As part of my doctoral thesis, I am preparing a study to examine the impact of a virtual assistant on satisfaction in the customer service process. I wonder if I can modify the available models (like TAM, UTAUT) for my research?
Can anyone advise me how this modification should be done? And whether it is possible at all.
Attached please find one of a model, in which questions connected with service quality could be modified by replacing the word 'employee' by 'virtual assistant'.
Yes, you are correct. For any research that you do, it has to be ported as per the needs of your work. Also, TAM/UTAUT, etc. are a bit obsolete now. It does not mean they are not used, however I will suggest using newer models, or even proposing your own one keeping the flavour of TAM or something else. As for the constructs, in addition to the conventional ones, try proposing at least one or two new, for which you can use your own set of questionnaires. Therefore, in short re-modification of the questionnaire wordings is definitely important (and must be done) in addition to adding your own ones. Hope that helps !!
I agree with Debajyoti Pal . To further extend it, Krystyna Jarek I think in TAM/UTAUT religious and diversity related aspects were not catered. You can these aspects.
Also I suggest go through Customer Based Brand equity, May be get some variables from there. I also gave the questionnaire in the end of brand equity.
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Muhammad Farooq thanks for your contribution. I will check the Customer Based Brand Equity variables - some of them seems to be useful.
I find your article about religious digitalization really orginal. Interesting findings and conclusions as well.
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