Communications of the ACM
Brand and Relationship Equity Influence Trust in Social Robots
A humanoid robot is an example of a social robot used across different service settings.
While the rise of artificial intelligence can be a contentious issue, research indicates that using social robots in a commercial setting would likely be met with less resistance.
The increasing prevalence of social robots in retail is consistent with Industry 5.0 tenets, which advocate for "humans and machines acting synergistically," says Sanjit Roy, an author of the study and a professor at Edith Cowan University, Australia.
The study investigates the relationships among customer equity drivers such as value equity, brand equity, and relationship equity, trust in social robots, and trust in service providers.
Successful interactions generate trust, which "implies that investing in relationship equity can generate more trust in social robots," Roy says. "Thus, it is anticipated that relationship equity will influence trust in service providers and trust in social robots."
From Edith Cowan University
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