The goal of this research is to focus on the ethical issues linked to the interaction between human and robots in a service delivery context. The originality of this research comes from that fact that potential users will have to define the importance of each ethical attribute on their overall intention to use the robot in the future. This method should allow us to uncover which ethical items are important for the customer’s intention to use a frontline service robot. Moreover, we focus our ethical issues applied to frontline service robots in order to have a more concrete ethical tool for this precise technology. In doing so, we do not intend to come up with generic principles that apply to all robots, but to uncover the ethical principles which are important specifically for the intention to use frontline service robots.