Research seminar: Designed to Serve: Social Robots in Value Networks
Welcome to a research seminar with Martina Čaić, new post-doctoral researcher at CTF.
Title: Designed to Serve: Social Robots in Value Networks
Date: February, 19
Emerging technologies (e.g., Robots, Internet of Things, Artificial Intelligence) are radically changing the ways in which and with whom consumers co-create value. As service systems increase in their complexity due to the proliferation of robotic actors exhibiting human-like mind and behaviour, there is a need for a better understanding of how such anthropomorphized automation affects actors who are an integral part of these complex service systems. This presentation takes an interdisciplinary perspective, combining knowledge from service marketing and management, service design, robotics, and social psychology, to enhance the scholarly understanding of users' i) personal values activated by the robot's value proposition, ii) evaluations of the robot's value co-creation and co-destruction potential, and iii) social perceptions of robotic actors.
Martina Čaić is a post-doctoral researcher at CTF – Service Research Center at Karlstad University in Sweden and an associate researcher at Hanken School of Economics in Finland. She received her PhD from Maastricht University in the Netherlands, where she was a Marie Curie Fellow funded by the Service Design for Innovation Network (SDIN). Her research addresses customer experiences in value networks, with a particular focus on robotic and ambient assisted living technologies. Specifically, she conducts research in healthy aging contexts, employing a service design mindset, tools, and methods to understand users’ perceptions of disruptive technologies. Her research has been published in Journal of Service Management, Journal of Services Marketing, International Journal of Social Robotics, and International Journal of Design.