Uncovering the social impact of service robots in transformative services: conceptual typology and future research

Purpose Service robots (SRs) increasingly perform service roles in transformative services, yet these roles remain insufficiently clarified in the literature. This study aims to develop a conceptual typology of SR roles designed to mitigate customer vulnerability and enhance well-being, thereby contributing to a positive social impact. Design/methodology/approach This study builds upon a systematic literature review and analyzes 189 empirical studies using a three-phase process to develop a typology of SR roles in transformative services. Findings The study develops a typology of SR roles in transformative services based on four dimensions (anthropomorphism, interaction orientation, service beneficiary and well-being outcome) and illustrates it with examples. The typology highlights pathways through which SRs create social impact: reducing emotional and social vulnerabilities, supporting functional autonomy and capability development and enhancing collective well-being and inclusion. Practical implications The typology provides service managers and SR designers with a framework to understand different types of SR roles in transformative services, guiding them in the design and deployment of diverse SR applications that generate social impact. Originality/value This study contributes by linking Transformative Service Research with social impact in business research. It also proposes a novel typology of SR roles, clarifying how different configurations of SR characteristics, service orientation and service beneficiaries are associated with distinct types of transformative and social impact outcomes. It also outlines a research agenda to guide and stimulate future studies.