This report outlines the research methodology employed to study customer behavior in the UAE, specifically focusing on the impact of digital advancements on service quality. The report details the research philosophy (Interpretivism), research approach (Inductive), and research type (qualitative). It describes the data collection methods, including both primary (surveys and questionnaires) and secondary sources (articles, books, and journals). The sampling strategy involves simple random sampling, with 200 participants selected from hospitals in the UAE. The report further explains the data analysis techniques, using thematic data analysis to interpret customer behavior through graphs and charts. Ethical considerations, such as informed consent and confidentiality, are also addressed. The report concludes with a reference list of the sources used.