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Evolution of service robots in marketing: A relational framework and future research agenda

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  • Mahr, Dominik
  • Odekerken-Schröder, Gaby
  • Doorn, Jenny van

Abstract

This research explores the evolution of service robots in marketing, examining past developments, current trends, and future directions. It introduces a conceptual framework for categorizing and analyzing diverse contributions in service robot research, providing a structured overview of the field’s development from a relational perspective. Based on this classification, four Guiding Premises (GPs) and corresponding illustrative future scenarios summarize key aspects of this evolving field: 1) Service Robots are relational entities, 2) Human-Robot-Interaction is the locus of value creation, 3) The service robot is part of a constellation of interconnected stakeholders, and 4) Over time, service robots are drivers and subjects of change in value creation. We offer a structured research agenda highlighting underexplored relevant areas, such as the ethical side of human-robot relations, exploring service robots as part of a constellation of relations within the service ecosystem and unfolding relational dynamics over time.

Suggested Citation

  • Mahr, Dominik & Odekerken-Schröder, Gaby & Doorn, Jenny van, 2025. "Evolution of service robots in marketing: A relational framework and future research agenda," Journal of Business Research, Elsevier, vol. 192(C).
    • Handle: RePEc:eee:jbrese:v:192:y:2025:i:c:s014829632500027x
    DOI: 10.1016/j.jbusres.2025.115204
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