Service robots have emerged as powerful technological tools across various markets. Customer orientation and responsiveness to feedback, such as word of mouth (WOM), are critical factors in managerial decision-making. However, does WOM act as an angel or a devil? To address this question, the current study seeks to deepen our understanding of both positive and negative WOM regarding service robots. This investigation integrates perspectives from both consumer and employee, utilizing asymmetric data analysis techniques, specifically fuzzy set qualitative comparative analysis (fsQCA). Study 1 examines the antecedents of WOM from consumer’s perspective, while study 2 further explores the consequences of WOM related to service robots from employee's perspective. The findings reveal three causal configurations that are sufficient to result in high levels of both positive and negative WOM, respectively. Additionally, study 2 identifies three causal configurations that can lead to elevated levels of intention to cooperate with service robots.

中文翻译：

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天使还是魔鬼？基于消费者和员工视角的 WOM 对服务机器人的前因后果的再探究


服务机器人已成为各个市场的强大技术工具。客户导向和对反馈的响应能力，如口碑 （WOM），是管理决策的关键因素。然而，口碑是天使还是魔鬼呢？为了解决这个问题，本研究旨在加深我们对服务机器人正面和负面 WOM 的理解。这项调查利用不对称数据分析技术，特别是模糊集定性比较分析 （fsQCA），整合了消费者和员工的观点。研究 1 从消费者的角度考察了口碑的前因，而研究 2 从员工的角度进一步探讨了与服务机器人相关的口碑后果。研究结果揭示了三种因果关系，它们足以分别导致高水平的正面和负面 WOM。此外，研究 2 确定了三种可能导致与服务机器人合作的意愿水平升高的因果关系。