Managing Robotics in Retail: A Service Systems Perspective
Meyer P (2020)
Publication Language: English
Publication Type: Conference contribution, Conference Contribution
Publication year: 2020
Pages Range: 1-12
Event location: Berlin
Abstract
Due to rising online competition, increasing cost pressure and cross-channel customer
journeys, stationary retail has tried to co-create value with customers through new technologies, which
are expected to profoundly change stationary retail systems. One such technology, service robots, is
said to rapidly change how value is created in organisational frontlines. However, the integration of this
technology poses new challenges, as service robots interact with multiple stakeholders within a retail
system. Consequently, it is crucial for service organisations to deeply understand how customers and
frontline employees (FLEs) perceive service robots in retail systems and how the innovation potential
of service robots can be harnessed.
This research adopts a service system perspective and a three-step approach. After the preliminary
study1 is conducted, it explores the drivers of and barriers to the adoption of service robots by customers
and FLEs in stationary retail settings. Then, a design science research approach is followed to develop
a method for (re-)designing retail systems to effectively incorporate service robots into stationary retail
operators.
The findings of study 12 and study 23 reveal aspects of both customers’ and FLEs’ acceptance of and
resistance to service robots in retail systems. The findings extend prior studies on technology
acceptance and resistance, showing i.a. that customers and FLEs have different expectations regarding
the use and role of service robots in service environments. While customers perceive service robots as
a way to potentially improve the quality of service interactions, FLEs perceive them as leading to
deterioration of service interactions. FLEs feel not competent in regard to operating service robots,
while customers expect professional, qualified assistance by FLEs. Study 34 integrates the perspectives
of customers, FLEs and retail managers to develop a method for (re-)designing retail systems to
effectively incorporate service robots into stationary retail operators.
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How to cite
APA:
Meyer, P. (2020). Managing Robotics in Retail: A Service Systems Perspective. In Proceedings of the WI 2020: DOCTORAL CONSORTIUM (pp. 1-12). Berlin, DE.
MLA:
Meyer, Patrick. "Managing Robotics in Retail: A Service Systems Perspective." Proceedings of the WI 2020: DOCTORAL CONSORTIUM, Berlin 2020. 1-12.
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