Can Alexa serve customers better? AI-driven voice assistant service interactions

Malodia, Suresh; Ferraris, Alberto; Sakashita, Mototaka; Dhir, Amandeep; Gavurová, Beata

doi:10.1108/jsm-12-2021-0488

Cited by 39 publications

(13 citation statements)

References 76 publications

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“…In the following sections, we will examine the individual contributions. Malodia et al (2022) address customers' willingness to engage in service interactions enabled by artificial intelligence (AI) controlled voice assistants (VA). The authors build on dualfactor theory (DFT), by measuring the impact of enablers and inhibitorsmediated by trust in Alexaon customers' intentions to transact through voice assistants.…”

Section: Contribution Of the Special Issue Articles To Interdisciplin...mentioning

confidence: 99%

“…Besides, extant research mainly examined the drivers of consumer VA adoption, while studies on their inhibitors are limited. Meanwhile, identification of the inhibitors is equally important, and one of the studies in this special issue (Malodia et al , 2022) has addressed this gap in the context of service exchanges. Specifically, the authors measured the impact of both enablers and inhibitors on customers’ intentions to transact through voice assistants and found that convenience and status-seeking act as enablers and positively influence trust in VAs, whereas risk barrier acts as an inhibitor and negatively influences trust in VAs.…”

Section: A Roadmap For Future Interdisciplinary Services Marketing Re...mentioning

confidence: 99%

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Editorial: Interdisciplinary research in services marketing

Christofi

Kvasova

Hadjielias

2023

JSM

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Purpose This paper aims to highlight the importance of interdisciplinary services marketing research and identify basic prerequisites for inter-disciplinary work in the field of services marketing, and to offer directions to services marketing scholars regarding future interdisciplinary research work. Design/methodology/approach Building on the available literature, the authors argue for the importance of interdisciplinary research in services marketing. The authors also develop a framework featuring “the key challenges impeding interdisciplinarity”, which need to be addressed to shift the services marketing field towards more sensible interdisciplinarity. Further, based on literature synthesis from different disciplines, they provide a framework with “four future research avenues for interdisciplinary research in services marketing”. Findings The authors identify five challenges that can likely impede services marketing research from progressing into true interdisciplinary work: limited cross-pollination, limited paradoxical thinking, limited conceptual development, limited cross-disciplinary collaboration and “inside–out” focus. The authors also propose four future research avenues to drive interdisciplinary research in the services marketing field: integration of services marketing and information management; linguistic perspectives in services marketing research; the interface between services marketing and medicine; and consumer personality and values in services marketing. Originality/value The authors propose two novel frameworks. The first concerns the key challenges of interdisciplinarity in services marketing research and the second provides avenues to drive future interdisciplinary services marketing research.

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Section: Contribution Of the Special Issue Articles To Interdisciplin...mentioning

confidence: 99%

Section: A Roadmap For Future Interdisciplinary Services Marketing Re...mentioning

confidence: 99%

Editorial: Interdisciplinary research in services marketing

Christofi

Kvasova

Hadjielias

2023

JSM

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“…Hence, trust is one of the most pivotal antecedents for engaging technology (Lu et al, 2016). The literature is replete with examples of trust as a significant determinant in different kinds of relationships in Information Systems (Foehr & Germelmann, 2020; Malodia et al, 2023). Moreover, trust is considered a positive predictor of attitude (Pitardi & Marriott, 2021).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

Açikgöz

Perez‐Vega

Okumuş

et al. 2023

Psychology and Marketing

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This study draws upon Behavioral Reasoning Theory and the Technology Acceptance Model to investigate consumer engagement with AI‐powered voice assistants. The study creates a theoretical model to examine the effects of reasons for and reasons against using voice assistants. This research exemplifies attitudes towards using voice assistants and willingness to provide personal information as key constructs. The current study tests data from 491 voice assistant users via mTurk, and we utilize a multimethod analysis scheme including the partial least squares technique and the fuzzy set qualitative comparative analysis approach to provide an assessment of the proposed model. Findings indicated that while privacy cynicism has a negative impact upon the attitude towards using voice assistants, the countervailing values of trust, perceived usefulness, and ease of use have off‐setting positive impact. The study also highlights the moderating role of habit on the behavioral mechanisms driving consumer engagement via willingness to provide privacy information. This research advances the emerging literature on voice assistants with respect to privacy‐related factors driving consumer engagement.

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“…First, most research has examined simple, single functions carried out by SVAs, for example, when the devices are asked to answer direct questions or execute easy tasks. Nevertheless, little research has analysed the role of SVAs as new purchase recommendation agents for consumers during the decision-making process (see, as an exception, Flavi an et al, 2023; Malodia et al, 2023). When an individual has to make a purchase decision, (s)he can directly interact with a SVA on an ongoing and personal basis, asking for information, seeking advice and obtaining recommendations based on her/his preferences and habits.…”

mentioning

confidence: 99%

“…Hernandez-Ortega and Ferreira, 2021;Mishra et al, 2022). Although these scholars showed a substantial understanding of the adoption stage, they overlooked the influence of other mediating variables that might operate during consumer-SVA interactions, such as trust in SVAs' purchase recommendations and brand engagement (Malodia et al, 2023;Melumad, 2023).…”

mentioning

confidence: 99%

Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants

Hernández Ortega,

Lucia-Palacios

2023

MIP

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PurposeThis study explores the role of smart voice assistants (SVAs) as purchase recommenders, a phenomenon the authors term “word of voice” (WOV) communication. By integrating human–computer interaction (HCI) literature and electronic word of mouth (eWOM) research, the authors examine what makes consumers trust in SVA-transmitted WOV communication following their initial interactions with their SVAs during a purchase process (i.e. post-trust); and the authors propose that consumers' perceptions of their SVAs' smart capabilities (i.e. cognitive, emotional and social) are critically important for building this trust. Moreover, the study explores the influence of post-trust on consumers' adherence to WOV communication, measured by three types of behavioural intentions.Design/methodology/approachData from a survey of 202 United States (US)-based SVA users who employ them to obtain purchase recommendations were collected and analysed. They confirmed the validity of the measurement scales and provided input for the partial least squares modelling (PLS-SEM).FindingsThe results demonstrated that post-trust in WOV communication partially or totally mediates the effect of smart capabilities on consumer adherence to WOV communication; identified the key role of cognitive, emotional and social smart capabilities for building consumers' post-trust in WOV and demonstrated the influence of this trust on behavioural intentions.Originality/valueThe present study contributes by examining the employment of SVAs as recommenders during the purchase process; the authors term this type of communication WOV. It analyses consumers with experience of using SVAs in their purchase processes, revealing that post-trust in WOV communication is the psychological mechanism that explains how the smart capabilities of SVAs determine consumer adherence to the recommendations they receive.

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Can Alexa serve customers better? AI-driven voice assistant service interactions

Cited by 39 publications

References 76 publications

Editorial: Interdisciplinary research in services marketing

Editorial: Interdisciplinary research in services marketing

Consumer engagement with AI‐powered voice assistants: A behavioral reasoning perspective

Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants

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