Hizmet Robotlarının Tasarımı ve Antropomorfik Özellikleri Üzerine Nitel Bir Araştırma

Öz

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.

Anahtar Kelimeler

• Antropomorfizm
• hizmet robotları
• insan-robot etkileşimi
• robot tasarımı
• yapay zekâ

A Qualitative Study on the Design and Anthropomorphic Features of Service Robots

Öz

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.

Anahtar Kelimeler

• Anthropomorphism
• service robots
• human-robot interaction
• robot design
• artificial intelligence

Kaynakça

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. Chi, O. H., Chi, C. G., & Gursoy, D. (2024). Seeing Personhood in Machines: Conceptualizing Anthropomorphism of Social Robots. Journal of Service Research, 10946705241297196.
8. 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.

9. Chiang, A. H., Trimi, S., & Lo, Y. J. (2022). Emotion and service quality of anthropomorphic robots. Technological Forecasting and Social Change, 177, 121550.
10. 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.
11. 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.
12. 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.
13. Damiano, L., & Dumouchel, P. (2018). Anthropomorphism in human-robot co-evolution. Front Psychol, 9 (MAR), 1–9.
14. 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.
15. 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.
16. Duffy, B. R. (2003). Anthropomorphism and the social robot. Robotics and autonomous systems, 42(3-4), 177-190.
17. 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.
18. 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.
19. 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.
20. 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.
21. 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.
22. 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.
23. 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.
24. 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.
25. 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.
26. 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.
27. 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.
28. 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.
29. 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.
30. 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.
31. 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.
32. Li, Y., & Wang, C. (2022). Effect of customer's perception on service robot acceptance. International Journal of Consumer Studies, 46(4), 1241-1261.
33. 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.
34. 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.
35. 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.
36. 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.
37. 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.
38. 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.
39. 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.
40. Murphy, J., Gretzel, U., & Hofacker, C. (2017, May). Service robots in hospitality and tourism: investigating anthropomorphism. In 15th APacCHRIE conference (Vol. 31).
41. 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.
42. Qian, Y., & Wan, X. (2024). Influence of robot anthropomorphism on consumer attitudes toward restaurants and service providers. International Journal of Hospitality Management, 123, 103939.
43. Qiao, Y., & Song, D. (2025). The Effect of Robot Anthropomorphism on Customers' Attention Activation and Satisfaction. Journal of Consumer Behaviour, 24(1), 201-219.
44. Qin, M., Li, S., Zhu, W., & Qiu, S. (2023). Trust in service robot: The role of appearance anthropomorphism. Current Issues in Tourism, 1-19.
45. 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.
46. Said, N., Ben Mansour, K., Bahri-Ammari, N., Yousaf, A., & Mishra, A. (2024). Customer acceptance of humanoid service robots in hotels: moderating effects of service voluntariness and culture. International Journal of Contemporary Hospitality Management, 36(6), 1844-1867.
47. Saputra, F. E., Buhalis, D., Augustyn, M. M., & Marangos, S. (2024). Anthropomorphism-based artificial intelligence (AI) robots typology in hospitality and tourism. Journal of Hospitality and Tourism Technology, 15(5), 790-807.
48. Schepers, J., & Streukens, S. (2022). To serve and protect: a typology of service robots and their role in physically safe services. Journal of Service Management, 33(2), 197-209.
49. Seo, S. (2022). When female (male) robot is talking to me: effect of service robots’ gender and anthropomorphism on customer satisfaction. International Journal of Hospitality Management, 102, 103166.
50. Singh, S., Olson, E. D., & Tsai, C. H. K. (2021). Use of service robots in an event setting: Understanding the role of social presence, eeriness, and identity threat. Journal of Hospitality and Tourism Management, 49, 528-537.
51. So, K. K. F., Kim, H., Liu, S. Q., Fang, X., & Wirtz, J. (2024). Service robots: the dynamic effects of anthropomorphism and functional perceptions on consumers’ responses. European Journal of Marketing, 58(1), 1-32.
52. Song, X., Gu, H., Li, Y., Leung, X. Y., & Ling, X. (2024). The influence of robot anthropomorphism and perceived intelligence on hotel guests’ continuance usage intention. Information Technology & Tourism, 26(1), 89-117.
53. Song, X., Li, Y., Leung, X. Y., & Mei, D. (2024). Service robots and hotel guests’ perceptions: anthropomorphism and stereotypes. Tourism Review, 79(2), 505-522.
54. Sprenger, M., & Mettler, T. (2015). Service robots. Business & Information Systems Engineering, 57(4), 271-274.
55. Sun, S., Ye, H., & Law, R. (2025). Cognitive–analytical and emotional–social tasks achievement of service robots through human–robot interaction. International Journal of Contemporary Hospitality Management, 37(1), 180-196.
56. Tojib, D., Sujan, R., Ma, J., & Tsarenko, Y. (2023). How does service robot anthropomorphism affect human co-workers?. Journal of Service Management, 34(4), 750-769.
57. Van Pinxteren, M. M., Wetzels, R. W., Rüger, J., Pluymaekers, M., & Wetzels, M. (2019). Trust in humanoid robots: implications for services marketing. Journal of Services Marketing, 33(4), 507-518.
58. Wang, B., Han, Y., Xie, F., Kandampully, J., & Duan, Q. (2025). To whom does service robot anthropomorphism appeal? The roles of customer social context, power, and perceived social connectedness. The Service Industries Journal, 1-34.
59. Wünderlich, N. V., Blut, M., & Brock, C. (2024). Enhancing corporate brands through service robots: The impact of anthropomorphic design metaphors on corporate brand perceptions. Journal of Product Innovation Management, 41(5), 1022-1046.
60. Xie, L., & Lei, S. (2022). The nonlinear effect of service robot anthropomorphism on customers’ usage intention: A privacy calculus perspective. International Journal of Hospitality Management, 107, 103312.
61. Yang, Y., Chi, M., Bi, X., & Xu, Y. (2024). How does the anthropomorphism of service robots impact employees’ role service behavior in the workplace?. International Journal of Hospitality Management, 122, 103857.
62. Yang, M., Li, J., Feng, L., Chen, S. C., & Tseng, M. L. (2024). Service robot anthropomorphism on consumer usage intention: curvilinear and linear effect. Industrial Management & Data Systems, 124(2), 612-639.
63. Zhang, T., Zhu, B., Lee, L., & Kaber, D. (2008, August). Service robot anthropomorphism and interface design for emotion in human-robot interaction. In 2008 IEEE International Conference on Automation Science and Engineering (pp. 674-679). IEEE.
64. Zhang, M., Gursoy, D., Zhu, Z., & Shi, S. (2021). Impact of anthropomorphic features of artificially intelligent service robots on consumer acceptance: moderating role of sense of humor. International Journal of Contemporary Hospitality Management, 33(11), 3883-3905.
65. Zhang, S., Lin, X., Li, X., & Ren, A. (2022). Service robots’ anthropomorphism: Dimensions, factors and internal relationships. Electronic Markets, 32(1), 277-295.
66. Zhang, Y., Cao, Y., Proctor, R. W., & Liu, Y. (2023). Emotional experiences of service robots’ anthropomorphic appearance: A multimodal measurement method. Ergonomics, 66(12), 2039-2057.
67. Zhao, Y., Zhu, Z., & Tang, B. (2025). Are highly anthropomorphic service robots more likely to be forgiven by customers after service failures? A mind perception perspective. International Journal of Hospitality Management, 126, 104103.
68. Zhu, D. H., & Chang, Y. P. (2020). Robot with humanoid hands cooks food better? Effect of robotic chef anthropomorphism on food quality prediction. International Journal of Contemporary Hospitality Management, 32(3), 1367-1383.
69. Zhu, T., Lin, Z., & Liu, X. (2023). The future is now? Consumers' paradoxical expectations of human-like service robots. Technological Forecasting and Social Change, 196, 122830.
70. Złotowski, J., Proudfoot, D., Yogeeswaran, K., & Bartneck, C. (2015). Anthropomorphism: opportunities and challenges in human–robot interaction. International journal of social robotics, 7, 347-360.