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서비스 로봇의 서비스품질이 고객 경험에 미치는 영향

The Effect of Service Quality of Service Robots on Consumer Experience

배진현|조상리
대한산업경영학회 (Dae Han Society of Industrial Management)|2024.12|산업융합연구 (Journal of Industrial Convergence)|제22권 제12호|pp. 45-55|DOI https://doi.org/10.22678/JIC.2024.22.12.045

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키워드

신뢰성Reliability반응성의인화감정적 경험Anthropomorphism서비스 로봇확신성AssuranceCognitive experience인지적 경험Service RobotsResponsivenssEmotional experiences
주제분류학제간연구

초록

본 연구는 서비스 로봇의 서비스품질에 관한 것으로 서비스 로봇의 특성에 따른 서비스품질의 차원을 규명하고 이것이 소비자 경험과 행동에 미치는 영향을 서비스 로봇 이용 고객 305명을 대상으로 검증하였다. 연구 결과 첫째, 신뢰성, 확신성, 반응성은 인지적 경험에 유의미한 정의 영향을 미치는 것으로 나타났다. 둘째, 의인화, 반응성, 신뢰성은 감정적 경험에 유의미한 정의 영향을 미치는 것으로 나타났다. 셋째, 인지적 경험과 감정적 경험은 모두 재방문의도에 긍정적 영향을 미치는 것으로 나타났다. 소비자에게 서비스를 제공하는 서비스 주체는 인간이든 로봇이든 기업을 대표하고 고객-기업 관계에 영향을 미친다. 그러므로 서비스 로봇을 사용하는 기업들은 고객이 서비스 로봇을 어떻게 평가하고 반응하는지에 대해 이해를 해야 한다. 서비스 로봇의 성장세를 볼 때 서비스 로봇은 우리 생황에 큰 영향을 미칠 것으로 보인다. 본 연구의 결과는 향후 서비스 로봇 관련 연구의 기초적인 토대를 제공할 수 있을 것이다.

Abstract

This study examines service quality of service robots, identifying dimensions of service quality based on service robot characteristics and their impact on consumer experiences and behaviors using a sample of 305 service robot customers. The study found that first, reliability, assurance, and responsiveness have a significant defining effect on cognitive experience; second, anthropomorphism, responsiveness, and reliability have a significant defining effect on emotional experience; and third, cognitive experience and emotional experience are related. Third, both cognitive and emotional experiences have a positive effect on revisit intentions. Whether human or robotic, service entities that provide services to consumers represent companies and influence the customer-company relationship. Therefore, companies using service robots need to understand how customers evaluate and react to them. Given the growth of service robots, they are likely to have a significant impact on our lives. The results of this study can provide a basic foundation for future research on service robots.

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