Fraser McLeay

Papers

Total Citations

335

H-Index

About

Dr. Fraser McLeay is a leading scholar at the intersection of service innovation, technology adoption, and consumer ethics. His research primarily explores how organizations integrate artificial intelligence and robotics into frontline service encounters, with a particular focus on vulnerable consumer populations. McLeay’s seminal work, “Replaced by a Robot: Service Implications in the Age of the Machine” (2020, 258 citations), critically examines the ethical tensions firms face when substituting human employees with robots, revealing how such transitions can erode brand trust and public confidence. This paper has become a cornerstone for understanding the psychological and reputational risks of automation in service contexts. In his more recent influential study, “Service Robots in Long-Term Care: A Consumer-Centric View” (2022, 77 citations), McLeay shifts focus to how individuals with disabilities and other vulnerable groups envision the integration of emotionally intelligent robots into care settings. By centering the voices of those most affected, this work challenges technocentric narratives and advocates for inclusive, human-centered design. McLeay’s contributions are vital for students and researchers navigating the complex ethical landscape of AI deployment, offering both theoretical depth and practical guidance for designing responsible, empathetic service systems in an increasingly automated world.