Department of Business Management.

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    DIGITAL ASSISTANTS AND CUSTOMER EXPERIENCE: A STUDY OF ACE MEDICARE CLINIC, OGUN STATE, NIGERIA
    (Covenant University Ota, 2025-07) MELFORD, Ruth Nimi; Covenant University Dissertation
    Amidst rising demand for more efficient and responsive healthcare, this study investigates the impact of digital assistants on customer experience in Nigeria's healthcare sector. The study looks at how voice recognition technologies, chatbots, digital avatars, and predictive analytics affect the cognitive, relational, sensorial, and affective elements of the patient experience. The study used a descriptive survey design guided by the Technology Acceptance Model (TAM) and the HealthQual model, with a positivist ideology at its core. Primary data were acquired from 195 patients at Ace Medicare Clinic in Ogun State using structured questionnaires. The data was analysed using SPSS version 25, which included descriptive statistics, Pearson correlation, and multiple regression analysis. The findings revealed that voice recognition technologies greatly improved cognitive experience, whereas predictive analytics improved emotive experience. However, chatbots and digital avatars had little or no impact on relational and sensory experiences, respectively. The study also discovered that criteria like usability, digital literacy, and trust influenced patient opinions. It concludes that, while digital assistants show potential, their usefulness is context dependent. The report advocates user centred design, digital literacy training, and tighter privacy safeguards to improve the incorporation of AI capabilities in Nigerian healthcare delivery.