The Evolution Is Now: Service Robots, Behavioral Bias and Emotions

Abstract

Purpose – The purpose of this chapter is to conduct a critical literature review that examines the origins and development of research on service robots in organizations, as well as the key emotional and cognitive issues between service employees, customers, and robots. This review provides a foundation for future research that leverages the emotional connection between service robots and humans.

Design/Methodology/Approach – A critical literature review that examines robotics, artificial intelligence, emotions, approach/avoid behavior, and cognitive biases is conducted.

Findings – This research provides six key themes that emerge from the current state of research in the field of service robotics with 14 accompanying research questions forming the basis of a research agenda. The themes presented are as follows: Theme 1: Employees have a forgotten “dual role”; Theme 2: The influence of groups is neglected; Theme 3: Opposing emotions lead to uncertain outcomes; Theme 4: We know how robots influence engagement, but not experience; Theme 5: Trust is necessary but poorly understood; and Theme 6: Bias is contagious: if the human mind is irrational…so too are robot minds.

Practical Implications – Practically, this research provides guidance for researchers and practitioners alike regarding the current state of research, gaps, and future directions. Importantly for practitioners, it sheds light on themes in the use of AI and robotics in services, highlighting opportunities to consider the dual role of the employee, examines how incorporating a service robot influences all levels of the organization, addresses motivational conflicts for employees and customers, explores how service robots influence the whole customer experience and how trust is formed, and how we are (often inadvertently) creating biased robots.

Citation

Letheren, K., Russell-Bennett, R., Whittaker, L., Whyte, S. and Dulleck, U. (2020), "The Evolution Is Now: Service Robots, Behavioral Bias and Emotions", Härtel, C.E.J., Zerbe, W.J. and Ashkanasy, N.M. (Ed.) Emotions and Service in the Digital Age (Research on Emotion in Organizations, Vol. 16), Emerald Publishing Limited, Leeds, pp. 27-48. https://doi.org/10.1108/S1746-979120200000016005