Martina Čaić, PhD


Martina Čaić is an Assistant Professor at the Department of Design, School of Arts, Design and Architecture, at Aalto University in Finland. She received her PhD from Maastricht University in the Netherlands, where she was a Marie Curie Fellow funded by the Service Design for Innovation Network (SDIN). Martina did her Bachelor’s and Master’s degrees at the Zagreb School of Economics and Management in Croatia.

Martina’s research interests are at the intersection of service management & marketing, service design, and emerging technologies (e.g., AI, social robots, voice assistants, chatbots). She studies interactions between AI-empowered agents and humans in diverse service settings (e.g., healthcare, financial services, public sector) with a focus on value creation, ethical implications, and organizational transformation. Her research has been published in the Journal of Service Management, Journal of Services Marketing, Journal of Interactive Marketing, International Journal of Social Robotics, International Journal of Consumer Studies, and International Journal of Design. Martina teaches courses related to service design, services marketing, and marketing and design research.


  • Blaurock, M., Čaić, M., Okan, M., & Henkel, A. (2022). “Robotic role theory: An integrative review of human-robot service interaction to advance role theory in the age of social robots.” Journal of Service Management, 33(6), 27-49.
  • Penttinen, V., Ciuchita, R., & Čaić, M. (2022). “YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews.” Journal of Interactive Marketing, 57(4), 561-582.
  • Blaurock, M., Čaić, M., Okan, M., & Henkel, A. (2022). A transdisciplinary review and framework of consumer interactions with embodied social robots: Design, delegate, deploy. International Journal of Consumer Studies. 46, 1877–1899.
  • Čaić, M., Holmlid, S., Mahr, D., & Odekerken-Schröder, G. (2022). “Design of Robotic Care: Ethical Implications of a Multi-Actor Perspective.” In Mario A. Pfannstiel Nataliia Brehmer, Christoph Rasche (Eds.), Service Design Practices for Healthcare Innovation: Paradigms, Principles, Prospects, pp. 381-398, Springer.
  • Svanda, A., Čaić, M., & Mattelmäki, T. (2021). “Scaling Up Diversity and Inclusion: From Classroom to Municipality.” NORDES 2021: Matters of Scale. 15-18 August 2021, Kolding (Denmark).
  • Mahr, D., Čaić, M., & Odekerken-Schröder, G. (2020). “An Interdisciplinary View of Marketing Ethics.” The SAGE Handbook of Marketing Ethics, 58.
  • Henkel, A. P., Čaić, M., Blaurock, M., & Okan, M. (2020). “Robotic transformative service research: deploying social robots for consumer well-being during Covid-19 and beyond”, Journal of Service Management, 31(6), 1131-1148.
  • Patrício, L., Sangiorgi, D., Mahr, D., Čaić, M., Kalantari, S., & Sundar, S. (2020). “Leveraging service design for healthcare transformation: toward people-centered, integrated, and technology-enabled healthcare systems”, Journal of Service Management, 31(5), 889-909.
  • Čaić, M., Avelino, J., Mahr, D., Odekerken-Schröder, G., & Bernardino, A. (2020). “Robotic Versus Human Coaches for Active Aging: An Automated Social Presence Perspective”, International Journal of Social Robotics, 12, 867–882.
  • Čaić, M., Holmlid, S., Mahr, D., & Odekerken-Schröder, G. (2019). “Beneficiaries’ View of Actor Networks: Service Resonance for Pluralistic Actor Networks”, International Journal of Design, 13(3), 69-88.
  • Čaić, M., Mahr, D., & Odekerken-Schröder, G. (2019) “Value of Social Robots in Services: Social Cognition Perspective”, Journal of Services Marketing, 33(4), 463-478.
  • Čaić, M., Odekerken-Schröder, G., & Mahr, D. (2018). “Service robots: Value co-creation and co-destruction in elderly care networks”, Journal of Service Management, 29(2), 178-205.
  • Overkamp, T., Čaić, M., Holmlid, S., Mahr, D., & Odekerken-Schröder, G. (2018). “Understanding generalisability from network-conscious service design projects”, ServDes – Service Design Conference, Milan, Italy.
  • Čaić, M., Mahr, D., Odekerken-Schröder, G., Holmlid, S., & Beumers, R. (2017). “Moving Towards Network-Conscious Service Design: Leveraging network visualisations”, Touchpoint Journal of Service Design,
  • Čaić, M., Mahr, D., Aguirre, E., de Ruyter, K., & Wetzels, M. (2015). Too Close for Comfort: The Negative Effects of Location-Based Advertising, Advances in Advertising Research (Vol. V), European Advertising Academy Volume 5, pp.103-111.
  • Drašković, N., Čaić, M., & Kuštrak, A. (2013). “Croatian perspective(s) on the lecturer-student interaction through social media”, International Journal of Management Cases, 15(4), 331-339.