Exploring relationship orientations in human–robot value co-creation interactions
Author Identifier (ORCID)
Abstract
Purpose – This study aims to propose a unique set of nine relationship orientations for human–robot value co-creation to enable effective coworking between humans and robots in service systems. Design/methodology/approach – Drawing upon the value co-creation literature and fundamental interpersonal relations orientation theory (FIRO), the authors apply a projective technique of in-depth interviews with frontline employees (FLEs) and consumers to theorize nine human–robot co-creation orientations. Findings – The nine orientations provide an innovative lens for understanding how human value co-creators perceive human–robot coworking relationships. They illustrate how the relational needs of each service actor, including inclusion, control and affection, are met. Building on the FIRO framework, the authors advance key propositions for each relationship orientation. Research limitations/implications – This research contributes to the emerging field of human–robot integration by developing a distinct set of relationship orientations that highlight expectations of robots’ roles from the perspectives of FLEs and customers. In doing so, it advances a relational lens on human–robot value co-creation and extends robotic role theory by linking relationship orientations to role interface, enactment and suitability in service contexts. Practical implications – The findings help inform how robot orientations can be operationalized to develop service processes that integrate robots effectively, optimize human–robot collaboration and balance the contrasting expectations of FLEs and customers, while also showing how these orientations function across high- and low-contact services to provide actionable guidance for configuring robot roles. Originality/value – The study develops human–robot value co creation relationship orientations and propose how these orientations informs service process design, guide human–robot collaboration and shape the expectations of FLEs and customers. The authors also outline a future research agenda to support deeper integration of robots into collaborative service contexts and provide practical guidance to design robot roles.
Keywords
human–robot interactions, organizational frontlines, relationship orientations, service interactions, value co-creation
Document Type
Journal Article
Date of Publication
5-25-2026
ISSN
08876045
Publication Title
Journal of Services Marketing
Publisher
Emerald
School
School of Business and Law
Copyright
subscription content
Content Type
Metadata only
First Page
1
Last Page
22
Recommended Citation
Laud, G., Leo, W. W. C., Ranaweera, C., & Roy, S. K. (2026). Exploring relationship orientations in human–robot value co-creation interactions. Journal of Services Marketing. Advance online publication. https://doi.org/10.1108/JSM-05-2025-0303