The development in high technology and the globalizations of markets creates reel opportunity for service providers to introduce service robots to the consumer market. Unfortunately, little consideration has been given how robots may be commercialized for the mass market (Blackman, 2013). While the benefits of applying robots in professional service e.g. healthcare are extensive, the research into consumer motivation is limited. There is a need for a greater understanding of the individual differences in beliefs and perception in relation to service technology in general and in particular for service robots. Therefore, this article proposes a general typology of consumer attitudes and expectations towards service robots. Four types of values are identified and labelled critical, practical, affectionate, and desirable. Based on these values four consumer types are then theoretically develop and may be used for market segmentation purposes as well as enabling marketers of robotics to identify relevant marketing strategies.
service robots; consumer typology; conceptual
Main Research Area:
20th International Conference on Recent Advances in Retailing and Services Science, 2013