Bankacılık Sektöründe Hizmet Robotları, Antropomorfizm ve Tekinsiz Vadi Teorisi Konulu Çalışmaların İçerik Analizi

Abstract

Teknolojik gelişmeler ve beraberinde ortaya çıkan uygulamalar, tüketicilerle iletişim kurma ve değer yaratma gibi süreçlerde önem kazanmaya devam etmektedir. Özellikle hizmet sektöründe, bireylerin kendilerini değerli hissetmelerini sağlamak adına işletmeler teknolojik yeniliklerden faydalanma eğilimindedir. Hizmet sektörü içerisinde değerlendirilen bankacılık alanında da teknolojik uygulamalar giderek yaygınlaşmaktadır. Kullanıcıların bankacılıkla ilgili işlemlerini kolaylaştırmak için uygulamaya konulan teknolojilerin, olumlu etkilerinin yanında olumsuz etkilerinin de olup olmadığını araştıran çeşitli çalışmalar literatürde yer almaktadır. Özellikle bankacılık sektöründe hizmet robotları gibi uygulamaların giderek antropomorfizm kavramının yaygınlaşmasına neden olabilmesi, kişilerde Tekinsiz Vadi Teorisi hissini uyandırabilmektedir. Çünkü bankacılık alanında hizmet robotlarının antropomorfizmle insansı davranışlar sergilemesi, insanlarda güven duygusunu zedeleyebilmekte ve tekinsiz vadi teorisinin geçerli olmasına neden olabilmektedir. Belirtilen üç konuyla alakalı yerli ve yabancı literatürde gerçekleştirilen makalelerin içerik analizinin yapılması araştırmanın temel amacını oluşturmaktadır. Çalışmanın amacı kapsamında 01.07.2024- 31.07.2024 tarihleri arasında “Google Akademik” veri tabanında taramalar gerçekleştirilmiş ve toplamda 50 adet açık erişim makaleye ulaşılmıştır. Makalelerin 34’ü hizmet robotları, 12’si antropomorfizm ve dördü ise tekinsiz vadi teorisiyle alakalıdır. Çalışmaların 49’u İngilizce ve biri ise Türkçe literatürde hazırlanmıştır. Türkçe hazırlanan çalışma ise antropomorfizm ile ilgilidir. “Bankacılık sektöründe hizmet robotları ile antropomorfizm ve Tekinsiz Vadi Teorisi arasında nasıl bir ilişki vardır?” sorusu kapsamında bulgular, hizmet robotlarının antropomorfik özelliklerinin kullanıcıların olumlu algısını ve hizmet deneyimini artırdığını; ancak tekinsiz vadi etkisinin, insansı özellikler belirli bir eşiği aşınca rahatsızlık ve güvensizlik yaratabileceğini ortaya koymaktadır. Bu nedenle, bankacılıkta hizmet robotlarının etkin kullanımı için antropomorfizm düzeyinin dengelenmesi ve tekinsiz vadi etkisinin minimize edilmesi gerektiği söylenebilir. Türkiye’de, Türkçe olarak hazırlanan çalışmaların sayısının azlığı dikkate alındığında, özellikle Türkçe literatürde bankacılık sektörüyle alakalı farklı uygulamaları kapsayan veya Web of Science (Wos), Sciencedirect vb. veri tabanlarını kapsayan bildiri, kitap ve tezleri de içeren çalışmaların nitel ve nicel yöntemlerle çalışmaların yapılabileceği önerilmektedir.

Keywords

• Antropomorfizm
• Bankacılık
• Hizmet Robotları
• İçerik Analizi
• Tekinsiz Vadi Teorisi

Content Analysis of Studies on Service Robots, Anthropomorphism and Uncanny Valley Theory in the Banking Sector

Abstract

Technological advancements and the accompanying innovations continue to gain importance in processes such as communicating with consumers and creating value. Especially in the service sector, businesses tend to benefit from technological innovations in order to ensure that individuals feel valued. The banking industry, which is considered part of the service sector, has also witnessed the increasing adoption of technological applications. Various studies in the literature examine whether the technologies implemented to facilitate banking transactions have potential negative impacts in addition to their positive effects. In particular, the increasing use of service robots in the banking sector has contributed to the growing prevalence of the concept of anthropomorphism, which may, in turn, trigger the feeling of the Uncanny Valley. This is because anthropomorphic behaviors displayed by service robots in banking may undermine users’ sense of trust and lead to the perception predicted by the Uncanny Valley Theory. The primary aim of this study is to conduct a content analysis of Turkish and international academic articles that address these three interrelated concepts. In line with this objective, a literature review was conducted using the Google Scholar database between 01.07.2024 and 31.07.2024, resulting in a total of 50 open-access articles. Of these, 34 are related to service robots, 12 to anthropomorphism, and 4 to the Uncanny Valley Theory. Among the studies, 49 are in English and one in Turkish, which specifically focuses on anthropomorphism. Within the framework of the research question—"What is the relationship between service robots, anthropomorphism, and the Uncanny Valley Theory in the banking sector?"—the findings reveal that while the anthropomorphic features of service robots enhance users' positive perceptions and service experiences, the Uncanny Valley effect can lead to discomfort and distrust when these features exceed a certain threshold. Therefore, for the effective implementation of service robots in banking, it is essential to carefully balance the level of anthropomorphism and minimize the impact of the Uncanny Valley. Considering the limited number of Turkish-language studies on this topic, it is recommended that future research be conducted in the Turkish literature—particularly in the banking context—by including studies such as theses, conference proceedings, and book chapters indexed in databases like Web of Science and ScienceDirect, using both qualitative and quantitative research methods.

Keywords

• Anthropomorphism
• banking
• content analysis
• service robots
• uncanny valley theory.

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