Curb your enthusiasm: Examining the customer experience with Alexa and its marketing outcomes

Guilherme Gouvea de Oliveira, Lizarelli, Fabiane Letícia, Jorge Grenha Teixeira and Glauco Henrique de Sousa Mendes

Journal of Retailing and Consumer Services, 2023, vol. 71, issue C

Abstract: Interactive Voice Assistants (IVAs) are intelligent conversational agents capable of communicating with users using natural language. Although IVAs are more frequent in our lives, customer experience research with these agents is still in its infancy. This article aims to identify the factors that form the customer experience (CX) with Alexa and assesses its impact on traditional marketing outcomes: satisfaction and recommendation. This research presents a conceptual model of CX with IVAs and an empirical validation of the model using Structural Equation Modelling based on a sample of 580 IVA users. The results confirm that CX is a multidimensional higher-order construct composed of six factors (usefulness, ease of use, trust, privacy concerns, communication skills, and enjoyment). We also highlight the positive impact of experience on satisfaction and recommendation. Finally, we test the enthusiasm moderating role, showing its negative influence on the investigated relationships. Theoretical and practical implications are discussed.

Keywords: Customer experience; Interactive voice assistants; Alexa; Conversational agents (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922003137

DOI: 10.1016/j.jretconser.2022.103220

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