Helpful or Intrusive? Customer perceptions of proactive and personalized retail service robots

Details

Supervisors

Hazée, Simon

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

enService robots are becoming increasingly present in retail environments. They are progressively transforming the way customers interact with retailers. Among these technologies, frontline retail service robots are now able to proactively approach customers, initiate interactions, and provide personalized recommendations. Prior research has often highlighted the positive impact of proactive robot behaviors on customer experiences. However, less attention has been given to the potentially negative reactions these behaviors may also generate, particularly when we think of privacy concerns. This thesis investigates how different levels of robot proactivity influence customers’ intention to reuse frontline retail service robots, as well as the moderating role of personalization and the mediating roles of automated social presence and privacy concerns in this relationship. To answer this research question, an online experiment involving 690 participants was conducted using a 2x2 between-subjects design manipulating levels of robot proactivity and personalization (high vs. low). This experiment took place in a retail clothing store context. The data collected were analyzed using a two-way ANCOVA and a parallel mediation analysis with PROCESS Macro Model 4 in SPSS. The results show that robot proactivity did not directly increase customers’ reuse intention, while the effects of proactivity on reuse intention appeared to operate through two indirect mechanisms going in opposite directions. On the one hand, proactive robots increased automated social presence, which positively influenced reuse intention. On the other hand, proactive behavior also intensified privacy concerns, which, this time, negatively influenced customers’ willingness to reuse the robot. At the same time, personalization had a direct positive effect on reuse intention, independently of proactivity. These findings highlight the complex nature of proactive robot behaviors in retail settings. They also show that customers’ reactions are shaped by positive social responses as well as privacy-related concerns. This thesis contributes to the literature on frontline retail service robots by providing a better understanding of the mechanisms behind customer reactions to proactive robot behaviors. It also offers practical insights for retailers who seek to implement these technologies effectively.