Master’s research
How does AI shape the way people experience and relate to brands?
My Master’s research investigates how Google Voice Assistant influences customer experience and brand relationship quality across South Africa and Germany.
Why it matters
Technology is experienced, not merely used.
Google Voice Assistant offers a specific way to study how people experience AI through a branded service. The research examines how the value people find in that interaction connects to customer experience, satisfaction, engagement and brand relationship quality.
Conceptual model
Follow the relationship.
Select a value dimension for a plain-language explanation. The complete model remains visible without interaction.
Culture moderates how these values connect to customer experience.
Choose one of the five consumer value dimensions to explore it. Culture is considered across every value-to-experience relationship.
Culture moderates each connection to Customer Experience.
Functional Value
Whether the assistant is useful and performs the task expected of it.
Emotional Value
How the interaction makes a person feel.
Social Value
How the technology relates to social identity and interaction.
Epistemic Value
The value of novelty, learning and curiosity.
Conditional Value
How usefulness changes with the situation or context.
- Customer Experience
- Customer Satisfaction
- Customer Engagement
- Brand Relationship QualityBrand attachment, brand trustworthiness and brand commitment
Study structure
Clear now. Detailed when ready.
Comparison context
The study compares consumers in South Africa and Germany. It considers culture as a moderator of the relationships between the five consumer value dimensions and Customer Experience.
Methodology
The study uses a quantitative approach. Pilot testing was undertaken to improve the questionnaire, and the measurement instrument was refined before the main study.
Current status
The research is still in progress. No provisional findings, statistics or conclusions are published here.
References
Academic references will be added from the approved source library once the final public research content is ready.