The service sector is at an inflection point, with robotics and technologies like AI, big data, and biometrics transforming service industries. This paper explores the potential role of service robots in the future and advances a research agenda for service researchers. It defines service robots, contrasts their features with frontline employees, and examines consumer perceptions and ethical issues. Service robots can perform tasks with high predictability and consistency, offering customized services without bias. However, they lack emotional depth and may not replace humans in complex, emotionally demanding roles. The paper also discusses the ethical implications of robot-delivered services at individual, market, and societal levels. Service robots can enhance efficiency and reduce costs, but their deployment may lead to job displacement and increased inequality. The paper highlights the need for ethical guidelines and policies to ensure equitable access and responsible use of service robots. It concludes that while service robots can complement human workers, they are unlikely to fully replace them in emotionally complex tasks. The paper emphasizes the importance of balancing technological advancement with ethical considerations to ensure the benefits of service robots are widely shared.The service sector is at an inflection point, with robotics and technologies like AI, big data, and biometrics transforming service industries. This paper explores the potential role of service robots in the future and advances a research agenda for service researchers. It defines service robots, contrasts their features with frontline employees, and examines consumer perceptions and ethical issues. Service robots can perform tasks with high predictability and consistency, offering customized services without bias. However, they lack emotional depth and may not replace humans in complex, emotionally demanding roles. The paper also discusses the ethical implications of robot-delivered services at individual, market, and societal levels. Service robots can enhance efficiency and reduce costs, but their deployment may lead to job displacement and increased inequality. The paper highlights the need for ethical guidelines and policies to ensure equitable access and responsible use of service robots. It concludes that while service robots can complement human workers, they are unlikely to fully replace them in emotionally complex tasks. The paper emphasizes the importance of balancing technological advancement with ethical considerations to ensure the benefits of service robots are widely shared.