The Changing Role of Frontline Employees in a Human-Robotic Workforce

Frontline service employees play a crucial role in a firm’s performance. Over the last decades, service research has widely investigated the antecedents and outcomes of frontline employees’ commitment and behaviour in service encounters (referred to as “moments of truth”). However, the traditional role of employees is increasingly impacted by various disruptive themes (e.g. digital economy, multi-generational workforce, COVID-19 pandemic) and emergent technologies, including artificial intelligence (AI), automation, and robotics. In recent years, enterprises have explored how to deploy robotic solutions (e.g. chatbots, service robots) into their frontline operations to streamline consumer interactions and improve customer service. To facilitate the digital transformation towards a human-robot frontline workforce, business leaders need to understand the interdependence of hybrid (human and robot) teams in service delivery. This chapter will address the convergence of human and AI-based frontline assistants (FLAs) and evolving service delivery systems based on human-robot collaboration. The chapter will conclude with a discussion of implications for academia, industry, and society.