Bridging the gap: Exploring the nexus of service robot personalization, customer identification, and citizenship behaviors

This study explores the multifaceted impact of service robot personalization on customer citizenship behavior, integrating cognitive and affective identification as serial mediators. Leveraging social identity theory, this study examines the intricate psychological processes underlying human-robot interactions. Additionally, the study introduces customer technology readiness as a moderator, acknowledging individual differences in responses to personalization. Results indicate that personalization positively influences alignment perception and identification, subsequently fostering customer citizenship behavior. Furthermore, technology readiness enhances these relationships, emphasizing the need for tailored strategies based on customers' technological predispositions. This research contributes a nuanced understanding of service robot interactions, guiding businesses in strategically deploying personalized interventions to align with diverse customer expectations and preferences.