How Artificial Intelligence is Affecting Customer Satisfaction: A Study on Marks and Spencer

This dissertation explores the impact of artificial intelligence on customer satisfaction in the retail industry through a study on Marks and Spencer. The research aims to identify the effect of artificial intelligence on customer satisfaction and to evaluate the challenges faced by M&S while managing its artificial intelligence strategy. The dissertation will consist of five chapters, including an introduction, literature review, research methodology, data analysis and interpretation, and conclusion and recommendations. The supporting sources include ten different media sources, such as journals and online reviews analytics.

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How
artificial
intelligenc
e is
affecting
customer
satisfactio
n
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Concise summary of your research idea:
Artificial intelligence introduces to the ability of a computer and a robot controlled by a computer to do
activities that are normally done by humans because they require human discernment and intelligence (Prentice,
Dominique Lopes and Wang, 2020). Using of Artificial intelligence helps an organisation in increment of
customer satisfaction towards the brand. Higher customer satisfaction will help company in improvement of its
business performance. There are aims and objectives that will be addressed through research questions. These
are;
Research aim:
Main aim of the current research is “To identify the effect of artificial intelligence on customer satisfaction
within a retail industry: A study on Marks and Spencer
Research Objectives:
 To develop basic understanding regarding the Artificial intelligence
 To determine the impact of Artificial intelligence on customer satisfaction
 To identify the ways that would be used by M&S for increasing customer satisfaction towards their
brand
 To evaluate the challenges that would be faced by M&S while managing its artificial intelligence
strategy and improving customer satisfaction
8031601430409644767.docx

Working title: How artificial intelligence is affecting customer satisfaction
Provisional research process:
There are different chapters that will be essential in completing full dissertation systematically and
successfully. These chapters are;
1. Chapter 1: Introduction
2. Chapter 2: Literature review
3. Chapter 3: Research methodology
4. Chapter 4: Data analysis and interpretation
5. Chapter 5: Conclusion and recommendations
Provisional supporting sources (list 10 from different media):
Prentice, C., Dominique Lopes, S. and Wang, X., 2020. The impact of artificial intelligence and employee
service quality on customer satisfaction and loyalty. Journal of Hospitality Marketing &
Management, 29(7), pp.739-756.
Brill, T.M., Munoz, L. and Miller, R.J., 2019. Siri, Alexa, and other digital assistants: a study of customer
satisfaction with artificial intelligence applications. Journal of Marketing Management, 35(15-16),
pp.1401-1436.
Wirtz, J., 2019. Organizational ambidexterity: cost-effective service excellence, service robots, and artificial
intelligence. Organizational Dynamics, 100719.
Ameen, N. and et. al., 2021. Customer experiences in the age of artificial intelligence. Computers in Human
Behavior, 114, p.106548.
Mariani, M. and Borghi, M., 2021. Customers’ evaluation of mechanical artificial intelligence in hospitality
services: a study using online reviews analytics. International Journal of Contemporary Hospitality
Management.
Yousuf, H. and et. al., 2021. Artificial intelligence models in power system analysis. In Artificial Intelligence
for Sustainable Development: Theory, Practice and Future Applications (pp. 231-242). Springer, Cham.
Ingaldi, M. and Ulewicz, R., 2019. How to make e-commerce more successful by use of Kano’s model to
assess customer satisfaction in terms of sustainable development. Sustainability, 11(18), p.4830.
Sanny, L. and et. al., 2020. The analysis of customer satisfaction factors which influence chatbot acceptance in
Indonesia. Management Science Letters, 10(6), pp.1225-1232.
Yang, L., Henthorne, T.L. and George, B., 2020. Artificial intelligence and robotics technology in the
hospitality industry: Current applications and future trends. Digital transformation in business and
society, pp.211-228.
Bock, D.E., Wolter, J.S. and Ferrell, O.C., 2020. Artificial intelligence: disrupting what we know about
services. Journal of Services Marketing.
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8031601430409644767.docx