Journal of Services Marketing

Merx, Quincy; Steins, Mark; Odekerken, Gaby

2025 Journal of Services Marketing

doi: 10.1108/jsm-12-2023-0476

This study aims to propose a service robot option to address shortages of human frontline employees (FLEs) in long-term care (LTC) service settings. With a field study, the authors investigate the effect of psychological comfort with robot reminders of LTC residents and human FLEs on acceptance and attentive engagement, ultimately resulting in effort and willingness to interact with the service robot. The outcomes provide valuable insights into human-robot interaction in the LTC sector.Design/methodology/approachThe 45 residents and 49 human FLEs who participated in the field study completed a survey measuring various perceptual variables after deploying a service robot.FindingsBoth the residents’ sample and the FLE sample demonstrate that psychological comfort with robot reminders increases robot acceptance. This increased acceptance evokes greater attentive engagement, ultimately leading to a higher willingness to exert effort to interact with the service robots.Research limitations/implicationsThis study highlights service robots with well-received reminder functions and the ability to prompt efforts by both residents and employees during their implementation at LTC services. The findings suggest further research avenues for designing service robots that can be effectively integrated.Originality/valueThis study leverages a service robot in a field study involving LTC residents and human FLEs rather than hypothetical scenarios, which is rather limited in current studies. The findings are both timely and relevant, considering the gradual implementation of service robots into LTC services.