Value of social robots in services: social cognition perspective

Martina Caic*, Dominik Mahr, Gaby Odekerken-Schröder

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

13 Citations (Scopus)

Abstract

Purpose: The technological revolution in the service sector is radically changing the ways in which and with whom consumers co-create value. This conceptual paper considers social robots in elderly care services and outlines ways in which their human-like affect and cognition influence users’ social perceptions and anticipations of robots’ value co-creation or co-destruction potential. A future research agenda offers relevant, conceptually robust directions for stimulating the advancement of knowledge and understanding in this nascent field.
Design/methodology/approach: Drawing from service, robotics and social cognition research, this paper develops a conceptual understanding of the value co-creation/destruction potential of social robots in services.
Findings: Three theoretical propositions construct an iterative framework of users’ evaluations of social robots in services. First, social robots offer users value propositions leveraging affective and cognitive resources. Second, users’ personal values become salient through interactions with social robots’ affective and cognitive resources. Third, users evaluate social robots’ value co-creation/destruction potential according to social cognition dimensions. Originality/value: Social robots in services are an emerging topic in service research and hold promising implications for organizations and users. This relevant, conceptually robust framework advances scholarly understanding of their opportunities and pitfalls for realizing value. This study also identifies guidelines for service managers for designing and introducing social robots into complex service environments.

Original languageEnglish
Peer-reviewed scientific journalJournal of Services Marketing
Volume33
Issue number4
Pages (from-to)463-478
Number of pages16
ISSN0887-6045
DOIs
Publication statusPublished - 12.08.2019
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • social cognition
  • elderly care
  • value co-creation and co-destruction
  • social robots in services
  • warmth
  • competence

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management

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