Examining the effects of robots'' physical appearance, warmth, and competence in frontline services: The Humanness-Value-Loyalty model
Belanche D. (Universidad de Zaragoza) ; Casaló L.V. (Universidad de Zaragoza) ; Schepers J. ; Flavián C. (Universidad de Zaragoza)
Resumen: Because of continuous improvements in their underlying technologies, customers perceive frontline robots as social actors with a high level of humanness, both in appearance and behavior. Advancing from mere theoretical contributions to this study field, this article proposes and empirically validates the humanness-value-loyalty model (HVL model). This study analyzes to what extent robots'' perceived physical human-likeness, perceived competence, and perceived warmth affect customers'' service value expectations and, subsequently, their loyalty intentions. Following two pretests to select the most suitable robots and ensure scenario realism, data were collected by means of a vignette experimental study and analyzed using the partial least squares method. The results reveal that human-likeness positively affects four dimensions of service value expectations. Perceived competence of the robot influences mainly utilitarian expectations (i.e., functional and monetary value), while perceived warmth influences relational expectations (i.e., emotional value). Interestingly, and contrary to theoretical predictions, the influence of the robot''s warmth on service value expectations is more pronounced for customers with a lower need for social interaction. In sum, this study contributes to a better understanding of customers'' reactions to artificial intelligence-enabled technologies with humanized cognitive capabilities and also suggests interesting research avenues to advance on this emerging field. © 2021 The Authors. Psychology & Marketing published by Wiley Periodicals LLC.
Idioma: Inglés
DOI: 10.1002/mar.21532
Año: 2021
Publicado en: PSYCHOLOGY & MARKETING 38, 12 (2021), 2357-2376
ISSN: 0742-6046
Factor impacto JCR: 5.507 (2021)
Categ. JCR: PSYCHOLOGY, APPLIED rank: 18 / 83 = 0.217 (2021) - Q1 - T1
Categ. JCR: BUSINESS rank: 68 / 154 = 0.442 (2021) - Q2 - T2
Factor impacto CITESCORE: 4.9 - Psychology (Q1) - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 1.2 - Marketing (Q1) - Applied Psychology (Q1)
Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/LMP65-18
Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
Exportado de SIDERAL (2025-10-17-14:24:20)
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Idioma: Inglés
DOI: 10.1002/mar.21532
Año: 2021
Publicado en: PSYCHOLOGY & MARKETING 38, 12 (2021), 2357-2376
ISSN: 0742-6046
Factor impacto JCR: 5.507 (2021)
Categ. JCR: PSYCHOLOGY, APPLIED rank: 18 / 83 = 0.217 (2021) - Q1 - T1
Categ. JCR: BUSINESS rank: 68 / 154 = 0.442 (2021) - Q2 - T2
Factor impacto CITESCORE: 4.9 - Psychology (Q1) - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 1.2 - Marketing (Q1) - Applied Psychology (Q1)
Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/LMP65-18
Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. Exportado de SIDERAL (2025-10-17-14:24:20)
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Record created 2025-03-26, last modified 2025-10-17