Chatbots and Voice Assistants: Digital Transformers of the Company–Customer Interface—A Systematic Review of the Business Research Literature

Abstract

Chatbots and voice assistants are digital transformers of the interface between companies and customers. They have become part of the current practice of companies and represent a distinct domain of business research. This trend is significant in the broad business context marked by the digital transformation of companies, the fast development of e-commerce and the omnichannel behavior of customers. This article is a systematic review of the high-quality business research literature on chatbots and voice assistants. The purpose of this review is to critically analyze the current status of this literature from the perspective of the theories, contexts, characteristics and methodologies applied. The final aim of this review is to support the domain of study by suggesting a relevant agenda for future research. This review brings several contributions to the research domain, including the following: the identification of the main streams of high-quality business research in function of the theories in which the studies are grounded; the development of a conceptual framework of the investigated variables (antecedents, mediators, moderators and consequences); the creation of a conceptual framework of the humanlikeness of chatbots and voice assistants; the development of a conceptual framework of the consumer experience with chatbots and voice assistants and the presentation of insights for business practice.