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Social robots increasingly adopt service roles in the marketplace. While service research is beginning to unravel the implications for theory and practice, other scientific disciplines have amassed a wealth of empirical data of robots assuming such service roles. The purpose of this paper is to synthesize these findings from a role theory perspective with the aim of advancing role theory for human–robot service interaction (HRSI).

A systematic review of more than 10,000 articles revealed 149 empirical HRSI-related papers across scientific disciplines. The respective articles are analyzed employing qualitative content analysis through the lens of role theory.

This review develops an organizing structure of the HRSI literature across disciplines, delineates implications for role theory development in the age of social robots, and advances robotic role theory by providing an overarching framework and corresponding propositions. Finally, this review introduces avenues for future research.

This study pioneers a comprehensive review of empirical HRSI literature across disciplines adopting the lens of role theory. The study structures the body of HRSI literature, adapts traditional and derives novel propositions for role theory (i.e. robotic role theory), and delineates promising future research opportunities.

This study investigates human behavior, specifically attitude and anxiety, toward humanoid service robots in a hotel business environment.

The researcher adopted direct observations and interviews to complete the study. Visitors of Henn-na Hotel were observed and their spatial distance from the robots, along with verbal and non-verbal behavior, was recorded. The researcher then invited the observed hotel guests to participate in a short interview.

Most visitors showed a positive attitude towards the robot. More than half of the visitors offered compliments when they first saw the robot receptionists although they hesitated and maintained a distance from them. Hotel guests were also disappointed with the low human–robot interaction (HRI). As the role of robots in hotels currently remains at the presentation level, a comprehensive assessment of their interactive ability is lacking.

This study contributes to the HRI theory by confirming that people may treat robots as human strangers when they first see them. When a robot's face is more realistic, people expect it to behave like an actual human being. However, as the sample size of this study was small and all visitors were Asian, the researcher cannot generalize the results to the wider population.

Current robot receptionist has limited interaction ability. Hotel practitioners could learn about hotel guests' behavior and expectation towards android robots to enhance satisfaction and reduce disappointment.

Prior robot research has used questionnaires to investigate perceptions and usage intention, but this study collected on-site data and directly observed people's attitude toward robot staff in an actual business environment.

Service robots are expected to become increasingly common, but the ways in which they can move around in an environment with humans, collect and store data about humans and share such data produce a potential for privacy violations. In human-to-human contexts, such violations are transgression of norms to which humans typically react negatively. This study examines if similar reactions occur when the transgressor is a robot. The main dependent variable was the overall evaluation of the robot.

Service robot privacy violations were manipulated in a between-subjects experiment in which a human user interacted with an embodied humanoid robot in an office environment.

The results show that the robot's violations of human privacy attenuated the overall evaluation of the robot and that this effect was sequentially mediated by perceived robot morality and perceived robot humanness. Given that a similar reaction pattern would be expected when humans violate other humans' privacy, the present study offers evidence in support of the notion that humanlike non-humans can elicit responses similar to those elicited by real humans.

The results imply that designers of service robots and managers in firms using such robots for providing service to employees should be concerned with restricting the potential for robots' privacy violation activities if the goal is to increase the acceptance of service robots in the habitat of humans.

To date, few empirical studies have examined reactions to service robots that violate privacy norms.

The purpose of this paper is to examine how robotics program developers perceived the role of emulation of human ethics when programming robots for use in educational settings. A purposive sampling of online robotics program developer professional sites which focused on the role of emulation of human ethics used when programming robots for use in educational settings was included in the study. Content related to robotics program developers’ perceptions on educational uses of robots and ethics were analyzed.

The design for this study was a qualitative summative content analysis. The researchers analyzed keywords related to a phenomenon. The phenomenon was the emulation of human ethics programmed in robots. Articles selected to be analyzed in this study were published by robotics program developers who focused on robots and ethics in the education. All articles analyzed in this study were posted online, and the public has complete access to the studies.

Robotics program developers viewed the importance of situational human ethics interpretations and implementations. To facilitate flexibility, robotics program developers programmed robots to search computer-based ethics related research, frameworks and case studies. Robotics program developers acknowledged the importance of human ethics, but they felt more flexibility was needed in the role of how classroom human ethical models were created, developed and used. Some robotic program developers expressed questions and concerns about the implementations of flexible robot ethical accountability levels and behaviors in the educational setting. Robotics program developers argued that educational robots were not designed or programmed to emulate human ethics.

One limitation of the study was 32 online, public articles written by robotics program designers analyzed through qualitative content analysis to find themes and patterns. In qualitative content analysis studies, findings may not be as generalizable as in quantitative studies. Another limitation was only a limited number of articles written by robotics programs existed which addressed robotics and emulation of human ethics in the educational setting.

The significance of this study is the need for a renewed global initiative in education to promote debates, research and on-going collaboration with scientific leaders on ethics and programming robots. The implication for education leaders is to provide ongoing professional development on the role of ethics in education and to create best practices for using robots in education to promote increased student learning and enhance the teaching process.

The implications of this study are global. All cultures will be affected by the robotics’ shift in how students are taught ethical decision making in the educational setting. Robotics program developers will create computational educational moral models which will replace archetypal educational ethics frameworks. Because robotics program developers do not classify robots as human, educators, parents and communities will continue to question the use of robots in educational settings, and they will challenge robotics ethical dilemmas, moral standards and computational findings. The examination of robotics program developers’ perspectives through different lens may help close the gap and establish a new understanding among all stakeholders.

Four university doctoral faculty members conducted this content analysis study. After discussions on robotics and educational ethics, the researchers discovered a gap in the literature on the use of robots in the educational setting and the emulation of human ethics in robots. Therefore, to explore the implications for educators, the researchers formed a group to research the topic to learn more about the topic. No personal gains resulted from the study. All research was original. All cultures will be affected by the robotics’ shift in how students are taught ethical decision making in the educational setting. Robotics program developers will create computational educational moral models which will replace archetypal educational ethics frameworks. Because robotics program developers do not classify robots as human, educators, parents and communities will continue to question the use of robots in educational settings, and they will challenge robotics ethical dilemmas, moral standards, and computational findings. The examination of robotics program developers’ perspectives through different lens may help close the gap and establish a new understanding among all stakeholders.

The technological revolution in the service sector is radically changing the ways in which and with whom consumers co-create value. This conceptual paper considers social robots in elderly care services and outlines ways in which their human-like affect and cognition influence users’ social perceptions and anticipations of robots’ value co-creation or co-destruction potential. A future research agenda offers relevant, conceptually robust directions for stimulating the advancement of knowledge and understanding in this nascent field.

Drawing from service, robotics and social cognition research, this paper develops a conceptual understanding of the value co-creation/destruction potential of social robots in services.

Three theoretical propositions construct an iterative framework of users’ evaluations of social robots in services. First, social robots offer users value propositions leveraging affective and cognitive resources. Second, users’ personal values become salient through interactions with social robots’ affective and cognitive resources. Third, users evaluate social robots’ value co-creation/destruction potential according to social cognition dimensions.

Social robots in services are an emerging topic in service research and hold promising implications for organizations and users. This relevant, conceptually robust framework advances scholarly understanding of their opportunities and pitfalls for realizing value. This study also identifies guidelines for service managers for designing and introducing social robots into complex service environments.

The purpose of this paper is to conduct research with children, who have different abilities from adults, in terms of language understanding and level of attention, is a challenging task, especially concerning novel interactive systems such as social robots. Consequently, self-reporting methods are often replaced or supplemented by observational methods that are usually carried out taking advantage of video recordings. However, some limitations make this approach challenging for studies conducted with groups of children in real-world environments, whose relevance is being addressed more and more frequently in human-robot interaction (HRI) research. Thus, there is a growing need for rigorous observation approaches in unstructured test environments.

This paper presents an alternative analysis approach, in relation to an experimental child-robot interaction (CRI) application, which was developed at the Academy of Arts and Design, Tsinghua University, China. The proposed methodology is based on the analysis of video recordings of in-wild activities of children with a robot. The methodology has the aim of providing a framework to facilitate knowledge identification and structuring. It was implemented for experiment evaluation and validation purposes and to propose a reference structure for the organization of new experiments and the stimulation of new ideas and activities in the design process.

This methodology provides a logical structure, which can be used to identify the effectiveness or limits of design choices, pertaining to such aspects as the morphology or movement of robots or the choice of their specific role in education, all of which play crucial roles in the design process and could be improved to achieve better results. This structured identification is a practical implication for the design process, above all when it is oriented toward social robots and their interaction with children or elderly senile people. In this case, the outcomes were the identification of important elements of an experiment (psychological profiles of the involved children and possible problems or risks) and their impact on the design process.

The methodological approach, which structures and uses cognitive maps to elaborate multicriteria evaluation models, is not new to the operations research field (where it is defined as a multimethodology application of Soft OR), but it has not yet been applied in the field of HRI studies, to analyze children’s perception of a robot and to identify the factors that can affect a good CRI or to structure knowledge that can be shared to guide the design process of robots for the experience of children playing.

Service robotics, a branch of robotics that entails the development of robots able to assist humans in their environment, is of growing interest in the hospitality industry. Designing effective autonomous service robots, however, requires an understanding of Human–Robot Interaction (HRI), a relatively young discipline dedicated to understanding, designing, and evaluating robotic systems for use by or with humans. HRI has not yet received sufficient attention in hospitality robotic design, much like Human–Computer Interaction (HCI) in property management system design in the 1980s. This article proposes a set of introductory HRI guidelines with implementation standards for autonomous hospitality service robots.

A set of key user-centered HRI guidelines for hospitality service robots were extracted from 52 research articles. These are organized into service performance categories to provide more context for their application in hospitality settings.

Based on an extensive literature review, this article presents some HRI guidelines that may drive higher levels of acceptance of service robots in customer-facing situations. Deriving meaningful HRI guidelines requires an understanding of how customers evaluate service interactions with humans in hospitality settings and to what degree those will differ with service robots.

Robots are challenging assumptions on how hospitality businesses operate. They are being increasingly deployed by hotels and restaurants to boost productivity and maintain service levels. Effective HRI guidelines incorporate user requirements and expectations in the design specifications. Compilation of such information for designers of hospitality service robots will offer a clearer roadmap for them to follow.

Service robots are taking over the organizational frontline. Despite a recent surge in studies on this topic, extant works are predominantly conceptual in nature. The purpose of this paper is to provide valuable empirical insights by building on the attribution theory.

Two vignette-based experimental studies were employed. Data were collected from US respondents who were randomly assigned to scenarios focusing on a hotel’s reception service and restaurant’s waiter service.

Results indicate that respondents make stronger attributions of responsibility for the service performance toward humans than toward robots, especially when a service failure occurs. Customers thus attribute responsibility to the firm rather than the frontline robot. Interestingly, the perceived stability of the performance is greater when the service is conducted by a robot than by an employee. This implies that customers expect employees to shape up after a poor service encounter but expect little improvement in robots’ performance over time.

Robots are perceived to be more representative of a firm than employees. To avoid harmful customer attributions, service providers should clearly communicate to customers that frontline robots pack sophisticated analytical, rather than simple mechanical, artificial intelligence technology that explicitly learns from service failures.

Customer responses to frontline robots have remained largely unexplored. This paper is the first to explore the attributions that customers make when they experience robots in the frontline.

Conversational agents (chatbots, avatars and robots) are increasingly substituting human employees in service encounters. Their presence offers many potential benefits, but customers are reluctant to engage with them. A possible explanation is that conversational agents do not make optimal use of communicative behaviors that enhance relational outcomes. The purpose of this paper is to identify which human-like communicative behaviors used by conversational agents have positive effects on relational outcomes and which additional behaviors could be investigated in future research.

This paper presents a systematic review of 61 articles that investigated the effects of communicative behaviors used by conversational agents on relational outcomes. A taxonomy is created of all behaviors investigated in these studies, and a research agenda is constructed on the basis of an analysis of their effects and a comparison with the literature on human-to-human service encounters.

The communicative behaviors can be classified along two dimensions: modality (verbal, nonverbal, appearance) and footing (similarity, responsiveness). Regarding the research agenda, it is noteworthy that some categories of behaviors show mixed results and some behaviors that are effective in human-to-human interactions have not yet been investigated in conversational agents.

By identifying potentially effective communicative behaviors in conversational agents, this study assists managers in optimizing encounters between conversational agents and customers.

This is the first study that develops a taxonomy of communicative behaviors in conversational agents and uses it to identify avenues for future research.

The service sector is at an inflection point with regard to productivity gains and service industrialization similar to the industrial revolution in manufacturing that started in the eighteenth century. Robotics in combination with rapidly improving technologies like artificial intelligence (AI), mobile, cloud, big data and biometrics will bring opportunities for a wide range of innovations that have the potential to dramatically change service industries. The purpose of this paper is to explore the potential role service robots will play in the future and to advance a research agenda for service researchers.

This paper uses a conceptual approach that is rooted in the service, robotics and AI literature.

The contribution of this paper is threefold. First, it provides a definition of service robots, describes their key attributes, contrasts their features and capabilities with those of frontline employees, and provides an understanding for which types of service tasks robots will dominate and where humans will dominate. Second, this paper examines consumer perceptions, beliefs and behaviors as related to service robots, and advances the service robot acceptance model. Third, it provides an overview of the ethical questions surrounding robot-delivered services at the individual, market and societal level.

This paper helps service organizations and their management, service robot innovators, programmers and developers, and policymakers better understand the implications of a ubiquitous deployment of service robots.

This is the first conceptual paper that systematically examines key dimensions of robot-delivered frontline service and explores how these will differ in the future.