Borghi, Matteo and Ratcharak, Phatcharasiri ORCID: https://orcid.org/0000-0002-0421-3332 (2025) Service robots in marketing: impacts on customer experience, workforce dynamics, and satisfaction. In: Ladhari, Riadh, (ed.) Encyclopedia of Artificial Intelligence in Marketing. Springer, Cham, Switzerland, pp. 1-10. ISBN 978-3031753169 (doi:10.1007/978-3-031-75316-9_72-1)

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Abstract

The deployment of AI-driven service robots is transforming marketing practices by reshaping customer experiences, workforce dynamics, and satisfaction within service industries. This entry synthesizes theoretical and empirical insights, with a particular focus on hospitality and tourism, where service robots are gaining traction. Leveraging online review analytics and big data methodologies, the discussion highlights how robotic services influence customer perceptions, emotions, and satisfaction—factors often modulated by rapport quality and contextual conditions. The entry also examines how service robots impact employee roles, requiring new competencies and fostering hybrid human–robot collaboration in frontline service delivery. Strategic marketing implications are discussed, including the role of service robots in personalization, e-reputation, and real-time data collection. Key limitations are addressed, such as technological constraints, trust and adoption barriers, and regulatory ambiguity. Finally, the entry considers future research directions and aligns this technological trajectory with the vision of Industry 5.0, which emphasizes human well-being, meaningful collaboration, and sustainable innovation. Service robots, when integrated thoughtfully, may evolve into more than functional tools—they can become emotionally resonant and strategically valuable touchpoints in the future of marketing and organizational life.

Item Type:	Book Section
Uncontrolled Keywords:	service robots, Artificial Intelligence, customer experience, workforce transformation, customer satisfaction, human–robot interaction, digital transformation, e-reputation, Industry 4.0, Industry 5.0
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Centre for Research on Employment and Work (CREW) Greenwich Business School > School of Management and Marketing
Last Modified:	05 May 2026 15:19
URI:	https://gala.gre.ac.uk/id/eprint/51870

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