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

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Student Last
name:
Award Title:
How
artificial
intelligenc
e is
affecting
customer
satisfactio
n
Student First
names:
Student No: Study Mode: FT / PT
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
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