IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v192y2025ics014829632500027x.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632500027X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115204?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Steins, Mark & Becker, Marc & Odekerken-Schröder, Gaby & Mathmann, Frank & Mahr, Dominik & Russell-Bennett, Rebekah, 2024. "Do we think and feel Alike? field evidence on developing a shared reality when dealing with service robots," Journal of Business Research, Elsevier, vol. 180(C).
    2. Song, Christina Soyoung & Kim, Youn-Kyung, 2022. "The role of the human-robot interaction in consumers’ acceptance of humanoid retail service robots," Journal of Business Research, Elsevier, vol. 146(C), pages 489-503.
    3. Noah Castelo & Johannes Boegershausen & Christian Hildebrand & Alexander P Henkel & June Cotte & Klaus Wertenbroch, 2023. "Understanding and Improving Consumer Reactions to Service Bots," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(4), pages 848-863.
    4. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    5. Lobschat, Lara & Mueller, Benjamin & Eggers, Felix & Brandimarte, Laura & Diefenbach, Sarah & Kroschke, Mirja & Wirtz, Jochen, 2021. "Corporate digital responsibility," Journal of Business Research, Elsevier, vol. 122(C), pages 875-888.
    6. Marc Becker & Dominik Mahr & Gaby Odekerken-Schröder, 2023. "Customer comfort during service robot interactions," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 137-165, March.
    7. Chang, Woojung & Kim, Kyoungmi (Kate), 2022. "Appropriate service robots in exchange and communal relationships," Journal of Business Research, Elsevier, vol. 141(C), pages 462-474.
    8. José-Ignacio Antón & David Klenert & Enrique Fernández-Macías & Maria Cesira Urzì Brancati & Georgios Alaveras, 2022. "The labour market impact of robotisation in Europe," European Journal of Industrial Relations, , vol. 28(3), pages 317-339, September.
    9. Markus Blut & Cheng Wang & Nancy V. Wünderlich & Christian Brock, 2021. "Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 632-658, July.
    10. van Doorn, Jenny & Smailhodzic, Edin & Puntoni, Stefano & Li, Jia & Schumann, Jan Hendrik & Holthöwer, Jana, 2023. "Organizational frontlines in the digital age: The Consumer–Autonomous Technology–Worker (CAW) framework," Journal of Business Research, Elsevier, vol. 164(C).
    11. Daniel Belanche & Luis V. Casaló & Carlos Flavián & Jeroen Schepers, 2020. "Service robot implementation: a theoretical framework and research agenda," The Service Industries Journal, Taylor & Francis Journals, vol. 40(3-4), pages 203-225, March.
    12. Diane E. Bailey & Samer Faraj & Pamela J. Hinds & Paul M. Leonardi & Georg von Krogh, 2022. "We Are All Theorists of Technology Now: A Relational Perspective on Emerging Technology and Organizing," Organization Science, INFORMS, vol. 33(1), pages 1-18, January.
    13. Larivière, Bart & Bowen, David & Andreassen, Tor W. & Kunz, Werner & Sirianni, Nancy J. & Voss, Chris & Wünderlich, Nancy V. & De Keyser, Arne, 2017. "“Service Encounter 2.0”: An investigation into the roles of technology, employees and customers," Journal of Business Research, Elsevier, vol. 79(C), pages 238-246.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Steins, Mark & Becker, Marc & Odekerken-Schröder, Gaby & Mathmann, Frank & Mahr, Dominik & Russell-Bennett, Rebekah, 2024. "Do we think and feel Alike? field evidence on developing a shared reality when dealing with service robots," Journal of Business Research, Elsevier, vol. 180(C).
    2. Miguel Ángel Moliner-Tena & Luis José Callarisa-Fiol & Javier Sánchez-García & Rosa María Rodríguez-Artola, 2025. "Service robots and memorable customer experience: The influence of perceived anthropomorphism," Future Business Journal, Springer, vol. 11(1), pages 1-13, December.
    3. Pelau Corina & Barbul Maria & Bojescu Irina, 2022. "A conceptual comparative approach on personal AI assistants and external service robots," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 1466-1474, August.
    4. de Kervenoael, Ronan & Schwob, Alexandre & Hasan, Rajibul & Psylla, Evangelia, 2024. "SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Mehmood, Khalid & Kautish, Pradeep & Shah, Tejas R., 2024. "Embracing digital companions: Unveiling customer engagement with anthropomorphic AI service robots in cross-cultural context," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Zeng, Ying & Liu, Xinyi & Zhang, Xinyuan & Li, Zhiyong, 2024. "Retrospective of interdisciplinary research on robot services (1954–2023): From parasitism to symbiosis," Technology in Society, Elsevier, vol. 78(C).
    7. Maggie Wang, Yazhu & Matook, Sabine & Dennis, Alan R., 2024. "Unintended consequences of humanoid service robots: A case study of public service organizations," Journal of Business Research, Elsevier, vol. 174(C).
    8. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    9. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
    10. Wünderlich, Nancy V. & Blut, Markus & Brock, Christian & Heirati, Nima & Jensen, Marcus & Paluch, Stefanie & Rötzmeier-Keuper, Julia & Tóth, Zsófia, 2025. "How to use emerging service technologies to enhance customer centricity in business-to-business contexts: A conceptual framework and research agenda," Journal of Business Research, Elsevier, vol. 192(C).
    11. Yogesh Dwivedi & Janarthanan Balakrishnan & Abdullah Baabdullah & Ronnie Das, 2023. "Do Chatbots Establish “Humanness” in the Customer Purchase Journey? An Investigation Through Explanatory Sequential Design," Post-Print hal-04533557, HAL.
    12. Yao, Qi & Hu, Chao & Zhou, Wenkai, 2024. "The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    13. Mark Anthony Camilleri & Ciro Troise, 2023. "Live support by chatbots with artificial intelligence: A future research agenda," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 61-80, March.
    14. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).
    15. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    16. Lv, Xingyang & Shi, Kewei & He, Yueying & Ji, Yingchao & Lan, Tian, 2024. "My colleague is not “human”: Will working with robots make you act more indifferently?," Journal of Business Research, Elsevier, vol. 176(C).
    17. Chong, Terrence & Yu, Ting & Keeling, Debbie Isobel & de Ruyter, Ko, 2021. "AI-chatbots on the services frontline addressing the challenges and opportunities of agency," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Juquelier, Antoine & Poncin, Ingrid & Hazée, Simon, 2025. "Empathic chatbots: A double-edged sword in customer experiences," Journal of Business Research, Elsevier, vol. 188(C).
    19. Xiaoxiao Song & Huimin Gu & Yunpeng Li & Xi Y. Leung & Xiaodie Ling, 2024. "The influence of robot anthropomorphism and perceived intelligence on hotel guests’ continuance usage intention," Information Technology & Tourism, Springer, vol. 26(1), pages 89-117, March.
    20. Gong, Taeshik, 2025. "Bridging the gap: Exploring the nexus of service robot personalization, customer identification, and citizenship behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:192:y:2025:i:c:s014829632500027x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.