Redefining consumer relationships through voice technologies

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Abstract

Voice technologies are becoming pervasive in consumers’ lives, offering brands a wide range of opportunities to develop deeper, para-social consumer relationships that engender brand loyalty. Much of the growing popularity of voice technologies is due to characteristics that closely mirror human-to-human interactions. By examining how consumers interact with voice technologies, we delineate their core functionalities (searchability, actionability, and sociability) and explain how these functionalities prompt consumers to anthropomorphize the technologies’ mechanisms and outputs. This process can result in the attribution of human traits of warmth and competence to voice technologies, leading to the formation of para-social relationships. By leveraging voice technologies, brands can potentially develop more intimate consumer relationships and enhance brand loyalty.
Original languageEnglish
Title of host publicationHandbook of Research on Customer Loyalty
EditorsDebbie Keeling, Ko de Ruyter, David Cox
Place of PublicationCheltenham
PublisherEdward Elgar Publishing Limited
ISBN (Electronic)9781800371637
ISBN (Print)9781800371620
Publication statusAccepted/In press - 22 Apr 2022

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