
서비스 로봇의 고객지향성과 고객준비도가 서비스 로봇에 대한 신뢰형성 및 신뢰전이에 미치는 영향
Copyright 2025 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
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초록
서비스 경제 시대에 다양한 서비스 시스템이 소개되면서 인구 감소에 따른 노동력 감소라는 산업 구조적 이슈를 해결할 대안으로 서비스 로봇이 주목받고 있다. 이러한 관점으로 서비스 접점에서 기존의 인적자원을 대체하는 서비스 로봇에 대한 평가는 서비스 공급자 측면인 서비스 로봇과 수요자 측면인 고객 모두에게 중요하다. 본 연구는 서비스 접점에서 서비스 로봇의 고객지향성과 고객의 고객준비도 사이에 신뢰가 형성되는지 알아보고, 형성된 고객의 신뢰는 서비스 로봇이 운영되고 있는 장소와 종업원에게도 전이되는지 알아보고자 하였다. 실증분석을 위하여 서비스 로봇이 제공하는 서비스를 경험한 일반인 대상으로 설문 조사 후 구조방정식 모형으로 분석하였다. 연구결과, 서비스 접점에서 서비스 로봇에 대한 고객의 신뢰는 인지적 신뢰와 정서적 신뢰 두 가지 차원으로 형성됨을 확인하였으며, 이는 인적 대체자원으로서의 서비스 로봇과 고객 관계에도 종업원과 고객 관계에서 형성되는 대인 신뢰가 동일하게 형성된다는 점과 동시에 인지적 신뢰와 정서적 신뢰가 장소 및 종업원으로 전이 됨을 확인하였다는 점에서 학문적 기여가 있으며, 이를 근거로 시사점을 제시하였다.
Abstract
In the era of service economy, service robots are attracting attention as an alternative to solve the industrial structural issue of labor shortage due to population decline as various service systems are introduced. From this perspective, the evaluation of service robots that replace existing human resources at service contact points is important for both service robots as service providers and customers as demanders. This study aimed to examine whether trust is formed between the customer orientation of service robots and customer readiness at service contact points, and whether the formed customer trust is transferred to the place where the service robots are operated and employees. For empirical analysis, a survey was conducted targeting the general public who experienced the service provided by service robots and analyzed using a structural equation model. The results of the study confirmed that customer trust in service robots at service contact points is formed in two dimensions: cognitive trust and emotional trust. This academic contribution is that it confirms that interpersonal trust formed in the relationship between employees and customers is formed equally in the relationship between service robots as human substitutes and customers, and that cognitive trust and emotional trust are transferred to the place and employees. Based on this, implications are suggested.
Keywords:
Service Robot, Customer Orientation, Customer Readiness, Cognitive Trust, Affective Trust, Trust Transfer키워드:
서비스 로봇, 고객지향성, 고객준비도, 인지적 신뢰, 정서적 신뢰, 신뢰 전이Acknowledgments
This paper is based on the first author’s Ph.D. dissertation
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∙저자 최상묵은 중앙대학교 건설환경공학과를 졸업하였으며, 대전대학교에서 기술경영 전공으로 융합컨설팅학 석사 및 박사를 취득하였다. 현재 ㈜iFA 산하 사업단대표로 재직 중에 있으며, 중소․중견 기업 대상으로 기술사업화, 사업재편 및 디지털전환 컨설팅 등을 수행하고 있다. 주요 연구 분야는 인공지능 챗봇, 서비스로봇과 협업로봇, 지속가능공급사슬관리 등이다.
∙저자 최도영은 현재 대전대학교 경영대학 운영관리/MIS 전공 부교수로 재직 중이다. 서울대학교 경영학과를 졸업하였으며 KDI국제정책대학원에서 경영학 석사, 성균관대학교에서 경영학 박사(운영관리/경영정보)를 취득하였다. IBM Global Technology Services에서 IT최적화 관련 고객서비스 및 기술영업을 담당하였으며, LG CNS(주)에서 데이터센터 해외사업팀장, IT아웃소싱 사업팀장을 거쳤다. 주요 연구 분야는 뉴로사이언스 기반 의사결정론, 에이전트기반모델링, 인공지능응용, 지속가능공급사슬관리 등이다.