Q 방법론을 활용한 외식업체 서빙 로봇에 관한 고객 인식 분석 - MZ세대 항공서비스 전공자를 중심으로 -

Abstract

This study This study explores how users perceive serving robots by examining both their evaluations of robot performance and their emotional responses. Using Q methodology, the research identifies perception types among airline service major students, who are likely to interact with robotic service environments in the future. Forty undergraduate students participated, sorting 25 statements related to usability, emotional impressions, reliability, and service quality. These statements were developed through literature review and interviews. The data were analyzed using centroid factor analysis and Varimax rotation. Three perception types emerged. Type 1, ‘Emotional Service-Oriented’ questioned robots’ emotional abilities and adaptability, stressing the importance of human warmth. Type 2, ‘Digital Trend Acceptance’ viewed robots positively as efficient and innovative, valuing consistency and novelty. Type 3, ‘Service Quality-Conscious’ appreciated the innovation but were concerned about service quality compared to human staff. The findings suggest that users’ perceptions go beyond technical performance and are shaped by emotional and service-related expectations. Service strategies should therefore be adapted to different user types: hybrid models for emotionally sensitive customers and autonomous robots for those prioritizing efficiency and hygiene. This research adds to service innovation literature by revealing the diversity of customer attitudes toward robotic services. The use of Q methodology provides practical insights for designing customer-centered service models in the hospitality sector.