Social robot-delivered customer-facing services: an assessment of the experience

Journal Article (2023)


The Service Industries Journal







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The ability to install social intelligence protocols in robots in order for them to exhibit conversational skills has made them ideal tools for delivering services with a high cognitive and low emotional load. Little is known about how this capability influences the customer experience and the intention to continue receiving these services. Experiences were assessed in a study simulating customer-facing service delivery, and the constructs of the technology readiness index and stated gender were analysed as possible moderators in a quasi-experiment. Hedonic quality was the most relevant factor explaining attitude, and attitude explained intention to use as well as social influence. As for the constructs of technological readiness and gender, optimism and innovativeness seem to be the most likely candidates for moderating the other variables. The most optimistic and the most innovative route would be for the main actors to continue adapting to social robot technology in the future.


artificial intelligence, knowledge engineering, planning (artificial intelligence).

Author keywords

Customer-facing service, social robot, social intelligence protocols, experience, technology readiness index

Scientific reference

S. Forgas, R. Huertas, A. Andriella and G. Alenyà. Social robot-delivered customer-facing services: an assessment of the experience. The Service Industries Journal, 43(3): 154-184, 2023.