Robotics for Customer Service: A Useful Complement or an Ultimate Substitute?. (February 2021)

• Record Type: Journal Article
• Authors: Xiao, Li; Kumar, V.
• Other Names: Hollebeek Linda guest-editor.; Sprott David guest-editor.; Brady Michael guest-editor.
• Is Part Of: Journal of service research. Volume 24:Number 1(2021)
• Page Start: 9
• Page End: 29
• Publication Date: 2021-02
• Subjects: robotics -- customer service -- degree of robotics adoption; Customer services -- Periodicals; Service industries -- Periodicals; 658.81205
• DOI: 10.1177/1094670519878881
• Languages: English
• ISSNs: 1094-6705

Abstract

We propose a conceptual framework that includes the antecedents and consequences of firms' adopting and integrating robotics into their customer service operations. Drawing insights from literature on customer service, technology marketing, and computer science, our proposed framework elaborates on the concept of the degree of robotics adoption (DRA) as well as the antecedents (employee acceptance of robots and customer acceptance of robots) and multiple sequential consequences (service quality, customer long-term performance, and customer engagement) of DRA. We also discuss how the nature of the firm (Business to Consumer versus Business-to-Business, i.e., B2C vs. B2B), service characteristics (utilitarian vs. hedonic), and brand positioning (low equity vs. high equity) might moderate the relationship between DRA and service quality. Further, we provide actionable guidance for managers to adopt and integrate robotics into their customer service operations.