Impact of Digital Voice Assistants in Service Encounters

Abstract

This research delves into the perceptions and impacts of digital voice assistants (DVAs) in service encounters, investigating consumer sentiments and the consequential effects on service delivery. Employing a quantitative approach, data from 358 respondents were analyzed using Likert scales, affirming a strong positive perception of DVAs, attributing them to enhanced convenience, efficiency, and productivity in daily tasks. Furthermore, the study identifies significant impacts of DVAs on service encounters, illustrating their role in improving overall service experiences, speed, accuracy, service quality, and user engagement. These findings underline the growing acceptance of DVAs among consumers and emphasize their transformative potential in reshaping service interactions. Implications suggest strategic DVA integration to augment service delivery while spotlighting the need for continued technological advancements and addressing privacy concerns to ensure inclusive and trustworthy utilization.