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A study investigates customer loyalty and engagement towards companies employing voice assistant technologies.

Voice assistants (VAs) like Amazon’s Alexa and Google Assistant are increasingly used to access information and as an interface for e-commerce.

The research suggests that, provided that consumers perceive the VAs as useful and easy to use, their introduction should boost loyalty and engagement towards a brand in cases where they perform simple, transactional commands like e-commerce.

But, when applying VAs to more complicated, non-transactional tasks like information search, companies will only see greater loyalty and engagement if the VA experience is localised and adapted to the individual, taking account of their preferences and context. That might include their geographical location or more subtle factors like their cultural setting.

Read the original article:

https://doi.org/10.1002/mar.21192

[35 minute read; article may be behind a paywall]   

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