Impression management is essential for successful employee–robot collaboration, leading to desired customer and employee performance outcomes. This chapter expands dramaturgy theory to the context of employee–robot collaboration, offering a valuable complement to traditional service triad models that often fail to capture impression management in human–robot interactions. A conceptual framework has been proposed, highlighting the significance of impression management among the stage (interaction location), actors (employees and robots) and the performance (interaction) directed toward the audience (customers). Based on this conceptual model, a research direction has been proposed.