IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v192y2025ics014829632500027x.html
   My bibliography  Save this article

Evolution of service robots in marketing: A relational framework and future research agenda

Author

Listed:
  • Mahr, Dominik
  • Odekerken-Schröder, Gaby
  • Doorn, Jenny van

Abstract

This research explores the evolution of service robots in marketing, examining past developments, current trends, and future directions. It introduces a conceptual framework for categorizing and analyzing diverse contributions in service robot research, providing a structured overview of the field’s development from a relational perspective. Based on this classification, four Guiding Premises (GPs) and corresponding illustrative future scenarios summarize key aspects of this evolving field: 1) Service Robots are relational entities, 2) Human-Robot-Interaction is the locus of value creation, 3) The service robot is part of a constellation of interconnected stakeholders, and 4) Over time, service robots are drivers and subjects of change in value creation. We offer a structured research agenda highlighting underexplored relevant areas, such as the ethical side of human-robot relations, exploring service robots as part of a constellation of relations within the service ecosystem and unfolding relational dynamics over time.

Suggested Citation

  • Mahr, Dominik & Odekerken-Schröder, Gaby & Doorn, Jenny van, 2025. "Evolution of service robots in marketing: A relational framework and future research agenda," Journal of Business Research, Elsevier, vol. 192(C).
    • Handle: RePEc:eee:jbrese:v:192:y:2025:i:c:s014829632500027x
    DOI: 10.1016/j.jbusres.2025.115204
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632500027X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115204?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:192:y:2025:i:c:s014829632500027x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.