Martin Wetzels

Maastricht University, Ecole des Hautes Etudes Commerciales du Nord

Papers

Total Citations

522

H-Index

About

Martin Wetzels is a leading scholar at the intersection of services marketing, technology adoption, and consumer behavior. His research primarily explores how emerging technologies—particularly artificial intelligence and robotics—reshape service delivery and customer relationships. Wetzels is best known for his pioneering work on trust in humanoid robots, as demonstrated by his highly cited 2019 paper "Trust in humanoid robots: implications for services marketing" (505 citations), which critically examines how anthropomorphic design influences consumer trust and adoption of service robots. This work has become foundational for understanding the psychological barriers to human-robot interaction in commercial settings. More recently, Wetzels has contributed to the discourse on technology-infused retailing, co-authoring "A new era of technology-infused retailing" (2024), which outlines how digital innovations are transforming the retail landscape. His research has significant implications for both academics and practitioners, offering evidence-based insights into designing trustworthy autonomous systems. With over 500 citations on his most influential work alone, Wetzels continues to shape how marketers and technologists approach the integration of intelligent machines into consumer-facing environments.