Voice AI and Conversational Marketing: Redefining the Digital Customer Journey

Abstract

This study investigates the influence of Voice AI capabilities and conversational marketing features on customer experience (CX), trust, satisfaction, and loyalty. Although prior research has emphasized the role of CX in shaping consumer outcomes, limited attention has been given to the combined effects of Voice AI and conversational marketing within a trust-centered framework. This research addresses this gap by clarifying when and how trust matters most in AI-mediated interactions. A quantitative, cross-sectional survey design was employed, collecting data from consumers familiar with AI-driven services. Using PLS-SEM in SmartPLS 4.0, the study tested direct, mediating, and moderating effects across a sample representative of digitally engaged users. Results reveal that Voice AI (β = 0.426, p < 0.001) and conversational marketing (β = 0.395, p < 0.001) significantly improve CX. CX strongly predicts satisfaction (β = 0.699, p < 0.001) and moderately predicts loyalty (β = 0.216, p = 0.006). Trust directly influences loyalty (β = 0.625, p < 0.001) but does not significantly affect satisfaction (p = 0.250). Moderation tests show trust strengthens CX → satisfaction but not CX → loyalty. The study contributes by extending Customer Experience Theory, showing that CX drives satisfaction, while trust sustains loyalty. Practically, it highlights the need for empathetic, transparent AI design to balance short-term and long-term consumer outcomes.