Re-examining value co-creation in the age of interactive service robots

Barnett, Willy, Foos, Adrienne, Gruber, Thorsten, Keeling, Debbie Isobel, Keeling, Kathleen and Nasr, Linda (2016) Re-examining value co-creation in the age of interactive service robots. Academy of Marketing Science. World Marketing Congress 18, Bari, Italy, July 14-18, 2015. Published in: Petruzzellis, Luca and Winer, Russell S, (eds.) Rediscovering the essentiality of marketing: proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. 417-422. Springer Verlag ISBN 9783319298764

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Abstract

With robots increasingly considered as viable service agents, marketers must explore the nature of value co-creation during service interactions and the consequences for the wider nature of relationships between service providers and customers. This study investigates the nature of the direct interaction between humans and robots and the implications for value co-creation. The aim is to reveal the underlying structures that influence user opinions of robot roles and value-in-use, and so inform the debate on social implications of robot service. Such insights will create awareness for the changing nature of service encounters and help marketers promote positive interactions.

Item Type: Conference Proceedings
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Depositing User: Debbie Keeling
Date Deposited: 28 Jun 2017 07:49
Last Modified: 28 Jun 2017 12:24
URI: http://sro.sussex.ac.uk/id/eprint/68827

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