MS: Smart Virtual Assistants & Employee Performance in UK Retail

This project investigates the impact of smart virtual assistants on employee performance within the UK retail industry, focusing on a case study of Marks and Spencer (M&S). The study aims to understand the concept of smart virtual assistants, examine their benefits in the retail sector, assess their relationship with employee performance, and recommend ways to improve employee communication and performance through these technologies. The research methodology includes a literature review using secondary sources to define smart virtual assistants and their benefits, and primary research involving questionnaires distributed to M&S employees. The findings and discussion section presents data from the questionnaires, analyzing the impact of smart virtual assistants on employee performance and identifying both positive and negative aspects. The project concludes by summarizing the key findings and offering recommendations for effectively utilizing smart virtual assistants to enhance employee performance and business outcomes within the UK retail environment.

MSBP

TABLE OF CONTENTS
1. PROJECT PLANNING...............................................................................................................3
Aim and objectives......................................................................................................................3
Scope............................................................................................................................................3
Milestone.....................................................................................................................................3
Initiation, planning and execution...............................................................................................4
Gantt chart and work break down................................................................................................5
BUSINESS CASE...........................................................................................................................7
Chapter 1: literature review.........................................................................................................7
Chapter 2: Research methodology...............................................................................................8
Chapter 3: findings and discussion (data presentation & interpretation)..................................10
Chapter 4: conclusion and recommendations............................................................................20
PROJECT LOGBOOK..................................................................................................................21
REFLECTIVE PRACTICE...........................................................................................................21
REFERENCES..............................................................................................................................24
Books and Journals....................................................................................................................24
APPENDIX....................................................................................................................................26

Topic: To investigate the impact of using smart virtual assistants as a new innovative digital
technology upon the employee performance within UK retail industry: A study on Marks and
Spencer.
1. PROJECT PLANNING
Aim and objectives
The aim of the study is to determine the impact of using smart virtual assistants as a new
innovative digital technology upon the employee performance within Marks and Spencer.
Objectives:
 To understand the concept of smart virtual assistants as a new innovative digital
technology
 To examine the benefits encountered by using smart virtual assistants within UK retail
industry.
 To assess the relationship between the smart virtual assistants and employee
performance.
 To recommend the best ways through which the employee can improve their
communication and raise the performance.
Scope
The scope of the study is to understand the role of smart virtual assistants and its
importance for the employees. The present study also beneficial for the company operated in
retail industry in order to understand the ways through which the employee performance can be
improved by using effective digital technology. Also, study will be beneficial for Marks and
Spencer in order to understand the concept of smart virtual assistants so that effective outcome
can be generated. This in turn assist to improve the results and provide better outcome as well.
Milestone
Some of the key milestone for the present study will be:
 Selection of the research methods: 11th August

 Data analysing: 22nd August 2022
Initiation, planning and execution
The key stages of project planning are as mentioned below: Initiation: In the first stage, project manager mainly implements the aim and objectives of
the research study on which the entire study is based upon (Howe, 2017). This in turn
assist to generate the best outcome by implementing effective outcome. planning: In this stage, project manager makes a planning by using MS project in which
Gantt chart used that helps to determine time of each particulars. Also, it has been
identified that there should be research methods which need to used properly that helps to
answer the question. Execution: The analysis of data sent to the respondents mainly fall in this category that
assist to meet the defined aim. Also, it has been identified that there should be proper
flow of communication which in turn assist to meet the defined aim.
 Closure: The last stage in which scholar complete the entire research by examining
whether the aim and objectives have met or not.
There is different key aspect which need to be included in the project management that are as
mentioned below:
Cost: In order to complete the entire task, it has been identified that it require at least
£250 that helps to implement the task in an effective manner.
Time: As per the defined gantt chart, it has been identified that there is 24 days required
in order to complete the entire project so that it assist to implement the task effectively.
Deliverables: It is all about the results that are produced in the study. For the present
research the key deliverable are understanding the smart virtual assistant that helps to improve
the business.
Resources: The key resources of the study are human resource, technological resources
and physical resource.

Risk: In order to meet the research aim, it has been analysed that there is a need to
develop a risk register that helps to improve the results. In the current study, there are different
risk which might face that include time, cost, lack of financial resource etc.
Resources: There is a need to ensure that all the key resource should be included in the
research i.e. technological, financial and human resource.
Gantt chart and work break down
Task
Mode Task Name Duration Start Finish Predecessors
1 Selection of topic 2 days Thu 8/4/22 Fri 8/5/22
2 Drafting aim and
objectives 1 day Mon 8/8/22 Mon 8/8/22 1
3 Selection of source for
literature review 2 days Tue 8/9/22 Wed 8/10/22 1,2
4 Selection of research
methods 1 day Thu 8/11/22 Thu 8/11/22 2,3
5 Questionnaire 2 days Fri 8/12/22 Mon 8/15/22 4
6 sending questions to
respondents 3 days Tue 8/16/22 Thu 8/18/22 5
7 analyzing the data 2 days Fri 8/19/22 Mon 8/22/22 6,2
8 discussion and findings 1 day Tue 8/23/22 Tue 8/23/22 7
9 Conclusion 1 day Wed 8/24/22 Wed 8/24/22 8
10 formatting and
submission 1 day Thu 8/25/22 Thu 8/25/22 9
11 waiting for feedback 7 days Fri 8/26/22 Mon 9/5/22 10
12 modification and
submission 1 day Tue 9/6/22 Tue 9/6/22 11

BUSINESS CASE
Chapter 1: literature review
Introduction
The present section is entirely based upon the secondary sources in which different books
and journals will be used in order to meet the aim and develop an understanding pertaining to
smart virtual assistants so that it creates a better result.
Theme 1: Concept of smart virtual assistants
According to Barricelli and Fogli (2021) virtual assistant is a kind of software agent
which can perform the task and service on the basis of commands or questions. Also, it is all
about performing simple jobs for an end users which include adding task to calendar, providing
information which would normally be searched in a web browser. Seranmadevi and et.al., (2022)
also stated that this is not only used in the workplace but also used in homes so that it create a
better outcome. In addition to this, in a digital innovative technology, this is considered as a best
method in order to improve the business performance.
Theme 2: Benefits of using smart virtual assistants
The biggest benefit of using virtual assistant is to offer more services so that the
employees can handle other operations effectively. Arora and et.al., (2021) also supported that
in retail industry there were many customer service issues that can be improved by the company.
Along with this, it also help to save money and this in turn affect the business performance in
positive manner. Using this method, company can improve the performance and this in turn
assist to create a better outcome. AbuMansour and Elayyan (2018) further shared their views that
employees improve their performance by implementing smart virtual assistant because they can
avoid the mistakes that affect the business performance positively as well. That is why, there is a
need to focus upon the digital tool that helps to create a better outcome and improve the business
performance as well.
Theme 3: Relationship of using smart virtual assistants and employee performance
There is a positive relationship identified within virtual assistants and employee
performance because it reduces the work load and this in turn help to improve the business

performance as well as employee performance. Also, ……supported that with the help of
effective digital technology, company can generate the best outcome and this in turn help to raise
the employee performance so that company can sustain the brand image. Zangirolami-
Raimundo, Echeimberg and Leone (2018) critically analysed that there is a negative aspect
identified within the workplace when digital technology has used which might affect the overall
performance of a company in negative manner. It is so because company do not actually uses the
same effectively. Such that
Conclusion
Through the above it has been concluded that smart assistance is considered an important
digital tool which in turn assist to improve the business operation. Also, the section concluded
that there are different benefits associated with the digital tool that include low cost operation,
improve productivity etc.
Chapter 2: Research methodology
Research process
The following process need to be included in the present research process which is as
mention below: Developing aim and objective: Scholar need to select the aim and objectives on which the
entire study is based upon. Selecting source for the study: In the second stage, there is a need to select the source on
which the entire study is based upon. With the help of right selection of the source,
scholar able to conduct the literature review in an authentic manner. Research methods: In the next stage, there is a need to select method that helps to
improve the entire research and this help to improve the results. Data analysis: The findings presented in the entire research help to analyse the overall
result and determine whether the aim and objective have met or not.
Research approach

For the present research, inductive research approach has been adopted which in turn
assist to provide the detailed theoretical aspect of the study. Also, with the help of this approach,
scholar is able to develop a deep understanding pertaining to defined topic so that effective
outcome can be generated. The particular research approach is appropriate as it is the qualitative
study which allows to gather and interpreted the data in relevant form so that meeting the
objective of a having concise results has become possible.
Research strategy
Basically, there are two research strategy in which qualitative study has been used by the
scholar for the current research. The rationale for the same is to determine the theoretical aspect
of the smart virtual assistance so that it helps to improve the result and also meet the defined aim
of the study too. That is why, opting qualitative over quantitative is beneficial to consider the
theoretical aspect. In addition to this, the particular subject matter is theoretical which helps
nitrifying the reliable conducting of actions has been done.
Research methodology and tools
There are two tools which need to be used by the scholar that include primary and
secondary. Secondary data is basically associated with collecting articles, journals and books so
that depth understanding to get proper insights about the highlighted subject matter (Pandey and
Pandey, 2021). In the primary research the emphasis has been executed on having the significant
spreading of questionnaire among 30 employees so that depth understanding regarding the
particular subject matter has been achieved.
Sampling
It is concerned with possessing significant selection of group from the total population so that
reliable collection of views and reviews can be done (Thomas and et.al., 2022). In addition to
this, in the current study the emphasis will be provided on having the views and opinion of
employees in turn accomplishing significant details can become possible. This has been exerted
by paying attention on having the application of simple random technique which allow to gather
the data without any biasness that is ensures that proper attaining of project in reliable manner
can become possible.

Ethical consideration
it is important for the researcher to focus on having effective application of ethical activities so
that attaining reliable insights to derive proper accomplishing of study (Mohajan, 2018). In
addition to this, it can be specified that in the current study the emphasis has been provided on
having reliable execution of taking consent from participants so that effective understanding
regarding the specific subject matter can be achieved. On the basis of this it can be mentioned
that proper inclusion of references for gaining reliable attaining of the subject matter has been
done. This has allowed to meet the research objectives in accurate and precise pattern.
Chapter 3: findings and discussion (data presentation & interpretation)
Questionnaire
1. How much time it been that you are working in organization?
 0 - 1 year
 1-2 year
 2-3 year
 3-4 year
 More than 4years
2. Do you the concept of smart virtual assistants?
 Yes
 No
 Not sure
3. What kind of benefits you receive by using smart virtual assistants?
 Save money
 Inclining business performance
 Eliminating errors & mistakes
 Possessing quality results
 All of the above
4. Do you think that having virtual assistance helps in possessing reliable innovative
digital technology to enhance ability to meet organizational needs?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
5. In which pattern the application of smart virtual assistant’s influence in attaining higher
efficiency inn organizational processes to meet objectives of having new innovative
digital technology?
 Effective communication

 Problem solving approach
 Inclining productivity
 All of the above
6. What kind of relationship is found between the smart virtual assistants and employee
performance?
 Positive
 Highly positive
 Neutral
 Negative
 Highly negative
7. Is there any challenge of smart virtual assistants that is faced by you?
 Connectivity issue
 Difficulty in communication
 Time management
 Others
8. Any recommendations
…………
Findings and interpretation
Theme 1: it’s been 2-3 years that employees are working in the organization
Particular
s
Respondents Respon
ses in
%
0 - 1 year 5 16.67%
1-2 year 5 16.67%
2-3 year 15 50.00%
3-4 year 1 3.33%
More than
4 years
4 13.33%
Total 30 100.00
%

Interpretation: On the basis of the above presented chart it can be specified that employees in
M&S is working for 2-3 years as 15 employees has given focus on it. In addition to this, the
other employees out of the selected sampling size of 30 it can be articulated that 5, 5, 1 and 4
participants has chosen 0-1, 1-2, 3-4 and more than 4 years respectively.
Theme 2: employees are aware of the concept of smart virtual assistants
Particular
s
Respondents Respon
ses in
%
Yes 20 66.67%
No 6 20.00%
Not sure 4 13.33%
Total 30 100.00
%