Customer Acceptance of Service Robots: Marketing Outcomes and Service Complexity
Felipe Facco Mendes Ferreira, Priscila Pasti Barbosa, Larissa Cayla Cesário, Fabiane Letícia Lizarelli, Glauco Henrique de Sousa Mendes · Services Marketing Quarterly · 2025
This article aims to explore how functional, social, and relational factors influence the intention to use service robots (SRs) and their impact on marketing outcomes. Additionally, it compares SR acceptance levels across different service settings (hotels, banks, restaurants, education, and healthcare). A cross-sectional survey was conducted with 303 Brazilian customers. The results highlight the importance of functional factors and trust in the acceptance of SRs and that the use of SRs has the potential to impact marketing outcomes. Still, their acceptance is more likely for services of low complexity. Therefore, it offers insights into SR acceptance across different service settings.