Exploring the engagement process between humans and intelligent virtual assistants
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/23920 |
Resumo: | Happy and loyal customers are two of the main objectives for all brands, and it represents a constant challenge which involves and depends a lot on the brand-consumer relationship. Both customer happiness and loyalty are consequences of a good relationship between the two parties, which is formed through engagement. This study aims to better understand the engagement process between Humans and Intelligent Virtual Assistants, and the influence of intimacy and attachment in this process of interaction, identification and relationship. For this purpose, a conceptual framework was created and tested, based in part on the attachment theory, in order to better understand the engagement process between Humans and IVAs. The study conducted used primary data, obtained through a questionnaire, and was employed to better understand the model and to test the hypotheses developed. The results demonstrate all hypotheses are supported by the model, and people do, in fact, create an emotional relationship with their IVAs on a daily basis context, the attachment strength influences customer engagement levels. Furthermore, they also show that there is a clear relationship of positive influence between customer engagement and customer loyalty and happiness. |
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Exploring the engagement process between humans and intelligent virtual assistantsIntelligent virtual assistantsAttachment theoryVirtual intimacyCustomer engagementCustomer loyaltyCustomer happinessAssistentes virtuais inteligentesTeoria do apegoIntimidade virtualEngagement do clienteLealdade do consumidorFelicidade do clienteHappy and loyal customers are two of the main objectives for all brands, and it represents a constant challenge which involves and depends a lot on the brand-consumer relationship. Both customer happiness and loyalty are consequences of a good relationship between the two parties, which is formed through engagement. This study aims to better understand the engagement process between Humans and Intelligent Virtual Assistants, and the influence of intimacy and attachment in this process of interaction, identification and relationship. For this purpose, a conceptual framework was created and tested, based in part on the attachment theory, in order to better understand the engagement process between Humans and IVAs. The study conducted used primary data, obtained through a questionnaire, and was employed to better understand the model and to test the hypotheses developed. The results demonstrate all hypotheses are supported by the model, and people do, in fact, create an emotional relationship with their IVAs on a daily basis context, the attachment strength influences customer engagement levels. Furthermore, they also show that there is a clear relationship of positive influence between customer engagement and customer loyalty and happiness.Um dos grandes objetivos de uma marca ou empresa é que os seus clientes sejam leais, garantindo a sua satisfação, algo que representa um desafio constante e que depende em grande parte da relação entre consumidor e marca. Tanto a felicidade do consumidor como a sua lealdade são consequências de uma boa relação entre as duas partes, relação essa que surge através de todo o processo de envolvimento e compromisso, do engagement. O presente estudo tem como principal objetivo compreender o processo de engagement entre Humanos e Assistentes Virtuais Inteligentes, e a influência, ou relevância, do nível de intimidade e conexão emocional neste processo de interação, identificação e relação entre ambos. Para este efeito, um modelo de investigação foi criado e testado, baseado em parte na teoria do apego (attachment theory). O estudo foi desenvolvido com base em dados primários, obtidos através de um questionário, e foram analisados para melhor compreender o modelo criado e testar as hipóteses desenvolvidas. Os resultados obtidos demonstram que de facto os consumidores criam uma relação emocional com os seus Assistentes Virtuais Inteligentes, considerando um contexto casual e diário, e que essa intimidade e proximidade emocional influência os níveis de envolvimento e compromisso do cliente. Adicionalmente, os resultados demonstram e comprovam a existência de uma relação direta de influência positiva entre os níveis de engagement e a lealdade e felicidade do cliente.2022-01-05T14:04:05Z2021-12-03T00:00:00Z2021-12-032021-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/23920TID:202830705engGarrotes, Patrícia Saturnino Mateiro Silvainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:50:44Zoai:repositorio.iscte-iul.pt:10071/23920Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:25:04.423657Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Exploring the engagement process between humans and intelligent virtual assistants |
title |
Exploring the engagement process between humans and intelligent virtual assistants |
spellingShingle |
Exploring the engagement process between humans and intelligent virtual assistants Garrotes, Patrícia Saturnino Mateiro Silva Intelligent virtual assistants Attachment theory Virtual intimacy Customer engagement Customer loyalty Customer happiness Assistentes virtuais inteligentes Teoria do apego Intimidade virtual Engagement do cliente Lealdade do consumidor Felicidade do cliente |
title_short |
Exploring the engagement process between humans and intelligent virtual assistants |
title_full |
Exploring the engagement process between humans and intelligent virtual assistants |
title_fullStr |
Exploring the engagement process between humans and intelligent virtual assistants |
title_full_unstemmed |
Exploring the engagement process between humans and intelligent virtual assistants |
title_sort |
Exploring the engagement process between humans and intelligent virtual assistants |
author |
Garrotes, Patrícia Saturnino Mateiro Silva |
author_facet |
Garrotes, Patrícia Saturnino Mateiro Silva |
author_role |
author |
dc.contributor.author.fl_str_mv |
Garrotes, Patrícia Saturnino Mateiro Silva |
dc.subject.por.fl_str_mv |
Intelligent virtual assistants Attachment theory Virtual intimacy Customer engagement Customer loyalty Customer happiness Assistentes virtuais inteligentes Teoria do apego Intimidade virtual Engagement do cliente Lealdade do consumidor Felicidade do cliente |
topic |
Intelligent virtual assistants Attachment theory Virtual intimacy Customer engagement Customer loyalty Customer happiness Assistentes virtuais inteligentes Teoria do apego Intimidade virtual Engagement do cliente Lealdade do consumidor Felicidade do cliente |
description |
Happy and loyal customers are two of the main objectives for all brands, and it represents a constant challenge which involves and depends a lot on the brand-consumer relationship. Both customer happiness and loyalty are consequences of a good relationship between the two parties, which is formed through engagement. This study aims to better understand the engagement process between Humans and Intelligent Virtual Assistants, and the influence of intimacy and attachment in this process of interaction, identification and relationship. For this purpose, a conceptual framework was created and tested, based in part on the attachment theory, in order to better understand the engagement process between Humans and IVAs. The study conducted used primary data, obtained through a questionnaire, and was employed to better understand the model and to test the hypotheses developed. The results demonstrate all hypotheses are supported by the model, and people do, in fact, create an emotional relationship with their IVAs on a daily basis context, the attachment strength influences customer engagement levels. Furthermore, they also show that there is a clear relationship of positive influence between customer engagement and customer loyalty and happiness. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-03T00:00:00Z 2021-12-03 2021-10 2022-01-05T14:04:05Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/23920 TID:202830705 |
url |
http://hdl.handle.net/10071/23920 |
identifier_str_mv |
TID:202830705 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799134813000564736 |