ith the accelerating advances in artificial intelligence (AI) technologies, the rising demand for the intelligent personal assistant is expected to rapidly increase in the following decades. As customer loyalty has become a critical element in gaining a competitive advantage and many marketers pay great attention to it, this research aims to explore the factors that directly affect customer loyalty toward the intelligent personal assistant. The main motivation is to investigate and identify the direct effects that variables such as customer innovativeness and perceived value have on customer loyalty. Additionally, both product knowledge and corporate image will be examined as moderators. The results obtained demonstrate that perceived value has a positive influence on customer loyalty. Furthermore, product knowledge moderates the influence of functional and hedonic innovativeness on customer satisfaction. The study’s main contributions provide a better understanding of customer loyalty. This research aims to be viewed as a specific guide to provide effective practices that companies should implement to help them reallocate resources appropriately and enhance customer value creation. The results indicate that the higher the level of customer perceived value, the better the customer loyalty will be. The findings represent that corporate image has a positive moderating effect on the influence of customer innovativeness on perceived value. This study draws on the outcomes of administrative suggestions and recommends a few observational strategies to improve the monetary administration in the intelligent personal assistant industry.
