Are Users Satisfied With Digital Assistants?

Overview

This research study explores whether user expectations of digital assistants (e.g., Siri, Alexa) are aligned with user satisfaction. It also examines whether the interaction affects user perceptions of information privacy concerns and trust in the direction and/or strength of the relation between user expectations and user satisfaction.

What the Research Shows

• Satisfaction is largely driven by the user’s expectations of the digital assistant’s performance.
• Since these expectations involve a new technology, users want confirmation that their expectations are being met.
• Surprisingly, trust and information privacy concerns had no significant interaction effect on the direction and/or strength of the relation between user expectations and user satisfaction.

Why Research Matters

Firms should:

• Focus on educating users about new digital assistant skill capabilities and how these skills can be used to meet user needs.
• Help users to understand how digital assistants can be used to perform more than just mundane tasks.
• Maintain high levels of user satisfaction across the digital assistant lifecycle in recognition of the constant evolution of user expectations.
• Be careful not to create unrealistic product expectations. Establish trust-building and privacy-focused programs and user experiences.

About the Researchers