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About

Sanjit Kumar Roy is an emerging scholar at the forefront of human-robot interaction research in service contexts, with a particular focus on how customers perceive, trust, and engage with social robots in increasingly automated service environments. His work bridges the fields of service marketing, customer experience, and emerging technologies, positioning him as a thought leader in the rapidly evolving landscape of Industry 5.0-driven services. Roy's most cited contribution, "Customer Experience Quality with Social Robots: Does Trust Matter?" (2023, 45 citations), offers critical insights into how customer equity drivers — including value, brand, and relationship equity — shape consumer experiences with robotic service providers. Complementing this, his research on relationship quality in customer-robot interactions employs innovative methodological approaches, such as value recipes analysis, to unpack the complex dynamics of human-machine service encounters. His scholarship is particularly timely as businesses worldwide accelerate the adoption of service robots across hospitality, retail, and healthcare sectors. Roy's growing citation record reflects the significance and relevance of his contributions to both academic discourse and practical service innovation in the age of intelligent automation.