KALİTE ALGISININ TEKNOLOJİ RAHATSIZLIĞINA VE HİZMET TATMİNSİZLİĞİNE ETKİSİ: SESLİ ASİSTANLAR ÜZERİNDE BİR UYGULAMA

Öz

Dijitalleşmenin etkisiyle yapay zeka destekli sesli asistanların artan popülaritesi ile teknoloji rahatsızlığı ve tatmin olmayan tüketicilerin bakış açıları dikkat çekmektedir. Bu çalışmanın amacı sesli asistanların bilgi, sistem, hizmet ve yerelleştirme kalitesinin teknoloji rahatsızlığına ve müşteri tatminsizliğine etkisini incelemektir. Çalışmada nicel yöntem kullanılmıştır. Çalışmada 278 katılımcıdan yüz yüze anket yöntemiyle veri toplanmıştır. Elde edilen demografik veriler SPSS 23 paket programıyla, hipotezler ise Smart-PLS paket programıyla test edilmiştir. Çalışma sonucunda bilgi, hizmet, yerelleştirme kalitesinin teknoloji rahatsızlığı üzerinde etkisi olduğu, teknoloji rahatsızlığının da hizmet tatminsizliğine etkilediği görülmüştür. Sistem kalitesinin ise teknoloji rahatsızlığı üzerinde etkisi olmadığı sonucuna ulaşılmıştır. Bu araştırma dijitalleşen çağda özellikle teknoloji rahatsızlığı nedeniyle tatmin olmayan tüketicilerin bakış açılarını anlayabilme amacıyla literatüre ve uygulayıcılara katkı sağlayabilecektir. Bu çalışmanın bulgularının, teknoloji rahatsızlığının tüketici hizmet memnuniyetsizliği üzerindeki öncüllerini ve etkilerini belirlemede uygulayıcılar ve literatür açısından yararlı olduğu düşünülmektedir.

Anahtar Kelimeler

• Sesli Asistan
• Kalite
• Teknoloji Rahatsızlığı
• Hizmet Tatminsizliği

THE EFFECT OF QUALITY PERCEPTION ON TECHNOLOGY IRRITATION AND SERVICE DISSATISFACTION: AN APPLICATION ON VOICE ASSISTANTS

Öz

The increasing popularity of voice assistants supported by artificial intelligence due to digitalization draws attention to technology irritation and the perspectives of dissatisfied consumers. This study examines the effect of voice assistants' information, system, service, and localization quality on technology irritation and customer dissatisfaction. A quantitative method was used in the study. The study collected data from 278 participants via the face-to-face survey method. The demographic data obtained were tested with the SPSS 23 package program, and the hypotheses were tested with the Smart-PLS package program. As a result of the study, it was seen that information, service, and localization quality affected technology irritation, and technology irritation also affected service dissatisfaction. It was concluded that system quality did not affect technology irritation. This research can contribute to the literature and practitioners to understand the perspectives of dissatisfied consumers, especially due to technology irritation in the digital age. The findings of this study are considered useful for practitioners and the literature in identifying the antecedents and impacts of technology discomfort on consumer service dissatisfaction.

Anahtar Kelimeler

• Voice Assistants
• Quality
• Technology Irritation
• Service Dissatisfaction

Kaynakça

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