Consumer Perception of Robotic Mobile Fulfillment Systems

Abstract

The chapter aims to understand customer perception after the introduction of robots in the robotic mobile fulfillment system (RMFS) storage areas for Amazon. Based on a netnographic analysis focused on the use of RMFS by the American company Amazon, the work is mainly aimed at improving our understanding of the performance of RMFS and the perception of this technology by customers of service companies in general and retail companies in particular. Improved productivity, reduced operation time, agility and flexibility, improved picking accuracy, optimal space utilization, cost of capital, and work ergonomics are the main motivations perceived and discussed by the virtual community behind the introduction of RMFS in Amazon's storage areas. Several risks of RMFS robotization are discussed based on the qualitative study conducted. Finally, a classification of the customers' perception of this new technology is made by distinguishing the variables of perceived usefulness and ease of use.