Siri, Alexa, and other digital assistants: a study of customer satisfaction with artificial intelligence applications
Abstract
Digital assistants (e.g., Apple’s Siri, Amazon’s Alexa, Google’s Google Assistant) are highly complex and advanced artificial intelligence (AI) based technologies. Individuals can use digital assistants to perform basic personal tasks as well as for more advanced capabilities. Yet, the functional and topical use of a digital assistant tends to vary by individual. This study reflects the contextual experiences of the respondents. At present, there is little empirical evidence of customer satisfaction with digital assistants. PLS-SEM was used to analyse 244 survey responses to examine this research gap. The results confirmed that expectations and confirmation of expectations have a positive and significant relationship on customer satisfaction with digital assistants. This study provides evidence that customer expectations are being satisfied through the digital assistant interaction experience. As firms integrate digital assistants into their operations, they must help customers properly define what to expect from the firm’s interactive experience.
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Customers who lack knowledge and acceptance build expectations toward AI that cannot be met, leading to frustration when using AI-integrated offerings.
“Further, customers who lack knowledge and acceptance build expectations toward AI that cannot be met, leading to frustration when using AI-integrated offerings (Brill et al. 2019).”
From Ready or not, AI comes—an interview study of organizational AI readiness factors (2021) · cites this paper as Brill et al. 2019
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References 298 · Cited by 291
- Authors
- Brill, T. M., Munoz, L., & Miller, R. J.
- Affiliations
- University of Dallas (US)
- Corresponding author
- Brill, Thomas M.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2019-10-13
- Volume
- 35
- Issue
- 15-16
- Pages
- 1401-1436
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2797356168
- Cited by
- 291
- References
- 298
- Citations by year
- 2026: 25 · 2025: 40 · 2024: 58 · 2023: 53 · 2022: 46 · 2021: 48 · 2020: 17 · 2019: 4
- FWCI
- 13.11
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Management (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- virtual assistants, customer satisfaction, artificial intelligence, customer expectations, voice assistants, Siri, Amazon Alexa, Google Assistant, interactive experience, technology adoption
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