This research paper formulates role of virtual service robots in view of relationship marketing. The paper draws special attention to some underlying premises of adoption of virtual service robots in managing relationships. Although, robots in service encounters witnessed substantial attention from scholars in recent years, more attention is needed especially related to adoption of service robots in managing customer relationships. Post examining practitioner literature from the IT industry (global consulting firms and CRM vendors), the paper elaborates on three research avenues. First, identifying customer barriers and motivators in case of service robot adoption. Second, to examine robots as interaction partners in actual field setting and third, to evaluate different characteristics of relationships styles and how these might diminish or enhance customer experience. In closing, based on the study’s findings theoretical and practical implications are offered.