Marco Tregua

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About

Marco Tregua is a leading scholar in service innovation and technology acceptance, with a particular focus on the evolving dynamics between humans and robots. His research primarily explores the socio-technical factors that drive the acceptance or rejection of robotic services, a critical area as automation becomes increasingly embedded in daily life. His most-cited work, the 2020 paper "Understanding robot acceptance/rejection: the SAR model," introduces a novel framework that shifts the conversation from speculative futures to real-world opportunities. Using a rigorous qualitative methodology, Tregua identifies key determinants of user behavior toward service robots, offering actionable insights for designers and policymakers. This foundational study has garnered 9 citations, reflecting its growing influence in the fields of service management and human-robot interaction. Beyond this, Tregua’s broader contributions include advancing the theoretical understanding of service ecosystems and value co-creation, often bridging gaps between technology adoption and consumer experience. His work is notable for its practical relevance, helping shape how organizations integrate robotic solutions while addressing user concerns. For students and researchers, Tregua’s scholarship offers a vital lens for examining the human side of technological disruption.