Will I try or will I resist artificial intelligence-based frontline service technologies? A review and research agenda

Author Affiliation

  • Ihtesham Ud Din is Lecturer, Department of Marketing, School of Business Studies, Institute of Business Administration(IBA), Karachi, Pakistan

Faculty / School

School of Business Studies (SBS)

Department

Department of Marketing

Centre

Aman Center for Entrepreneurial Development (AMAN-CED)

Was this content written or created while at IBA?

Yes

Document Type

Article

Source Publication

Service Business

ISSN

1862-8508

Keywords

Consumer resistance, Innovation adoption, Artificial intelligence, Frontline service technology, Systematic literature review

Disciplines

Marketing

Abstract

The limited research on consumer resistance to artificial intelligence-based frontlineservice technologies (AI-based FSTs) has been overshadowed by studies emphasiz-ing the drivers for its adoption. By integrating innovation diffusion and innovationresistance theories, we systematically reviewed and synthesized the relevant litera-ture and, following the preferred reporting items for systematic reviews and me-ta-analyses (PRISMA) framework, distinguished between forms of resistance andexplained how they shape consumers’ willingness or unwillingness to try AI-basedFSTs. The findings offer actionable insights for management by identifying howdesign, communication, and implementation choices trigger or mitigate resistanceand outline future research pathways in AI-enabled service innovation.

Indexing Information

Australian Business Deans Council (ABDC), HJRS - W Category, Scopus

Journal Quality Ranking

4.1

Citation/Publisher Attribution

Ud Din, I., & Van Riel, A. C. (2026). Will I try or will I resist artificial intelligence-based frontline service technologies? A review and research agenda. Service Business, 20(1), 9.

Publication Status

Published

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Rights Information

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

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