DEVELOPING A COBOTIC MODEL FOR EMPLOYEE AND CUSTOMER ENGAGEMENT

Abstract

Purpose – The utilisation of artificial intelligence (AI) and service robots within organisations is perceived as a two-fold transformation. While it streamlines processes, enhances quality, and boosts profits, it also poses a threat to job security for employees, potentially leading to a reluctance to collaborate in service creation, resulting in increased turnover and reduced overall involvement. Additionally, customers may experience discomfort during interactions with service robots, leading to perceptions of poor service quality in certain instances. This study aims to explore the dynamic between robots and employees within the service sector and develop a cobotic (collaborative employee-robot model) that enhances employee and customer engagement. Design – Three studies will be conducted to address the research questions. Study 1 will focus on research question 1, Study 2 will address research question 2, and Study 3 will address research question 3. Methodology—Study 1 will employ grounded theory through a qualitative focus group, semi-structured interviews, and participant unstructured observations; Study 2 will use a quantitative online and on-site survey employing a scenario-based approach; and Study 3 will use a quantitative online survey employing a scenario-based approach. Approach – This study will investigate the employee-robot relationship within the service industry, with a particular emphasis on the hospitality sector. The choice of this focus is prompted by the increasing adoption of robotics in this field and its direct relevance to the researcher’s professional background. Findings – This study’s findings will address the research objectives and questions: 1. Explore the relationship between employees and robots - What is the relationship between employees and robots in the service industry? 2. Examine how employee-robot relationships can address employee engagement - How does the robot-employee relationship affect employee engagement? 3. Examine how employee-robot relationships can address customer engagement - How does the robot-employee relationship affect customer engagement? Originality of the research – The research will contribute to engagement, artificial intelligence, human resources, and Value Co-Creation literature.