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Antecedents of Service Quality and Customer Satisfaction of Virtual Assistants
|Issue Date: ||2019-08-07 16:06:09 (UTC+8)|
With the development of Artificial Intelligence (AI), many companies have developed virtual assistants as their new services. Through the help of Automatic Speech Recognition (ASR), the users can communicate with and assign jobs to the virtual assistants via voice, they no longer need to touch the screen or click any button. In this study, we focus on the virtual assistants’ attributes to examine which ones have important impacts on the use of the virtual assistants. Furthermore, we discuss whether the level of the impacts will change if the users are in different situations, e.g. needs in urgency.
An online questionnaire survey was conducted and 292 valid samples were collected. The data was analyzed using Structural Equation Modeling (SEM) techniques. The results show that perceived control, perceived usefulness, perceived reliability and perceived convenience had positive impact on service quality, which further positively impacted subsequent experiences, including value and customer satisfaction. Among these attributes, perceived usefulness had the most significant impact. In the urgent needs situation, the impact of perceived control significantly decreased while the impact of perceived usefulness significantly increased.
In conclusion, perceived control, perceived usefulness, perceived reliability and perceived convenience are key factors impacting the service quality of the virtual assistants. Among them, perceived usefulness is the most important one. The results extend previous Self-Service Technology (SST) research because we further explain which SST attributes have impacts on service quality during the use of it. And the results show that these attributes may have different level of impacts in the urgent needs situation. Finally, the results enable enterprises to understand the aspects consumers pay more attention to and can be used as the reference while implementing the virtual assistants to create better products to the demands of the market.
|Reference: ||EET Taiwan，智慧音箱市場成長顯著 出貨上看2億台，上網日期108年5月7日，檢自：https://www.eettaiwan.com/news/article/20190130NT21-smart-speaker-market-2018|
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0106356012|
|Data Type: ||thesis|
|Appears in Collections:||[資訊管理學系] 學位論文|
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