The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI

The use of Voice Assistance Systems based on Artificial Intelligence (VASAI) -such as Siri, Alexa, and many others- is becoming more and more popular; however, studies on this topic are still scarce. One of the topics that has only been tangentially addressed is the impact of brand-related issues (such as brand credibility and brand loyalty) on customer satisfaction and continued use intention of VASAI. The present study addresses this topic by postulating a structural model for its evaluation. The author's structural model also examines the influence of system quality constructs (system stability, system agility, and anthropomorphism), and information quality constructs (information exhaustiveness or information up-to-datedness) as independent variables. The researcher uses a questionnaire, based on previous literature, which is administered to a sample of 651 participants. The proposed structural model is evaluated by applying PLS-SEM analysis. The results show that brand credibility influences the constructs of customer satisfaction (β = 0.289/p-value < 0.001) and continued use intention (β = 0.304/p-value < 0.001). Similarly, the findings indicate that brand loyalty has a moderating effect on the relationships between brand credibility and consumer satisfaction, on the one hand, and brand credibility and continued use intention, on the other. In view of the results, the author concludes that some brand-related constructs have an impact on customer satisfaction and intention to continue using VASAI, indicating the critical importance of brand management for the success and future development of these technologies.