How do consumers engage with proactive service robots? The roles of interaction orientation and corporate reputation

Purpose This study aims to apply the elaboration likelihood model to explore when, how and why robotic services increase customer engagement. Design/methodology/approach A field survey and two experiments were conducted to examine the proposed theoretical framework. Findings The robots’ proactive behavior encouraged customers to trust and engage with them. The influence of this behavior on customer engagement increased for highly interaction-oriented customers or when the reputations of companies were poor. Practical implications The findings can inform the efficient management of customer–robot interactions and thus support firms’ relationship marketing objectives. Originality/value The literature on robotic services has recognized that robots should be proactive to ensure positive customer experiences, but few studies have explored the relational outcomes of proactive robotic services. The authors’ in-depth empirical examination thus extends research into the role these services can play in fostering customer engagement.