Show simple item record

dc.contributor.authorRancati, Gaia
dc.contributor.authorMaggioni, Isabella
dc.date.accessioned2022-11-22T18:55:14Z
dc.date.available2022-11-22T18:55:14Z
dc.date.issued2022-03-17
dc.identifier.citationRancati, G. and Maggioni, I. (2022), "Neurophysiological responses to robot–human interactions in retail stores", Journal of Services Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSM-04-2021-0126en_US
dc.identifier.issn0887-6045
dc.identifier.urihttps://dspace.allegheny.edu/handle/10456/55921
dc.description.abstractPurpose Retailers are increasingly considering the introduction of service robots in their stores to support or even replace service staff. Service robots can execute service scripts during the service encounter that can influence customer interactions and the overall experience. While the role of service agents is well documented, more research is needed to understand customer responses to a technology-infused servicescape and to investigate the value of service robots as interaction partners. The purpose of this study is to examine the degree of customer immersion in human-human or human-robot interactions across different stages of the service experience and to understand how immersion affects store visit duration under each condition. Design/methodology/approach An experimental field study was developed to test the research hypotheses. The study was conducted in a retail store selling premium Italian leather goods with 50 respondents randomly allocated to one of two experimental conditions, interaction with a service robot or interaction with a human sales associate. Participants' biometrics were collected to measure their immersion in the service encounter and to assess its impact on store visit duration. Findings The interaction with a service robot increases the level of customer immersion during the service encounter's welcome and surprise moments. Immersion positively affects visit duration. However, participants exposed to a robot sales associate reported a shorter visit duration as compared to those who interacted with a human sales associate. Originality/value This study contributes to the emerging service and retail marketing literature on service robot applications applying a neuroscientific approach to the study of human-robot interactions across different moments of the service encounter. For managers, this study shows the conditions under which service robots can be successfully implemented in retail stores in accordance with the type of task performed and the degree of immersion generated in customers.en_US
dc.language.isoen_USen_US
dc.publisherEmerald Publishing Limiteden_US
dc.relation.ispartofJournal of Services Marketingen_US
dc.relation.isversionofhttp://dx.doi.org/10.1108/JSM-04-2021-0126en_US
dc.rightsCopyright © 2022, Emerald Publishing Limiteden_US
dc.subjectService robotsen_US
dc.subjectSocial presenceen_US
dc.subjectService encounteren_US
dc.subjectService scripten_US
dc.subjectPersonal selling processen_US
dc.subjectNeuroscienceen_US
dc.subjectImmersionen_US
dc.subjectCustomer experienceen_US
dc.titleNeurophysiological responses to robot-human interactions in retail storesen_US
dc.description.versionPublished articleen_US
dc.contributor.departmentBusiness and Economicsen_US
dc.identifier.doi10.1108/JSM-04-2021-0126
dc.contributor.avlauthorRancati, Gaia


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record