Customer perception on service robots: The impact of cuteness to customer experience

Thumbnail Image
Journal Title
Journal ISSN
Volume Title
School of Business | Master's thesis
Degree programme
Information and Service Management (ISM)
47 + 14
This thesis focuses on service robotics and how service robot designers should design their robots to enhance the customer experience when interacting with the service robot. Enhancing the customer experience in human-robot interaction (HRI) is critical as customers might have prejudices toward robots as they are not familiar with them. People are often against change and a service robot replacing human employee might not sit right with customers. Furthermore, as customers are unfamiliar with robots, they might be uncomfortable as they don’t know how the robot acts and moves. In this thesis cuteness approach is taken to find out whether cuteness could be one of important aspects when designing service robots. During the literature review it was found out that cuteness can be perceived in voice, appearance, colours, storytelling and even in fonts used in text. Furthermore, it was found out that cuteness induces positive behaviour and emotions such as caretaking behaviour and carefulness as well as feeling of healing and trust. The main findings of the thesis are found in the empirical research as PLS model is tested and introduced. The results show that cuteness in a service robot has a significant positive effect on holistic comfort, anthropomorphism, likeability, satisfaction and trust. With these results it was concluded that cuteness is something robot designer should consider when designing service robots.
Thesis advisor
Liu, Yong
service robot, cuteness, HRI, anthropomorphism, comfort, likeability, satisfaction, trust
Other note