AVI and Customer Loyalty in Music Streaming

Extract

[...] According to authors Bressolles and Viot (2012), the advantage of AVI lies mainly in the technical and social competence of the tool allowing to reassure the customer. "Reassurance is defined as the ability to inspire confidence. It is based on competence, credibility, security and courtesy. The competence of the virtual agent is crucial to reassure the customer. For this, it should not systematically refer to another channel. In an experience conducted in of people judged the virtual agent more worthy of trust than the salesperson in the store, for 41% it was the opposite and saw no difference" (Bressolles and Viot, 2012). [...]

[...] A theory conceptualizing customer loyalty and the passion generated through the AVI is also put forward. Indeed, as soon as the customer feels positive emotions towards the AVI, the latter will then arouse a major interest for the latter, and consequently for the brand and its website, given the positive experience created, which will then ensure customer loyalty. 'Service loyalty refers to consumers' intention to continue using VAS in the future and to recommend VAS to others through physical and/or electronic word-of-mouth communication. [...]

[...] The adoption of AVI (Intelligent Virtual Agents) by brands is very quickly inscribed in response to a need for strengthening customer service with a need to create a human presence on the internet sites through a developed social presence by AVI through the techniques of AI. Thus, the development of AI technologies has been able to progressively think and create agents corresponding to human and digital representations issued from computer programs, allowing the attribution of visual and emotional characteristics of the human being. [...]

[...] (2009). Are readers able to anthropomorphize their magazine? An answer by the triangulation method, Revue Management et Avenir pp. 54-72. Viot C. et Bressolles G. (2012). [...]

[...] These aim to improve the customer experience in the purchasing process on online sites. "They must be distinguished from avatars that constitute a digital representation of users in virtual universes. While the avatar is only a controlled envelope by a human being, AVI are controlled by a computer. Their multiplication is part of a more general phenomenon, that of self-service web, which consists in leaving the customer or prospect master of his relationship with the company by offering him, in an intuitive and structured way, access to all the information he may need, from the company's website." (Bressolles and Viot, 2012)." Through the AVI, AI allows for the provision of new and rationalized features to the websites of brands, particularly with the establishment of chatbots, which are today one of the online tools for direct communication with customers. [...]