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Hizmet Robotlarının Tasarımı ve Antropomorfik Özellikleri Üzerine Nitel Bir Araştırma

Year 2025, Issue: 40, 53 - 76, 15.10.2025
https://doi.org/10.54600/igdirsosbilder.1696483

Abstract

Bu çalışma, hizmet robotlarının antropomorfik (insan benzeri) tasarım özelliklerine yönelik toplumsal algıyı incelemeyi amaçlamaktadır. Teknolojik gelişmelerle birlikte, hizmet sektöründe yaygınlaşan robotların, insan benzeri fiziksel, işlevsel ve içsel özelliklerle donatılması, insan-robot etkileşimini doğrudan etkilemektedir. Araştırma kapsamında, farklı yaş, cinsiyet, eğitim ve meslek gruplarından 142 katılımcı ile yarı yapılandırılmış mülakatlar gerçekleştirilmiştir. Katılımcılara robot algısı, hizmet alanları, insansı tasarım özellikleri ve yapay zekâya dair sorular yöneltilmiştir. Bulgular, hizmet robotlarının genel olarak işleri kolaylaştıran, programlanmış, otonom ve yapay zekâ temelli sistemler olarak algılandığını ortaya koymuştur. Katılımcıların büyük çoğunluğu, robotların ses ve yapay zekâ özelliklerine olumlu yaklaşırken; doku ve bedenin insan benzeri olmasına yönelik daha temkinli ve olumsuz değerlendirmeler sunmuştur. Robotların insansı hareketleri, yüz ifadeleri ve sesleri, sosyallik, güven ve işlevsellik gibi boyutlarda önemli etkiler yaratmakta; özellikle uyum sağlama, etkileşim ve doğal algı oluşturma açısından olumlu katkılar sunmaktadır. Öte yandan, bazı katılımcılar bu özelliklerin tuhaflık, kimlik tehdidi veya mahremiyet ihlali gibi riskler barındırdığını ifade etmiştir. Tasarım önerileri bağlamında, robotların kullanım amacına uygun ve ergonomik biçimde tasarlanmasının önemi vurgulanmış, insan benzeri tasarımın gerekliliğine dair görüşler çeşitlilik göstermiştir. Araştırma sonuçları, hizmet robotlarının kabul edilebilirliğini artırmak adına, antropomorfik tasarım unsurlarının dikkatli ve dengeli biçimde kurgulanması gerektiğini ortaya koymaktadır.

References

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  • Ma, K., Duan, X., Fu, X., Liu, W., & Zheng, M. (2025). Effects of human-robot interaction type on customer tolerance of humanoid robot service failure. Journal of Hospitality Marketing & Management, 34(1), 72-91.
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A Qualitative Study on the Design and Anthropomorphic Features of Service Robots

Year 2025, Issue: 40, 53 - 76, 15.10.2025
https://doi.org/10.54600/igdirsosbilder.1696483

Abstract

This study aims to examine societal perceptions of anthropomorphic (human-like) design features in service robots. With technological advancements, the increasing use of robots in the service sector has made their human-like physical, functional, and emotional attributes critical in shaping human-robot interaction. Within this context, semi-structured interviews were conducted with 142 participants from diverse age, gender, education, and occupational backgrounds. The participants were asked about their perceptions of robots, suitable application areas, anthropomorphic design features, and artificial intelligence. Findings reveal that service robots are generally perceived as programmed, autonomous machines designed to facilitate tasks and equipped with advanced technology and artificial intelligence. While most participants expressed positive views toward robots having voice and AI capabilities, there was more hesitation and negative feedback regarding human-like body structure and skin texture. Features such as facial expressions, voice, and human-like movement were found to enhance perceived sociability, trust, and functionality, particularly contributing to users’ adaptation, interaction, and perception of naturalness. However, some participants also highlighted concerns such as uncanny feelings, identity threat, and privacy issues. In terms of design preferences, participants emphasized the importance of aligning the robot's appearance with its intended purpose and functionality. While some supported human-like aesthetics, others advocated for unique and ergonomic designs. Overall, the findings suggest that anthropomorphic design elements in service robots should be implemented carefully and in balance to enhance social acceptance and user comfort.

References

  • Abdi, E., Tojib, D., Seong, A. K., Pamarthi, Y., & Millington-Palmer, G. (2022). A study on the influence of service robots’ level of anthropomorphism on the willingness of users to follow their recommendations. Scientific Reports, 12(1), 15266.
  • Akdim, K., Belanche, D., & Flavián, M. (2023). Attitudes toward service robots: analyses of explicit and implicit attitudes based on anthropomorphism and construal level theory. International Journal of Contemporary Hospitality Management, 35(8), 2816-2837.
  • Baltaci, F., Başer, M. Y., & Çelik, M. (2024). Attitude towards service robots in tourism and hospitality services settings—The effect of multidimensional anthropomorphism and technology readiness. International Journal of Tourism Research, 26(4), e2685.
  • Barone, A. M., Stagno, E., & Donato, C. (2024). Call it robot: anthropomorphic framing and failure of self-service technologies. Journal of Services Marketing, 38(3), 272-287.
  • Bien, Z. Z., & Lee, H. E. (2007). Effective learning system techniques for human–robot interaction in service environment. Knowledge-Based Systems, 20(5), 439-456.
  • Cheng, L. K. (2023). Effects of service robots' anthropomorphism on consumers' attribution toward and forgiveness of service failure. Journal of Consumer Behaviour, 22(1), 67-81.
  • Chi, O. H., Chi, C. G., & Gursoy, D. (2024). Seeing Personhood in Machines: Conceptualizing Anthropomorphism of Social Robots. Journal of Service Research, 10946705241297196.
  • Chi, R., Zhang, J., & Pan, M. (2024). The effect of anthropomorphic competence-warmth congruence of service robots on recommendation intention. Current Psychology, 43(7), 6570-6583.
  • Chiang, A. H., Trimi, S., & Lo, Y. J. (2022). Emotion and service quality of anthropomorphic robots. Technological Forecasting and Social Change, 177, 121550.
  • Choi, Y., Choi, M., Oh, M., & Kim, S. (2020). Service robots in hotels: understanding the service quality perceptions of human-robot interaction. Journal of Hospitality Marketing & Management, 29(6), 613-635.
  • Chuah, S. H. W., & Yu, J. (2021). The future of service: The power of emotion in human-robot interaction. Journal of Retailing and Consumer Services, 61, 102551.
  • Cui, J., & Zhong, J. (2023). The effect of robot anthropomorphism on revisit intentions after service failure: a moderated serial mediation model. Asia Pacific Journal of Marketing and Logistics, 35(11), 2621-2644.
  • Damiano, L., & Dumouchel, P. (2018). Anthropomorphism in human-robot co-evolution. Front Psychol, 9 (MAR), 1–9.
  • Ding, A., Lee, R. H., Legendre, T. S., & Madera, J. (2022). Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management, 52, 404-415.
  • Ding, B., Li, Y., Miah, S., & Liu, W. (2024). Customer acceptance of frontline social robots—Human-robot interaction as boundary condition. Technological Forecasting and Social Change, 199, 123035.
  • Duffy, B. R. (2003). Anthropomorphism and the social robot. Robotics and autonomous systems, 42(3-4), 177-190.
  • Fan, A., Wu, L., & Mattila, A. S. (2016). Does anthropomorphism influence customers’ switching intentions in the self-service technology failure context?. Journal of Services Marketing, 30(7), 713-723.
  • Fan, A., Wu, L., Miao, L., & Mattila, A. S. (2020). When does technology anthropomorphism help alleviate customer dissatisfaction after a service failure?–The moderating role of consumer technology self-efficacy and interdependent self-construal. Journal of Hospitality Marketing & Management, 29(3), 269-290.
  • Han, B., Deng, X., & Fan, H. (2023). Partners or opponents? How mindset shapes consumers’ attitude toward anthropomorphic artificial intelligence service robots. Journal of Service Research, 26(3), 441-458.
  • Hegel, F., Krach, S., Kircher, T., Wrede, B., & Sagerer, G. (2008, August). Understanding social robots: A user study on anthropomorphism. In RO-MAN 2008-the 17th IEEE international symposium on robot and human interactive communication (pp. 574-579). IEEE.
  • Holthöwer, J., & Van Doorn, J. (2023). Robots do not judge: service robots can alleviate embarrassment in service encounters. Journal of the Academy of Marketing Science, 51(4), 767-784.
  • Horng, J. S., Wang, Y. C., Liu, C. H., Chou, S. F., Yu, T. Y., Huang, Y. C., & Hu, D. C. (2025). Robot anthropomorphism at luxury hotels: A dual-congruity mechanism with luxury and task under anxiety. Journal of Hospitality Marketing & Management, 34(2), 204-233.
  • Huang, D., Chen, Q., Huang, J., Kong, S., & Li, Z. (2021). Customer-robot interactions: Understanding customer experience with service robots. International Journal of Hospitality Management, 99, 103078.
  • Huang, H. L., Cheng, L. K., Sun, P. C., & Chou, S. J. (2021). The effects of perceived identity threat and realistic threat on the negative attitudes and usage intentions toward hotel service robots: the moderating effect of the robot’s anthropomorphism. International Journal of Social Robotics, 13, 1599-1611.
  • Jia, J. W., Chung, N., & Hwang, J. (2021). Assessing the hotel service robot interaction on tourists' behaviour: the role of anthropomorphism. Industrial Management & Data Systems, 121(6), 1457-1478.
  • Kim, H., So, K. K. F., & Wirtz, J. (2022). Service robots: Applying social exchange theory to better understand human–robot interactions. Tourism Management, 92, 104537.
  • Kim, T., Lee, O. K. D., & Kang, J. (2023). Is it the best for barista robots to serve like humans? A multidimensional anthropomorphism perspective. International Journal of Hospitality Management, 108, 103358.
  • Kim, H., Park, S., Gim, J., & in Kim, S. (2024). Barista robots with human appeal: Unraveling the impact of anthropomorphism, human presence, and perceived financial constraints on consumer behavior. International Journal of Hospitality Management, 122, 103849.
  • Ku, E. C. (2024). Digital marketing innovation and industrial marketing: evidence from restaurants' service robots. Asia Pacific Journal of Marketing and Logistics, 36(11), 3099-3117.
  • Letheren, K., Jetten, J., Roberts, J., & Donovan, J. (2021). Robots should be seen and not heard… sometimes: Anthropomorphism and AI service robot interactions. Psychology & Marketing, 38(12), 2393-2406.
  • Li, Y., Liang, Z., Wang, Y., & Chang, Y. (2023). The negative effect of service robots’ affective human-likeness on consumer satisfaction in frontline service encounters. International Journal of Hospitality Management, 115, 103603.
  • Li, Y., & Wang, C. (2022). Effect of customer's perception on service robot acceptance. International Journal of Consumer Studies, 46(4), 1241-1261.
  • Li, Y., Zhou, X., Jiang, X., Fan, F., & Song, B. (2024). How service robots’ human-like appearance impacts consumer trust: a study across diverse cultures and service settings. International Journal of Contemporary Hospitality Management, 36(9), 3151-3167.
  • Liao, J., & Huang, J. (2024). Think like a robot: How interactions with humanoid service robots affect consumers’ decision strategies. Journal of Retailing and Consumer Services, 76, 103575.
  • Lin, M., Cui, X., Wang, J., Wu, G., & Lin, J. (2022). Promotors or inhibitors? Role of task type on the effect of humanoid service robots on consumers’ use intention. Journal of Hospitality Marketing & Management, 31(6), 710-729.
  • Lv, L., Huang, M., & Huang, R. (2023). Anthropomorphize service robots: The role of human nature traits. The Service Industries Journal, 43(3-4), 213-237.
  • Ma, K., Duan, X., Fu, X., Liu, W., & Zheng, M. (2025). Effects of human-robot interaction type on customer tolerance of humanoid robot service failure. Journal of Hospitality Marketing & Management, 34(1), 72-91.
  • Meidute-Kavaliauskiene, I., Çiğdem, Ş., Yıldız, B., & Davidavicius, S. (2021). The effect of perceptions on service robot usage intention: a survey study in the service sector. Sustainability, 13(17), 9655.
  • Misaros, M., Stan, O. P., Donca, I. C., & Miclea, L. C. (2023). Autonomous robots for services—state of the art, challenges, and research areas. Sensors, 23(10), 4962.
  • Murphy, J., Gretzel, U., & Hofacker, C. (2017, May). Service robots in hospitality and tourism: investigating anthropomorphism. In 15th APacCHRIE conference (Vol. 31).
  • Pitardi, V., Wirtz, J., Paluch, S., & Kunz, W. H. (2022). Service robots, agency and embarrassing service encounters. Journal of service management, 33(2), 389-414.
  • Qian, Y., & Wan, X. (2024). Influence of robot anthropomorphism on consumer attitudes toward restaurants and service providers. International Journal of Hospitality Management, 123, 103939.
  • Qiao, Y., & Song, D. (2025). The Effect of Robot Anthropomorphism on Customers' Attention Activation and Satisfaction. Journal of Consumer Behaviour, 24(1), 201-219.
  • Qin, M., Li, S., Zhu, W., & Qiu, S. (2023). Trust in service robot: The role of appearance anthropomorphism. Current Issues in Tourism, 1-19.
  • Ruiz-Equihua, D., Romero, J., Loureiro, S. M. C., & Ali, M. (2023). Human–robot interactions in the restaurant setting: the role of social cognition, psychological ownership and anthropomorphism. International Journal of Contemporary Hospitality Management, 35(6), 1966-1985.
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There are 70 citations in total.

Details

Primary Language Turkish
Subjects Digital Advertising
Journal Section Research Articles
Authors

Dilber Nilay Kütahyalı 0000-0003-4673-5179

Bülent Yıldız 0000-0002-5368-2805

Ertuğrul Çavdar 0000-0002-1522-8775

Early Pub Date October 13, 2025
Publication Date October 15, 2025
Submission Date May 10, 2025
Acceptance Date July 11, 2025
Published in Issue Year 2025 Issue: 40

Cite

APA Kütahyalı, D. N., Yıldız, B., & Çavdar, E. (2025). Hizmet Robotlarının Tasarımı ve Antropomorfik Özellikleri Üzerine Nitel Bir Araştırma. Iğdır Üniversitesi Sosyal Bilimler Dergisi(40), 53-76. https://doi.org/10.54600/igdirsosbilder.1696483