Understanding Norwegian service customers motivations and barriers of service robot adoption

Abstract

The innovation of artificial intelligent powered service robots has rapidly revolutionized the service sector by increasing competitiveness and maximizing efficiency. Therefore, an increasing number of service organizations are employing service robots to deliver services that advance customer experience. However, research on customers' psychological motivations and barriers in adoption of service robots remains fragmented and sparse. Thus, this study specifically analyzes factors that motivate Norwegian service customers and what barriers impede their service robot adoption. In this context, service robots are defined as an artificial intelligence robot that autonomously or semi-autonomously provides personalized services through interaction with service organizations' customers. This study aims to improve the Service Robot Acceptance model first introduced by Wirtz et al (2018) by testing it with functional elements (ease of use, usefulness, and trust), and enhancing it by introducing rational elements (limited perception, lack of human interaction and cultural barriers) that influence Norwegian customer service robot adoption. To answer the research question and hypothesis derived from literature review, an online survey was distributed through Facebook and LinkedIn, where 189 representative respondents were attained. Results from the hierarchical regression analysis provides evidence that factors such as ease of use and usefulness have a great positive effect that drives Norwegian service customers adoption of service robots. While trust has no statistical significance and shows a vital area that needs improvements. Furthermore, this study shows that all rational elements generate negative effects that impedes customer adoption of service robots. Lastly, this study elaborates theoretical and managerial implications with guidance based on this study's findings, in addition to suggestions for future research.