Using Service Robots in Service Marketing: Examining Service Robots as a Social Robot Type
Chapter from the book: Yılmaztürk, Y. & Akdoğan, Ç. (eds.) 2023. Selected Topics in Marketing: Concepts and Studies.

İsmail Gökhan Cintamür
İstanbul Bilgi University

Synopsis

Service robots have found increasingly widespread use in many service sectors, particularly in tourism and hospitality, airlines, restaurants, and banking. In fact, many researchers and industry experts have shared the growth in service robot sales and the willingness of various service organizations to have some services performed by robots in the coming years. All these statements indicate that the number of interactions between service customers and service robots will increase in the upcoming years. On the other hand, service robots are social robots that can communicate with service customers, learn from them, and, interact socially. Thanks to these features, they have become an actor that impacts customer service experience, customer satisfaction, and customer relationships. The developing literature on service robots has revealed that customer satisfaction is shaped by the acceptance of service robots. Therefore, it is important to examine the service robots themselves, the attitudes toward them, and the factors affecting the adoption process to manage customer satisfaction. However, it has been determined that there is a very limited number of studies on service robots in our country. For this reason, the current study aims to contribute to the national literature in the form of a review by examining service robots as a type of social robot, their types, capabilities, and capacities, their place in service encounters, and the concerns and criticisms about them in the light of the information obtained from the literature. According to the results of the study, it is thought that our existing theories should be retested, updated, and developed in the context of relationship marketing, service encounter, service experience, service failures, etc.

How to cite this book

Cintamür, İ. G. (2023). Using Service Robots in Service Marketing: Examining Service Robots as a Social Robot Type. In: Yılmaztürk, Y. & Akdoğan, Ç. (eds.), Selected Topics in Marketing: Concepts and Studies. Özgür Publications. DOI: https://doi.org/10.58830/ozgur.pub199.c915

License

Published

August 5, 2023

DOI