Service robots as a touchpoint in customer service: the direct and indirect effects of perceived media richness

Purpose We aimed to explore the factors influencing the intention to use service robots as a touchpoint in customer service settings, with special research attention devoted to perceived media richness. Design/methodology/approach We employed a quantitative methodology to collect data from Polish consumers. We recruited a total of 439 respondents using a convenience sampling method and administered a survey in 2023. We conducted structural equation modelling using IBM SPSS AMOS. Findings Our findings provide crucial insights into the impact of service robots’ perceived media richness and expected anthropomorphic features. Specifically, perceived media richness has both direct and indirect positive effects on behavioural intentions. Research limitations/implications This article’s limitations primarily concern the research sample and the sampling technique. A key managerial implication of the study is the significance of media richness as a crucial characteristic of touchpoints. One should consider this aspect when planning multi-touchpoint strategies during the customer service phase. Originality/value This study applies the concept of perceived media richness to the context of service robots, highlighting both direct and indirect effects. It introduces a novel shift in the understanding of anthropomorphism – from a focus on perception to one on expectation.