Customer acceptance of frontline service robots in retail banking: A qualitative approach

Abstract

Purpose: The purpose of this paper is to explore what drives customer acceptance of frontline service robots (FSR), as a result of their interaction experiences with FSR in the context of retail banking services. Design/methodology/approach: Applications of the unified theory of acceptance and use of technology and service robot acceptance model frame the exploration of customers’ interaction experiences with physical FSR to explain acceptance. A thematic analysis of information obtained through observations, focus groups and participant interviews was applied to identify themes. Findings: This study identifies 16 dimensions that group into five main themes that influence customer acceptance of FSR in retail banking services: (1) utilitarian aspect, (2) social interaction, (3) customer responses toward FSR, (4) customer perspectives of the company brand and (5) individual and task heterogeneity. Themes 1 and 2 are labeled confirmed themes based on existing theoretical frameworks used; themes 3–5 are additional themes. Practical implications: This study provides actionable suggestions to allow managers to reflect on their strategy and consider ways to design and improve the delivery of services that involve FSR. Originality/value: This study adds to our limited knowledge of how human-robot interaction research in robotics translates to a relatively new research area in frontline services and provides a step toward a comprehensive FSR acceptance model.