Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

How smart experiences build service loyalty: The importance of consumer love for smart voice assistants

How smart experiences build service loyalty: The importance of consumer love for smart voice... Smart voice assistants (SVAs) have emerged as new artificial intelligence service platforms. They have the capacity to act like actual human assistants and modify traditional forms of human–computer interactions. So, consumers relate to their SVA as though it was a person, despite knowing that they are interacting with a machine. Based on the stimulus‐organism‐response framework, this paper examines feelings of love that consumers develop for SVAs when they are interacting. It proposes that these feelings act as the psychological mechanism to transmit the effect of consumers' experiences with the technology (i.e., smart experiences) on their service loyalty. Feelings of love are conceptualized following the triangular theory of love that considers three components: passion, intimacy, and commitment. Service loyalty refers to consumers' intentions to continue using SVAs in the future and to recommend SVAs to other people through physical and/or electronic word of mouth communication. The results show that smart experiences influence consumers' passion for technology, while passion explains their intimacy and commitment. Consumer intimacy and commitment for SVAs lead to service loyalty. Therefore, this paper contributes to research focusing on the importance of consumers' feelings for SVAs and shedding light on the process that drives to service loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

How smart experiences build service loyalty: The importance of consumer love for smart voice assistants

Download PDF
18 pages

Loading next page...
 
/lp/wiley/how-smart-experiences-build-service-loyalty-the-importance-of-consumer-NOUli10oOJ
Publisher
Wiley
Copyright
© 2021 Wiley Periodicals LLC
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.21497
Publisher site
See Article on Publisher Site

Abstract

Smart voice assistants (SVAs) have emerged as new artificial intelligence service platforms. They have the capacity to act like actual human assistants and modify traditional forms of human–computer interactions. So, consumers relate to their SVA as though it was a person, despite knowing that they are interacting with a machine. Based on the stimulus‐organism‐response framework, this paper examines feelings of love that consumers develop for SVAs when they are interacting. It proposes that these feelings act as the psychological mechanism to transmit the effect of consumers' experiences with the technology (i.e., smart experiences) on their service loyalty. Feelings of love are conceptualized following the triangular theory of love that considers three components: passion, intimacy, and commitment. Service loyalty refers to consumers' intentions to continue using SVAs in the future and to recommend SVAs to other people through physical and/or electronic word of mouth communication. The results show that smart experiences influence consumers' passion for technology, while passion explains their intimacy and commitment. Consumer intimacy and commitment for SVAs lead to service loyalty. Therefore, this paper contributes to research focusing on the importance of consumers' feelings for SVAs and shedding light on the process that drives to service loyalty.

Journal

Psychology & Marketing – Wiley

Published: Jul 1, 2021

Keywords: ; ; ; ;

References

  • Reward, motivation, and emotion systems associated with early‐stage intense romantic love
    Aaron, A.; Fisher, H.; Mashek, D. J.; Strong, G.; Li, H.; Brown, L. L.
  • Intimacy, passion and commitment in adult romantic relationships: A test of the triangular theory of love
    Acker, M.; Davis, M. H.
  • The role of innovation characteristics and perceived voluntariness in the acceptance of information technologies
    Agarwal, R.; Prasad, J.
  • Beyond the extended self: Loved objects and consumers' identity narratives
    Ahuvia, A. C.
  • The Handbook of Brand Relationships
    Ahuvia, A. C.; Batra, R.; Bagozzi, R.
  • When consumers love their brands: Exploring the concept and its dimensions
    Albert, N.; Merunka, D.; Valette‐Florence, P.
  • Brand passion: Antecedents and consequences
    Albert, N.; Merunka, D.; Valette‐Florence, P.
  • Measuring the love feeling for a brand using interpersonal love items
    Albert, N.; Valette‐Florence, P.
  • Consumers' true brand loyalty: The central role of commitment
    Amine, A.
  • Antecedents and consequences of destination brand love—A case study from Finnish Lapland
    Aro, K.; Suomi, K.; Saraniemi, S.
  • Love and expansion of the self: The state of the model
    Aron, E. N.; Aron, A.
  • Validation of an S‐O‐R model for situation, enduring, and response components of involvement
    Arora, R.
  • The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development
    Aurier, P.; N'Goala, G.
  • Brand love: Development and validation of a practical scale
    Bagozzi, R.; Batra, R.; Ahuvia, A.
  • On the evaluation of structural equation models
    Bagozzi, R. P.; Yi, Y.
  • Brand love
    Batra, R.; Ahuvia, A.; Bagozzi, R. P.
  • NA—advances in consumer research
    Belk, R.
  • Two studies of consequences and actionable antecedents of brand love
    Bergkvist, L.; Bech‐Larsen, T.
  • Conf. on Intel‐ligent Human Systems Integration
    Biele, C.; Jaskulska, A.; Kopec, W.; Kowalski, J.; Skorupska, K.; Zdrodowska, A.
  • The complex relationship between consumer satisfaction and brand loyalty
    Bloemer, J. M.; Kasper, H. D.
  • The making and breaking of affectional bonds. I. Aetiology and psychopathology in the light of attachment theory
    Bowlby, J.
  • Brand experience: What is it? How is it measured? Does it affect loyalty?
    Brakus, J. J.; Schmitt, B. H.; Zarantonello, L.
  • Spreading the word: Investigating antecedents of consumers' positive word‐of‐mouth intentions and behaviors in a retailing context
    Brown, T. J.; Barry, T. E.; Dacin, P. A.; Gunst, R. F.
  • Customer intimacy and commitment to relationships with firms in five different sectors: Preliminary evidence
    Bügel, M. S.; Verhoef, P. C.; Buunk, A. P.
  • Some antecedents and outcomes of brand love
    Carroll, B. A.; Ahuvia, A. C.
  • The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty
    Chaudhuri, A.; Holbrook, M. B.
  • Does brand experience translate into brand commitment? A mediated‐moderation model of brand passion and perceived brand ethicality
    Das, G.; Agarwal, J.; Malhotra, N. K.; Varshneya, G.
  • I love the product but will you? The role of interpersonal attachment styles in social projection
    David, M.
  • How self‐service technology experience evaluation affects waiting time and customer satisfaction? A moderated mediation model
    Djelassi, S.; Diallo, M. F.; Zielke, S.
  • Love of nature as a mediator between connectedness to nature and sustainable consumption behavior
    Dong, X.; Liu, S.; Li, H.; Yang, Z.; Liang, S.; Deng, N.
  • Store atmosphere: An environmental psychology approach
    Donovan, R. J.; Rossiter, J. R.
  • Daily marital interactions and positive affect during marital conflict among newlywed couples
    Driver, J. L.; Gottman, J. M.
  • Atmospheric qualities of online retailing: A conceptual model and implications
    Eroglu, S. A.; Machleit, K. A.; Davis, L. M.
  • An examination of moderator effects in the four‐stage loyalty model
    Evanschitzky, H.; Wunderlich, M.
  • A taxonomy of social cues for conversational agents
    Feine, J.; Gnewuch, U.; Morana, S.; Maedche, A.
  • What type of relationship do we have with loved brands?
    Fetscherin, M.
  • Evaluating structural equation models with unobservable variables and measurement error
    Fornell, C.; Larcker, D. F.
  • Investigating the effects of smart technology on customer dynamics and customer experience
    Foroudi, P.; Gupta, S.; Sivarajah, U.; Broderick, A.
  • Consumers and their brands: Developing relationship theory in consumer research
    Fournier, S.
  • Customer loyalty in eCommerce
    Gefen, D.
  • How to sustain the customer experience: An overview of experience components that co‐create value with the customer
    Gentile, C.; Spiller, N.; Noci, G.
  • An updated paradigm for scale development incorporating unidimensionality and its assessment
    Gerbing, D. W.; Anderson, J. C.
  • The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention
    Gustafsson, A.; Johnson, M. D.; Roos, I.
  • Advanced diagnostics for multiple regression: A supplement to multivariate data analysis
    Hair, J. F.; Black, W. C.; Babin, B. J.; Anderson, R. E.
  • Understanding adoption of intelligent personal assistants
    Han, S.; Yang, H.
  • The endurance of love: Passionate and companionate love in newlywed and long‐term marriages
    Hatfield, E. C.; Pillemer, J. T.; O'Brien, M.; Le, Y. C. L.
  • Altruism, sympathy, and helping
    Hatfield, E. C.; Walster, G. M.; Piliavin, J. A.
  • Emergent experience and the connected consumer in the smart home assemblage and the internet of things
    Hoffman, D. L.; Novak, T.
  • Consumer and object experience in the internet of things: An assemblage theory approach
    Hoffman, D. L.; Novak, T. P.
  • The experiential aspects of consumption: Consumer fantasies, feelings, and fun
    Holbrook, M. B.; Hirschman, E. C.
  • Customer experience management: Toward implementing an evolving marketing concept
    Homburg, C.; Jozić, D.; Kuehnl, C.
  • Alexa, Siri, Cortana, and more: An introduction to voice assistants
    Hoy, M. B.
  • Appealing to Internet‐based freelance developers in smartphone application marketplaces
    Hsieh, J. K.; Hsieh, Y. C.
  • Formation of augmented‐reality interactive technology's persuasive effects from the perspective of experiential value
    Huang, T. L.; Liu, F. H.
  • Brand love in progress‐ The interdependence of brand love antecedents in consideration
    Huber, F.; Meyer, F.; Schmid, D. A.
  • To feel or not to feel: The role of affect in human–computer interaction
    Hudlicka, E.
  • How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy
    Iglesias, O.; Markovic, S.; Rialp, J.
  • The role of brand experience and affective commitment in determining brand loyalty
    Iglesias, O.; Singh, J. J.; Batista‐Foguet, J. M.
  • Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants
    Jang, S.; Namkung, Y.
  • LISREL 8 structural equation modeling with the simplis comand language
    Jöreskog, K.; Sörbom, D.
  • Brand love: The emotional bridge between experience and engagement, generation‐M perspective
    Junaid, M.; Hou, F.; Hussain, K.; Kirmani, A. A.
  • The effect of brand experience on brand relationship quality
    Jung, L. H.; Soo, K. M.
  • Exploring behavioural branding, brand love and brand co‐creation
    Kaufmann, H. R.; Loureiro, S. M. C.; Manarioti, A.
  • A dual path model of intention to use QR code virtual stores‐the moderating effect of consumer use experience
    Kim, E. Y.; Yoon, N.
  • Seniors' loyalty to social network sites: Effects of social capital and attachment
    Kim, M. J.; Lee, C.‐K.; Preis, M. W.
  • Examining the antecedents and consequences of mobile app engagement
    Kim, S.; Baek, T. H.
  • Relationships among community interaction interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities
    Kuo, Y.‐F.; Feng, L.‐H.
  • Customer value, satisfaction, loyalty, and switching costs: An illustration from a business‐to‐business service context
    Lam, S. Y.; Shankar, V.; Erramilli, M. K.; Murthy, B.
  • Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love
    Langner, T.; Schmidt, J.; Fischer, A.
  • Do online brand communities help build and maintain relationships with consumers? A network theory approach
    Lee, H. J.; Lee, D. H.; Taylor, C. R.; Lee, J. H.
  • Intimacy, passion, and commitment in young romantic relationships: Successfully measuring the triangular theory of love
    Lemieux, R.; Hale, J. L.
  • Intimacy, passion, and commitment among married individuals: Further testing of the triangular theory of love
    Lemieux, R.; Hale, J. L.
  • Revisiting the commitment‐loyalty distinction in a cruising context
    Li, X.; Petrick, J. F.
  • In good and bad times: The interpersonal nature of brand love in service relationships
    Long‐Tolbert, S. J.; Gammoh, B. S.
  • Talk to me: Exploring user interactions with the Amazon Alexa
    Lopatovska, I.; Rink, K.; Knight, I.; Raines, K.; Cosenza, K.; Williams, H.; Sorsche, P.; Hirsch, D.; Li, Q.; Martinez, A.
  • Acceptance and attitudes toward a human‐like socially assistive robot by older adults
    Louie, W. Y. G.; McColl, D.; Nejat, G.
  • A customer loyalty model for e‐service context
    Luarn, P.; Lin, H. H.
  • Effects of texting on satisfaction in romantic relationships: The role of attachment
    Luo, S.
  • The effect of attachment and Sternberg's triangular theory of love on relationship satisfaction
    Madey, S. F.; Rodgers, L.
  • The effect of co‐creation experience on outcome variable
    Mathis, E. F.; Kim, H. L.; Uysal, M.; Sirgy, J. M.; Prebensen, N. K.
  • Brand love is in the heart: Physiological responding to advertised brands
    Maxian, W.; Bradley, S. D.; Wise, W.; Toulouse, E. N.
  • Developing a mobile applications customer experience model (MACE)‐implications for retailers
    McLean, G.; Al‐Nabhani, K.; Wilson, A.
  • Hey Alexa… examine the variables influencing the use of artificial intelligent in‐home voice assistants
    McLean, G.; Osei‐Frimpong, K.
  • An approach to environmental psychology
    Mehrabian, A.; Russell, J. A.
  • Testing evolutionary and ecological hypotheses using path analysis and structural equation modelling
    Mitchell, R. J.
  • The commitment‐trust theory of relationship marketing
    Morgan, R. M.; Hunt, S. D.
  • Okay, Google! An empirical study on voice assistants on consumer engagement and loyalty
    Moriuchi, E.
  • The development, change, and transformation of Management Information Systems (MIS): A content analysis of articles published in business and marketing journals
    Nasir, S.
  • A practical approach to measuring user engagement with the refined user engagement scale (UES) and new UES short form
    O'Brien, H. L.; Cairns, P.; Hall, M.
  • Whence consumer loyalty?
    Oliver, R. L.
  • Sexting within adolescents' romantic relationships: How is it related to perceptions of love and verbal conflict?
    Outysel; Walrave, M.; Ponnet, K.
  • Brief report: Intimacy, passion, and commitment in romantic relationships—Validation of a ‘triangular love scale'for adolescents
    Overbeek, G.; Ha, T.; Scholte, R.; Kemp, R.; Engels, R. C.
  • Adding voice to the omnichannel and how that affects brand trust
    Pagani, M.; Racat, M.; Hofacker, C. F.
  • All you need is brand love': A critical review and comprehensive conceptual framework for brand love
    Palusuk, N.; Koles, B.; Hasan, R.
  • What is smart for retailing?
    Pantano, E.; Timmermans, H.
  • Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers
    Park, C.; Whan, D.; MacInnis, J.; Priester, J.; Eisingerich, A. B.; Iacobucci, D.
  • An empirical model for brand loyalty measurement
    Punniyamoorthy, M.; Raj, M. P. M.
  • E‐loyalty: Your secret weapon on the web
    Reichheld, F. F.; Schefter, P.
  • Constituents and consequences of smart customer experience in retailing
    Roy, S. K.; Balaji, M. S.; Sadeque, S.; Nguyen, B.; Melewar, T. C.
  • Antecedents and consequences of brand love
    Roy, S. K.; Eshghi, A.; Sarkar, A.
  • Social exchange and emotional investment in work groups
    Saavedra, R.; Van Dyne, L.
  • Understanding and measuring romantic brand love
    Sarkar, A.; Ponnam, A.; Murthy, B. K.
  • Brand love: Emotionality and development of its elements across the relationship lifecycle
    Schmid, D. A.; Huber, F.
  • Experiential marketing
    Schmitt, B.
  • Consumer loyalty toward smartphone brands: The determining roles of deliberate inertia and cognitive lock‐in
    Shi, X.; Lin, Z.; Liu, J.; Hui, Y. K.
  • Gadget loving: A test of an integrative model
    Shoham, A.; Pesämaa, O.
  • What if your avatar looks like you? Dual congruity perspectives for avatar use
    Soo, K.; Hongki, K.; Eung Kyo, S.
  • A triangular theory of love
    Sternberg, R. J.
  • The concept of intelligence and its role in lifelong learning and success
    Sternberg, R. J.
  • The nature of love
    Sternberg, R. J.; Grajek, S.
  • Cheery companions or serious assistants? Role and demeanor congruity as predictors of robot attraction and use intentions among senior citizens
    Sundar, S. S.; Jung, E. H.; Waddell, T. F.; Kim, K. J.
  • A new dualistic approach to brand passion: Harmonious and obsessive
    Swimberghe, K. R.; Astakhova, M.; Wooldridge, B. R.
  • Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships
    Tabrani, M.; Amin, M.; Nizam, A.
  • The ties that bind: Measuring the strength of consumers' emotional attachments to brands
    Thomson, M.; MacInnis, D. J.; Whan Park, C.
  • The paradox of phone attachment: Development and validation of the Young Adult Attachment to Phone Scale (YAPS)
    Trub, L.; Barbot, B.
  • User acceptance of information technology: Toward a unified view
    Venkatesh, V.; Morris, M. G.; Davis, G. B.; Davis, F. D.
  • Customer experience creation: Determinants, dynamics and management strategies
    Verhoef, P. C.; Lemon, K. N.; Parasuraman, A.; Roggeveen, A.; Tsiros, M.; Schlesinger, L. A.
  • Customer engagement: Exploring customer relationships beyond purchase
    Vivek, S. D.; Beatty, S. E.; Morgan, R. M.
  • Emotional attachment and multidimensional selfefficacy: extension of innovation diffusion theory in the context of eBook reader
    Waheed, M.; Kaur, K.; Ain, N.; Sanni, S.
  • How attachment influences users' willingness to donate to content creators in social media: A socio‐technical systems perspective
    Wan, J.; Lu, Y.; Wang, B.; Zhao, L.
  • The formation of sub‐brand love and corporate brand love in hotel brand portfolios
    Wang, Y. C.; Qu, H.; Yang, J.
  • Predicting consumer intention to use mobile service
    Wang, Y. S.; Lin, H. H.; Luarn, P.
  • Individual differences in attachment are associated with usage and perceived intimacy of different communication media
    Wardecker, B. M.; Chopik, W. J.; Boyer, M. P.; Edelstein, R. S.
  • What drives experiential loyalty toward smart restaurants? The case study of KFC in Beijing
    Wu, H. C.; Cheng, C. C.
  • High tech and high touch: a framework for understanding user attitudes and behaviors related to smart interactive services
    Wünderlich, N. V.; Wangenheim, F. V.; Bitner, M. J.
  • Language, modality, and mobile media use experiences: social responses to martphone cues in a task‐oriented context
    Xu, K.
  • A functional magnetic resonance imaging study of neural dissociations between brand and person judgments
    Yoon, C.; Gutchess, A. H.; Feinberg, F.; Polk, T. A.
  • The behavioral consequences of service quality
    Zeithaml, V. A.; Berry, L. L.; Parasuraman, A.
  • Building stronger hospitality brands through online communities
    Zhang, T.; Bilgihan, A.; Kandampully, J.; Lu, C.
  • Effects of emotional attachment on mobile health‐monitoring service usage: An affect transfer perspective
    Zhang, X.; Guo, X.; Ho, S. Y.; Lai, K.; Voger, D.