Siri, Alexa, and Other Digital Assistants: A Study of Customer Satisfaction with Artificial Intelligence Applications

摘要

The purpose of this study is to explore if there is alignment of digital assistant user expectations with the perceptions of digital assistant performance towards customer satisfaction.In addition, the study explores if information privacy concerns and perceived trust offer a moderating influence on the expectations confirmation theory relationships.Businesses have begun integrating this technology into their operations with the expectation of achieving significant productivity gains even though there is uncertainty as to whether customers will be satisfied with the interaction experience.Customer satisfaction has been discussed extensively throughout marketing literature.Yet, there is little empirical evidence of customer satisfaction with digital assistants.The results of this study confirm the alignment of user expectations with customer satisfaction.Further, it suggests that management should focus its priorities on assisting digital assistant users to become aware of new technical skill capabilities while also providing relevant examples of how these skills can be used to meet user needs.In addition, priorities should be focused on assisting users with understanding how the average person can use digital assistants to perform more than just mundane tasks with relative ease.