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From stopping to shopping: An observational study comparing a humanoid service robot with a tablet service kiosk to attract and convert shoppers

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  • Brengman, Malaika
  • De Gauquier, Laurens
  • Willems, Kim
  • Vanderborght, Bram

Abstract

This study investigates the effectiveness of a humanoid service robot (HSR) versus a tablet service kiosk (TSK) along the stages of the point-of-sale (POS) conversion funnel. The observational data gathered by means of a field experiment show that the HSR elicited 26 times more interactions (i.e., passersby touching the screen) than the TSK and that these interactions lasted almost +50% as long. Moreover, more people looked at the store and consequently entered it when the HSR was deployed. Furthermore, more unique transactions were registered, and a higher amount was spent during the days when the HSR was present in front of the store. This study proves that implementing an HSR in the store environment is more effective than a TSK in attracting passersby and converting them into buyers.

Suggested Citation

  • Brengman, Malaika & De Gauquier, Laurens & Willems, Kim & Vanderborght, Bram, 2021. "From stopping to shopping: An observational study comparing a humanoid service robot with a tablet service kiosk to attract and convert shoppers," Journal of Business Research, Elsevier, vol. 134(C), pages 263-274.
    • Handle: RePEc:eee:jbrese:v:134:y:2021:i:c:p:263-274
    DOI: 10.1016/j.jbusres.2021.05.025
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    Cited by:

    1. De Gauquier, Laurens & Willems, Kim & Cao, Hoang-Long & Vanderborght, Bram & Brengman, Malaika, 2023. "Together or alone: Should service robots and frontline employees collaborate in retail-customer interactions at the POS?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Song, Christina Soyoung & Kim, Youn-Kyung, 2022. "The role of the human-robot interaction in consumers’ acceptance of humanoid retail service robots," Journal of Business Research, Elsevier, vol. 146(C), pages 489-503.
    3. Song, C.S. & Kim, Y.-K. & Jo, B.W. & Park, S.-h., 2022. "Trust in humanoid robots in footwear stores: A large-N crisp-set qualitative comparative analysis (csQCA) model," Journal of Business Research, Elsevier, vol. 152(C), pages 251-264.
    4. Nika Meyer (née Mozafari) & Melanie Schwede & Maik Hammerschmidt & Welf Hermann Weiger, 2022. "Users taking the blame? How service failure, recovery, and robot design affect user attributions and retention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2491-2505, December.
    5. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2022. "How customers motive attributions impact intentions to use an interactive kiosk in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    6. Silva, Lenice Mirian da & Borille, Giovanna Miceli Ronzani & Bandeira, Michelle Carvalho Galvão da Silva Pinto, 2022. "The effect of arrival time of travelers at the airport on consumption in commercial establishments," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Lu, Hsi-Peng & Cheng, Hsiang-Ling & Tzou, Jen-Chuen & Chen, Chiao-Shan, 2023. "Technology roadmap of AI applications in the retail industry," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    8. Merdin-Uygur, Ezgi & Ozturkcan, Selcen, 2023. "Consumers and service robots: Power relationships amid COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    9. de Kervenoael, Ronan & Schwob, Alexandre & Hasan, Rajibul & Psylla, Evangelia, 2024. "SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    10. Ha-Won Jang & Soo-Bum Lee, 2021. "The Relationship between Contact-Free Services, Social and Personal Norms, and Customers’ Behavior for the Sustainable Management of the Restaurant Industry," Sustainability, MDPI, vol. 13(17), pages 1-14, September.

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