서빙로봇 서비스품질이 고객참여 및 충성도에 미치는 영향
Effect of Serving Robot Service Quality on Customer Engagement and Loyalty
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초록
본 연구에서는 기존의 서빙로봇 관련 연구의 한계점에서 출발하여 서빙로봇 서비스품질 차원이 고객참여와 충성도에 미치는 영향 관계를 파악해 보고자 하였다. 이론적 고찰을 토대로 연구모형을 도출하였고, 서빙로봇 레스토랑을 이용한 경험이 있는 고객을 대상으로 자료를 수집하여 총 178부를 분석에 사용하였다. 구조방정식 모델을 활용하였으며, 분석 결과는 아래와 같다. 첫째, 서빙로봇 서비스품질 차원은 효율성, 정확성, 이용용이성, 편의성으로 구분하였다. 4개의 하위차원 중 효율성, 이용용이성, 편의성은 고객참여에 유의한 정의 영향을 미치는 것으로 나타났다. 반면, 서빙로봇의 정확성은 고객참여 행동을 높이지 않는 것으로 나타났다. 둘째, 고객참여는 충성도에 유의한 정의 영향을 미치는 것으로 나타났다. 셋째, 서빙로봇 서비스품질 중 효율성과 정확성은 충성도에 유의한 정의 영향을 미치는 것으로 나타났다. 반면, 이용용이성과 편의성은 충성도에 유의한 영향을 미치지 않는 것으로 나타났다. 특히, 서빙로봇 서비스품질 중 이용용이성과 편의성은 충성도에 직접영향을 미치는 것이 아니라, 고객과의 상호작용인 고객참여를 통해 강화되고 있음을 알 수 있었다. 따라서 서빙로봇의 맥락에서는 서빙로봇과의 고객참여 행동을 핵심적으로 관리해야 할 것으로 사료된다.
Abstract
This study started from the limitations of existing research on serving robots and aimed to understand the impact of the service quality dimensions of serving robots on customer participation and loyalty. Based on theoretical considerations, a research model was derived, and data was collected from customers who had experience using serving robot restaurants, with a total of 178 responses analyzed. A structural equation model was utilized, and the analysis results are as follows. First, the service quality dimensions of serving robots were categorized into efficiency, accuracy, ease of use, and convenience. Among the four sub-dimensions, efficiency, ease of use, and convenience were found to have a significant positive effect on customer engagement. In contrast, the accuracy of the serving robot did not increase customer engagement behavior. Second, customer engagement was found to have a significant positive effect on loyalty. Third, among the service quality dimensions of serving robots, efficiency and accuracy were found to have a significant impact on loyalty. On the other hand, ease of use and convenience did not have a significant effect on loyalty. It was observed that ease of use and convenience do not directly influence loyalty, but rather are reinforced through customer engagement behavior, which involves interaction with customers. Therefore, in the context of serving robots, it is considered essential to manage customer participation behavior with serving robots as a core focus.
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