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Customer comfort during service robot interactions

Author

Listed:
  • Marc Becker

    (Maastricht University)

  • Dominik Mahr

    (Maastricht University)

  • Gaby Odekerken-Schröder

    (Maastricht University)

Abstract

Customer comfort during service interactions is essential for creating enjoyable customer experiences. However, although service robots are already being used in a number of service industries, it is currently not clear how customer comfort can be ensured during these novel types of service interactions. Based on a 2 × 2 online between-subjects design including 161 respondents using pictorial and text-based scenario descriptions, we empirically demonstrate that human-like (vs machine-like) service robots make customers feel more comfortable because they facilitate rapport building. Social presence does not underlie this relationship. Importantly, we find that these positive effects diminish in the presence of service failures.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:svcbiz:v:17:y:2023:i:1:d:10.1007_s11628-022-00499-4
    DOI: 10.1007/s11628-022-00499-4
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    References listed on IDEAS

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    1. Ai-Hsuan Chiang & Silvana Trimi, 2020. "Impacts of service robots on service quality," Service Business, Springer;Pan-Pacific Business Association, vol. 14(3), pages 439-459, September.
    2. Hyeon Mo Jeon & Hye Jin Sung & Hyun Young Kim, 2020. "Customers’ acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness," Service Business, Springer;Pan-Pacific Business Association, vol. 14(4), pages 533-551, December.
    3. 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.
    4. Fernandes, Teresa & Oliveira, Elisabete, 2021. "Understanding consumers’ acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption," Journal of Business Research, Elsevier, vol. 122(C), pages 180-191.
    5. Ainsworth, Jeremy & Foster, Jamye, 2017. "Comfort in brick and mortar shopping experiences: Examining antecedents and consequences of comfortable retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 27-35.
    6. Sang M. Lee & DonHee Lee, 2020. "“Untact”: a new customer service strategy in the digital age," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 1-22, March.
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    Cited by:

    1. Park, Junsung & Yoo, Joon Woo & Cho, Youngju & Park, Heejun, 2023. "Examining the impact of service robot communication styles on customer intimacy following service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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