Soobin Seo

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About

Soobin Seo is a pioneering researcher at the intersection of service technology, consumer behavior, and gender dynamics in human-robot interaction. Her most-cited work, "Is her (his) gender matched or not matched with me? Gender (dis)match effect between customers and gendered service robots" (2024, 30 citations), has quickly established her as a leading voice in understanding how robot gender presentation influences customer experiences. This research reveals critical insights into the psychological mechanisms of gender congruence in service encounters, showing that customers respond differently to robots based on perceived gender alignment. Seo’s contributions are particularly significant as service robots become increasingly prevalent in hospitality, retail, and healthcare settings. Her work challenges traditional assumptions about robot design and offers practical guidance for businesses deploying gendered AI. By bridging social psychology, robotics, and service management, Seo provides a nuanced framework for creating more effective and inclusive human-robot interactions. Her research has already garnered attention from scholars in marketing, human-computer interaction, and gender studies, positioning her as an emerging thought leader in the ethical and strategic deployment of gendered service technologies.