Determinants of customer acceptance of frontline service robots in a retail context

Purpose The core purpose of this study is to gain an understanding of the functional and socio-emotional factors that shape customer acceptance of frontline service robots (FSRs) in a retail setting. In particular, it focuses not only on the antecedents but also the mediating roles of perceived value and psychological comfort and the moderating effects of self-efficacy and technology anxiety. Design/methodology/approach Using a mixed-method research design grounded in the theory of consumption value and the technology acceptance model, this study surveyed 388 customers with recent experience engaging with an FSR in a telecommunications retail context. This research identifies key mediators and moderators influencing customer acceptance. Findings Results reveal that customer perceived value, encompassing both hedonic and utilitarian dimensions, along with psychological comfort, mediates the impact of functional and socio-emotional elements on customer acceptance. Furthermore, self-efficacy and technology anxiety act as significant moderators, shaping the acceptance process. Research limitations/implications As the importance of robots in services becomes more prominent, this study moves beyond conceptual or scenario-based studies to provide empirical insights into the drivers of customer acceptance of FSRs. It highlights practical implications for the design and deployment of FSRs in retail and other service settings, suggesting that managers should focus on enhancing customer perceived utilitarian value and psychological comfort, and to lesser extent hedonic value to drive acceptance. Originality/value To the best of the authors’ knowledge, this research is among the first to survey customers with actual FSR experiences, addressing a gap in the literature on emerging artificial intelligence technologies. It offers actionable guidance for managers aiming to integrate FSRs effectively in frontline service environments.