Based on four empirical studies, Moritz Merkle examines the introduction of humanoid robots to the frontline service encounter in a customer-centric approach focusing on customer expectations and customer responses. The author identifies desirable robotic behavioral cues and shows that service robots meet great acceptance among customers. After service failures, customers are even more likely to forgive service robots than human employees. Further, he shows how crucial it is to manage customer expectations that depend on cultural dimensions and internal reference categories.
juin 2021, env. 256 pages, Neue Perspektiven der marktorientierten Unternehmensführung, Anglais
Springer Gabler
978-3-658-34439-9
Springer Gabler
978-3-658-34439-9