Breaking into the black box of customer perception towards robot service: Empirical evidence from service sector

Samar Rahi; Mazuri Abd Ghani; Manaf Al-Okaily; Aamir Rashid; Mahmoud Alghizzawi; Fadi Shehab Shiyyab

doi:10.1016/j.heliyon.2024.e38117

Breaking into the black box of customer perception towards robot service: Empirical evidence from service sector

Heliyon. 2024 Sep 21;10(19):e38117. doi: 10.1016/j.heliyon.2024.e38117. eCollection 2024 Oct 15.

Authors

Samar Rahi^{1

2}, Mazuri Abd Ghani¹, Manaf Al-Okaily^{3

4}, Aamir Rashid⁵, Mahmoud Alghizzawi⁶, Fadi Shehab Shiyyab⁷

Affiliations

¹ Universiti Sultan Zainal Abidin, Terengganu, Malaysia.
² Hailey College of Banking & Finance, University of the Punjab, Lahore, Pakistan.
³ School of Business, Jadara University, Irbid, Jordan.
⁴ School of Business, The University of Jordan, Amman, Jordan.
⁵ York College, City University of New York, New York, USA.
⁶ Faculty of Business, Applied Science Private University, Amman, Jordan.
⁷ School of Business, The Hashemite University, Zarqa, Jordan.

Abstract

The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained $R^{2}$ 80.1 % variance in customer attitude to use service robot. Practically, this research has suggested that policy makers should pay attention in innovativeness, compatibility, perceived behavioral control, expectation confirmation, robot appearance and subjective norms to boost robot service acceptance among customers. This study is original as it develops an integrated model with the combination robot appearance, theory of planned behavior, expectation confirmation and diffusion of innovation theory. In addition to that customer self-identity is conceptualized as moderating factor and hence distinguishing current research with past studies.

Keywords: Customer innovativeness; Expectation confirmation; Intention to use service robot; Perceived behavioral control; Self-identity; Service robot; Subjective norms.