Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI

Abstract

An increasing number of firms introduce service robots, such as physical robots and virtual chatbots, to provide services to customers. While some firms use robots that resemble human beings by looking and acting humanlike to increase customers’ use intention of this technology, others employ machinelike robots to avoid uncanny valley effects, assuming that very humanlike robots may induce feelings of eeriness. There is no consensus in the service literature regarding whether customers’ anthropomorphism of robots facilitates or constrains their use intention. The present meta-analysis synthesizes data from 11,053 individuals interacting with service robots reported in 108 independent samples. The study synthesizes previous research to clarify this issue and enhance understanding of the construct. We develop a comprehensive model to investigate relationships between anthropomorphism and its antecedents and consequences. Customer traits and predispositions (e.g., computer anxiety), sociodemographics (e.g., gender), and robot design features (e.g., physical, nonphysical) are identified as triggers of anthropomorphism. Robot characteristics (e.g., intelligence) and functional characteristics (e.g., usefulness) are identified as important mediators, although relational characteristics (e.g., rapport) receive less support as mediators. The findings clarify contextual circumstances in which anthropomorphism impacts customer intention to use a robot. The moderator analysis indicates that the impact depends on robot type (i.e., robot gender) and service type (i.e., possession-processing service, mental stimulus-processing service). Based on these findings, we develop a comprehensive agenda for future research on service robots in marketing.

The service triad: an empirical study of service robots, customers and frontline employees

“…While marketing has found anthropomorphism to increase product and brand liking (Aggarwal and McGill, 2012), it is unclear whether anthropomorphism in a frontline service triad including service robots enhances customers' repatronage. Contemporary service research acknowledges the importance of the human tendency to anthropomorphize robots (Mende et al, 2019;Van Doorn et al, 2017), but the question remains whether customers' anthropomorphism of robots facilitates or constrains use intention (Blut et al, 2021).…”

“…Utilitarian value suggests that JOSM customers will have more confidence in the accuracy and consistency of the service provided, whereas service robot's hedonic value relates to fun and entertainment (Arnold and Reynolds, 2003;Lu et al, 2019;Ryan and Deci, 2001). Service providers implement anthropomorphic service robots to create value and encourage customer loyalty (Blut et al, 2021;Zemke et al, 2020). Therefore, for our context of hospitality services, we expect that being perceived as a human as the first degree of social response (anthropomorphism) translates into the provision of the core service such as serving food and drink rather than into entertaining guests.…”

Innovation in the digital economy: a broader view of its scope, antecedents, and consequences

“…We had highlighted this type of innovation in the call for papers, as it is increasingly prevalent, but is still understudied. We are excited to see the special issue open with a lead article that provides a comprehensive summary of research in this area to date (Blut et al, 2021). The authors present a metaanalysis that synthesizes data from 11,053 individuals interacting with AI-powered service robots reported in 108 independent samples.…”

The shape effect: Round shapes increase consumers' preference for hedonic foods

“…preference (Wang et al, 2020), and greater intention to use a service robot (for a recent review, see Blut et al, 2021). For example, Delbaere and colleagues (Delbaere et al, 2011) reported that the more positive affect derived from advertising anthropomorphism would increase consumers' preferences for the advertised brand.…”