Evolution of service robots in marketing: A relational framework and future research agenda
梳理了服务机器人在营销领域的演进，从关系视角提出分类框架和四个指导前提，并指出伦理、生态系统关系等未来研究方向，适合关注服务机器人营销应用的学者。
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.