EXPLORING KEY DRIVERS OF FRONTLINE SERVICE ROBOT ACCEPTANCE IN THAI RETAIL SERVICE CONTEXT: A QUALITATIVE STUDY

This qualitative study explores the factors associated to the acceptance of frontline service robots (FSRs) in the context of retail services in Thailand. In-depth interviews were conducted with a sample of 30 participants who had direct experience with FSRs. The data was analyzed using thematic analysis. The findings revealed five key elements associated with the acceptance of FSRs: individual heterogeneity factors, functional elements, social-emotional elements, psychological comfort elements, and value elements. The research findings revealed five key elements associated with the acceptance of FSR: 1) Individual heterogeneity factors, which refers to the perception of an individual's technological capability; 2) Functional elements, which includes the efficiency of service delivery and command reception of the FSR; 3) Social-emotional elements, which involves the facial expressions and tone of voice of the FSR; 4) Psychological comfort elements, which positive feelings of mental ease and reliability; and 5) Value elements, which pertains to the perceived value in the service delivery provided by the FSR. The study indicated that individuals who chose to interact with FSRs exhibited high self-efficacy, low technology anxiety, and a high level of customer innovativeness. Additionally, it was found that functional attributes, such as providing quick and accurate services, along with social and emotional aspects, including facial expressions and polite manners, were related to perceived utilitarian value, hedonic value, and psychological comfort, all of which associated the acceptance of FSRs.