engleski

The Marketing Potential of Social Robots: A Literature Review

During the past two decades, technological advances led to the development of various internet-based technologies and platforms with a certain level of automated interaction with users. Furthermore, thanks to the learning process, these technological platforms gain a certain level of autonomy and (artificial) intelligence. A combination of internet-based technologies, advanced algorithms and contemporary hardware resulted in the concept of social robots. Social robots co-create value through interactions with humans as fully or partially automated technologies. Social robots came in many flavours – virtual or embodied. The simplest form is represented by various types of robotic toys, while more complex representatives can offer their respective services in homes, the entertainment industry, the service sector and healthcare. The aim of this paper is twofold. First, this paper investigates the available literature and research studies on social robots and potential marketing applications primarily within the service industry. With the further improvement of the interaction with humans and more humanlike appearance, social robots can potentially excel in roles where service quality significantly relies on the skills and motivation of a service provider. Repetitive and dull activities, such as taking orders at the drive-in, can drain energy and motivation from a person. On the other hand, social robots would perform such tasks without any deviations in behaviour. In some countries, the service industry faces challenges, such as trained staff shortages and a relatively long training process for newly appointed employees. Therefore, we can expect businesses to look for different types of solutions. However, the actual commercial value of social robots will ultimately depend on the preparedness of customers to accept service from a social robot as an alternative to human service. Additionally, the employees’ willingness to accept robotic co-workers is also important from the perspectives of a new technology adoption. Finally, this paper aims to detect and describe potential routes for further research on this topic.

social robots, service industry, marketing, artificial intelligence, literature review

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