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<p>The aim of this paper is to examine the influence of perceived anthropomorphism of service robots on the memorable customer experience (MCE) and the mediating role of HRI satisfaction. Two research questions and five hypotheses are proposed. An experiment has been designed in a natural environment with two service robots with different anthropomorphic features. Findings showed that MCE increases when a service robot is placed in a service scenario augmenting front-line employees, compared to a situation without a service robot. The results also showed that the main antecedent of MCE was perceived anthropomorphism, while HRI satisfaction did not mediate the anthropomorphism–MCE relationship.</p>

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Service robots and memorable customer experience: The influence of perceived anthropomorphism

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年4月15日

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  • Miguel Ángel Moliner-Tena,
  • Luis José Callarisa-Fiol,
  • Javier Sánchez-García,
  • Rosa María Rodríguez-Artola

摘要

The aim of this paper is to examine the influence of perceived anthropomorphism of service robots on the memorable customer experience (MCE) and the mediating role of HRI satisfaction. Two research questions and five hypotheses are proposed. An experiment has been designed in a natural environment with two service robots with different anthropomorphic features. Findings showed that MCE increases when a service robot is placed in a service scenario augmenting front-line employees, compared to a situation without a service robot. The results also showed that the main antecedent of MCE was perceived anthropomorphism, while HRI satisfaction did not mediate the anthropomorphism–MCE relationship.