A study on consumer strategy of artificial intelligence service using importance-satisfaction analysis

Purpose: The purpose of this paper is to investigate satisfaction and importance in order to appropriately evaluate AI-based service quality evaluation. It is to conduct an importance and satisfaction analysis for users of artificial intelligence speakers and derive a service strategy. Design/methodology/approach: This study conducted a survey of consumers using artificial intelligence speakers in Republic of Korea. The survey was conducted online and the total number of samples was 200. Findings: In this study, meaningful results were derived by conducting an overall importance-satisfaction analysis targeting artificial intelligence speaker users. Based on this, a maintenance strategy, improvement strategy, and reinforcement strategy were established for each quality item of artificial intelligence service. By analyzing gender characteristics, service strategies suitable for men and women were derived. Research limitations/implications: It is necessary to derive a broad service strategy by conducting additional analysis based on different criteria such as by brand. In the future, research is needed to expand to various services based on artificial intelligence in addition to artificial intelligence speakers. Originality/value: These research results will help to establish appropriate strategies for various services based on artificial intelligence.