“My colleague is a robot” – exploring frontline employees' willingness to work with collaborative service robots

Abstract

Purpose

As service robots increasingly interact with customers at the service encounter, they will inevitably become an integral part of employee's work environment. This research investigates frontline employee's perceptions of collaborative service robots (CSR) and introduces a new framework, willingness to collaborate (WTC), to better understand employee–robot interactions in the workplace.

Design/methodology/approach

Drawing on appraisal theory, this study employed an exploratory research approach to investigate frontline employees' cognitive appraisal of service robots and their WTC with their nonhuman counterparts in service contexts. Data collection consisted of 36 qualitative problem-centered interviews. Following an iterative thematic analysis, the authors introduce a research framework of frontline employees' WTC with service robots.

Findings

First, this study demonstrates that the interaction between frontline employees and service robots is a multistage appraisal process based on adoption-related perceptions. Second, it identifies important attributes across three categories (employee, robot and job attributes) that provide a foundation to understand the appraisal of CSRs. Third, it presents four employee personas (supporter, embracer, resister and saboteur) that provide a differentiated perspective of how service employee–robot collaboration may differ.

Practical implications

The article identifies important factors that enable and restrict frontline service employees' (FSEs’) WTC with robots.

Originality/value

This is the first paper that investigates the appraisal of CSRs from the perspective of frontline employees. The research contributes to the limited research on human–robot collaboration and expands existing technology acceptance models that fall short to explain post-adoptive coping behavior of service employees in response to service robots in the workplace.

Citation

Paluch, S., Tuzovic, S., Holz, H.F., Kies, A. and Jörling, M. (2022), "“My colleague is a robot” – exploring frontline employees' willingness to work with collaborative service robots", Journal of Service Management, Vol. 33 No. 2, pp. 363-388. https://doi.org/10.1108/JOSM-11-2020-0406