Drivers and barriers of human-robot service interactions (Master & MME Graduates)

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Basic Information

Lehr- und Forschungsgebiet Dienstleistungs- und Technologiemarketing


There are several topics available for a master thesis at the Department for Service and Technology Marketing (STM) targeting factors that impact consumers’ acceptance, adoption of, and interaction with AI-based service robots. Research should focus on AI-based services and the individual and contextual drivers or barriers of human-robot interaction. Research methods depend on the specific topic of the individual thesis and may be based on qualitative, quantitative or conceptual approaches. Students looking for a collaborative master thesis with company support are free to propose suitable firm partners for the individual study. Potential research questions include, but are not limited to the following interests:

- Causes of consumer rejection of interaction with service robots (person-inherent factors vs. robot characteristics).
- Obstacles to customer adoption and acceptance of human-robot interactions in the service context
- Unintended consequences of interaction for users and/or companies
- Discrepancy between hoped-for and actual customer benefits of the service interaction
- Ethical and moral concerns related to the use of service robots in human interaction
- Possible application contexts to consider: Hospitality, food service, healthcare, and more

Students interested in facing one of these or related topics are encouraged to get in touch with Mr. Heiko Holz (STM).

Keywords: Artificial Intelligence, Services, Human-Robot Interactions, Service Experience