Co-creation 5.0 is a new era in which frontline employees (FLE) and service robots work as a team. This study examines the consequences of co-creation 5.0 on service outcomes in a real context and analyses the moderating effect of the FLEs and collaborative service robot (CSR) teams. We employed the attribution theory as the conceptual framework. Moreover, we studied the relationships between two service outcomes (perceived value of the firm and word of mouth (WOM) intention about the firm), two explanatory variables related to the two agents (perceived competence of FLEs and satisfaction with human–robot interaction (HRI), and the moderating effect of the FLE–CSR team. An empirical investigation was designed involving two CSRs that provided customers with information for one week each in two hotel lobbies. Qualitative research was conducted through observations and personal interviews with employees and customers. Customer evaluations were performed using a questionnaire based on scales validated in the literature. The findings show that in the current state of technology, in the context of co-creation 5.0, the FLE is primarily responsible for the firms’ outcomes from the customer perspective. The CSR is seen as a service delivery team member with a complementary character. However, personnel have negative opinions about CSRs and do not regard them as partners. However, customers assign responsibility to CSR, and an increase in their social–emotional skills leads to increased attribution of responsibility.

中文翻译：

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共创 5.0：一线员工-机器人团队和企业的成果。锡樵夫悖论


共创5.0是一线员工（FLE）与服务机器人团队协作的新时代。本研究探讨了共同创造 5.0 在真实环境中对服务结果的影响，并分析了 FLE 和协作服务机器人 (CSR) 团队的调节作用。我们采用归因理论作为概念框架。此外，我们研究了两种服务结果（公司的感知价值和关于公司的口碑（WOM）意图）、与两个代理相关的两个解释变量（FLE 的感知能力和对人机交互的满意度（ HRI），以及 FLE-CSR 团队的调节作用，设计了一项实证调查，涉及两个 CSR，分别在两个酒店大堂为客户提供一周的信息，通过观察和对员工和客户的个人访谈进行了定性研究。使用基于文献中验证的量表的调查问卷进行客户评估。研究结果表明，在当前技术状态下，在共创 5.0 的背景下，FLE 主要对客户角度的公司结果负责。 CSR被视为具有互补性的服务交付团队成员，但员工对CSR持负面看法，不将其视为合作伙伴。然而，客户将责任归咎于企业社会责任，而他们的社交情感技能的提高会导致责任归属的增加。