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A experiência do cliente na interação com robôs - Contributos para a cocriação de valor em ambientes automatizados
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| 6.51 MB | Adobe PDF |
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Abstract(s)
A presente dissertação investiga o valor percebido pelos consumidores na interação com robôs de serviço em restaurantes, adotando a Lógica Dominante de Serviço como enquadramento teórico para compreender o valor enquanto fenómeno cocriado no uso e em contexto. O estudo centra-se em seis dimensões de valor percebido (funcional, hedónica, relacional, simbólica, ambiental e económica) e decorre em dois casos na cidade de Lisboa, o Estação - Menina Bonita e o Sakura - Parque das Nações. A problemática orienta-se pela pergunta sobre como os robôs de serviço são percecionados como cocriadores de valor em contextos automatizados de restauração; assim, definem-se como objetivos identificar elementos valorizados em cada dimensão, mapear perceções atribuídas à presença dos robôs, analisar o impacto de design, comportamento e contexto e traduzir implicações práticas para a gestão. Metodologicamente, recorreu-se a uma abordagem qualitativa com entrevistas semiestruturadas a clientes com experiência prévia e observação não participante com registo cronometrado de percursos, tendo a análise sido conduzida no MAXQDA a partir de grelha dedutiva com abertura a categorias emergentes. Os resultados mostram predominância das dimensões hedónica e funcional, reforço simbólico associado à inovação, valor relacional positivo quando existe complementaridade humano–robô, leitura económica condicionada por perceções de justiça do preço e benefícios visíveis e uma dimensão ambiental pouco saliente sem métricas explícitas. Observam-se diferenças entre casos decorrentes de maturidade de uso e configuração do servicescape. Conclui-se que os robôs criam valor quando complementam, e não substituem, a hospitalidade humana; por conseguinte, recomenda-se calibrar o antropomorfismo, explicitar regras simples de interação, segmentar por ocasião e tornar visíveis indicadores ambientais.
This dissertation investigates the perceived value of consumers in the interaction with service robots in restaurants, adopting Service-Dominant Logic as the theoretical framework to understand value as a co-created phenomenon, emerging in use and context. The study focuses on six dimensions of perceived value (functional, hedonic, relational, symbolic, environmental, and economic) and was conducted in two cases in the city of Lisbon, Estação - Menina Bonita and Sakura - Parque das Nações. The research problem is guided by the question of how service robots are perceived as co-creators of value in automated restaurant contexts; thus, the objectives are to identify valued elements in each dimension, map perceptions attributed to the presence of robots, analyze the impact of design, behavior, and context, and translate practical implications for management. Methodologically, a qualitative approach was employed, based on semi-structured interviews with customers with prior experience and non-participant observation with timed route recording, with the analysis conducted in MAXQDA from a deductive grid open to emerging categories. The results show the predominance of hedonic and functional dimensions, symbolic reinforcement associated with innovation, relational value emerging when there is human–robot complementarity, economic evaluation conditioned by perceptions of price fairness and visible benefits, and an environmental dimension that remains limited without explicit metrics. Differences are observed between cases arising from maturity of use and servicescape configuration. It is concluded that robots create value when they complement, rather than replace, human hospitality; consequently, it is recommended to calibrate anthropomorphism, make interaction rules explicit, segment by occasion, and make environmental indicators visible.
This dissertation investigates the perceived value of consumers in the interaction with service robots in restaurants, adopting Service-Dominant Logic as the theoretical framework to understand value as a co-created phenomenon, emerging in use and context. The study focuses on six dimensions of perceived value (functional, hedonic, relational, symbolic, environmental, and economic) and was conducted in two cases in the city of Lisbon, Estação - Menina Bonita and Sakura - Parque das Nações. The research problem is guided by the question of how service robots are perceived as co-creators of value in automated restaurant contexts; thus, the objectives are to identify valued elements in each dimension, map perceptions attributed to the presence of robots, analyze the impact of design, behavior, and context, and translate practical implications for management. Methodologically, a qualitative approach was employed, based on semi-structured interviews with customers with prior experience and non-participant observation with timed route recording, with the analysis conducted in MAXQDA from a deductive grid open to emerging categories. The results show the predominance of hedonic and functional dimensions, symbolic reinforcement associated with innovation, relational value emerging when there is human–robot complementarity, economic evaluation conditioned by perceptions of price fairness and visible benefits, and an environmental dimension that remains limited without explicit metrics. Differences are observed between cases arising from maturity of use and servicescape configuration. It is concluded that robots create value when they complement, rather than replace, human hospitality; consequently, it is recommended to calibrate anthropomorphism, make interaction rules explicit, segment by occasion, and make environmental indicators visible.
Description
Keywords
Robôs de serviço Valor percebido Co-criação Experiência do consumidor Service-Dominant Logic (SDL)