Customer acceptance of frontline service robots in retail banking: A qualitative approach
ISSN: 1757-5818
Article publication date: 31 August 2021
Issue publication date: 28 February 2022
Abstract
Purpose
The purpose of this paper is to explore what drives customer acceptance of frontline service robots (FSR), as a result of their interaction experiences with FSR in the context of retail banking services.
Design/methodology/approach
Applications of the unified theory of acceptance and use of technology and service robot acceptance model frame the exploration of customers’ interaction experiences with physical FSR to explain acceptance. A thematic analysis of information obtained through observations, focus groups and participant interviews was applied to identify themes.
Findings
This study identifies 16 dimensions that group into five main themes that influence customer acceptance of FSR in retail banking services: (1) utilitarian aspect, (2) social interaction, (3) customer responses toward FSR, (4) customer perspectives of the company brand and (5) individual and task heterogeneity. Themes 1 and 2 are labeled confirmed themes based on existing theoretical frameworks used; themes 3–5 are additional themes.
Practical implications
This study provides actionable suggestions to allow managers to reflect on their strategy and consider ways to design and improve the delivery of services that involve FSR.
Originality/value
This study adds to our limited knowledge of how human-robot interaction research in robotics translates to a relatively new research area in frontline services and provides a step toward a comprehensive FSR acceptance model.
Keywords
Acknowledgements
Amelia Amelia acknowledges the receipt of an Australia Awards Scholarship.
Citation
Amelia, A., Mathies, C. and Patterson, P.G. (2022), "Customer acceptance of frontline service robots in retail banking: A qualitative approach", Journal of Service Management, Vol. 33 No. 2, pp. 321-341. https://doi.org/10.1108/JOSM-10-2020-0374
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited