Evolution of service robots in marketing: A relational framework and future research agenda

IF 9.8 1区管理学 Q1 BUSINESS Journal of Business Research Pub Date : 2025-04-01 Epub Date: 2025-03-19 DOI:10.1016/j.jbusres.2025.115204

Dominik Mahr , Gaby Odekerken-Schröder , Jenny van Doorn

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Abstract

This research explores the evolution of service robots in marketing, examining past developments, current trends, and future directions. It introduces a conceptual framework for categorizing and analyzing diverse contributions in service robot research, providing a structured overview of the field’s development from a relational perspective. Based on this classification, four Guiding Premises (GPs) and corresponding illustrative future scenarios summarize key aspects of this evolving field: 1) Service Robots are relational entities, 2) Human-Robot-Interaction is the locus of value creation, 3) The service robot is part of a constellation of interconnected stakeholders, and 4) Over time, service robots are drivers and subjects of change in value creation. We offer a structured research agenda highlighting underexplored relevant areas, such as the ethical side of human-robot relations, exploring service robots as part of a constellation of relations within the service ecosystem and unfolding relational dynamics over time.

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服务机器人在市场营销中的演变：一个关系框架和未来的研究议程

本研究探讨了服务机器人在市场营销中的演变，考察了过去的发展、当前的趋势和未来的方向。它介绍了一个概念框架，用于分类和分析服务机器人研究中的各种贡献，从关系的角度提供了该领域发展的结构化概述。基于这种分类，四个指导前提（gp）和相应的说述性未来情景总结了这一不断发展的领域的关键方面：1)服务机器人是关系实体；2)人机交互是价值创造的场所；3)服务机器人是相互关联的利益相关者星座的一部分；4)随着时间的推移，服务机器人是价值创造变化的驱动者和主体。我们提供了一个结构化的研究议程，突出了未被探索的相关领域，如人机关系的伦理方面，探索服务机器人作为服务生态系统中关系星座的一部分，并随着时间的推移展开关系动态。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.