Served by a cyborg: insights into how human enhancement technologies impact consumer response to frontline employees

Tension exists between rapid technological advancement which can reduce the need for human employees and consumers preferences for human employee interactions. In response, emerging industry perspectives highlight the importance of technology-human synergy. This research offers empirical insights into how consumers respond to “frontline cyborgs”—employees equipped with human enhancement technology (HET), which augments human abilities beyond natural limits. Following an empirics-first approach, three studies provide insights into the mediating effects of superhumanization, dehumanization, warmth and competence on satisfaction and loyalty intentions. Studies 1 and 2 demonstrate that HET generates unique consumer responses, distinguishing it not only from traditional human service but also from other technology-infused approaches. Study 3 then indicates that the outcome dependency between the cyborg and the customer impacts consumer perceptions of the interaction. This research introduces superhumanization and dehumanization as novel theoretical perspectives for retail and marketing scholars and managers. Furthermore, our results suggest important managerial considerations for where cyborgs are more (or less) attractive.