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

Dominik Mahr, Gaby Odekerken-Schröder and Jenny van Doorn

Journal of Business Research, 2025, vol. 192, issue C

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.

Keywords: Service robot; Robotics; Marketing; Guiding premises; Research agenda (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:192:y:2025:i:c:s014829632500027x

DOI: 10.1016/j.jbusres.2025.115204

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