HSR 의인화 수준이 서비스 품질 만족도에 미치는 영향

This study aims to examine the impact of the anthropomorphism of service robots on service quality satisfaction and to analyze its subsequent effects on customers’ service experience evaluation and revisit intentions. To achieve this, an online survey was conducted targeting customers who had used service robot-operated restaurants at least once. The survey included items related to perceived quality (appearance, voice, communication ability) and perceived usefulness of service robots, high-tech ambiance, service quality satisfaction, service experience evaluation, and revisit intentions. A total of 240 valid responses were collected and analyzed. The analysis revealed that among the perceived quality factors of service robots, voice and communication ability significantly influenced customers’ service quality satisfaction. Specifically, improvements in these two aspects demonstrated the potential to enable service robots to respond more swiftly and accurately to customer needs and inquiries, thereby enhancing service quality and customer satisfaction. Furthermore, service quality satisfaction was found to significantly affect both service experience evaluation and revisit intentions. The findings also indicated a partial mediating effect of service quality satisfaction in the relationship between independent variables (perceived quality, perceived usefulness, and high-tech ambiance) and dependent variables (service experience evaluation and revisit intentions). This study offers practical implications for the growing adoption of service robots in the foodservice industry. It highlights the importance of enhancing service robot quality and incorporating anthropomorphic elements in their design. The findings are expected to inform strategic development efforts for service robots aimed at enhancing customer experience value and fostering greater customer satisfaction.