Show simple item record

dc.contributor.authorBeck, Paulina
dc.contributor.authorSlubowski, Aksel
dc.date.accessioned2022-11-28T11:41:50Z
dc.date.available2022-11-28T11:41:50Z
dc.date.issued2022
dc.identifier.urihttps://hdl.handle.net/11250/3034454
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2022en_US
dc.description.abstractThe 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.en_US
dc.language.isoengen_US
dc.publisherHandelshøyskolen BIen_US
dc.subjectmarkedsføringsledelse marketing management strategisk strategic en_US
dc.titleUnderstanding Norwegian service customers motivations and barriers of service robot adoptionen_US
dc.typeMaster thesisen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record