Thinking Spheres

Greetings, we are students from University of Kuala Lumpur (UniKL) Business School, pursuing Bachelor Degree in Business Administration (Management & Entrepreneurship) program. Our Seminar program has been attentively supervised by our lecturer, Assoc. Prof Dr. Ilham Sentosa Anwar Malik. We are conducting a research for our Seminar (EIB30304) highlighting "The Impact of Artificial Intelligence Adoption for Better Customer Experiences at Sephora". The aim of the study is to investigate the impact of perceived convenience, personalisation, AI-enabled services  with trust as the mediator  in achieving better customers experience with Sephora Malaysia.  The findings will be directly applicable to the context of personal care and beauty in Malaysia, informing future initiatives aimed at enhancing the impacts of artificial intelligence adoption influencing better customer experience within the Malaysian personal care and beauty industry.

ASSOC. PROF DR. ILHAM SENTOSA ANWAR MALIK First and foremost, we extend our heartfelt appreciation to lecturer, Assoc. Prof Dr. Ilham Sentosa Anwar Malik  whose guidance, wisdom, and unwavering support have been invaluable throughout this research journey. His mentorship has not only shaped the direction of this study but has also inspired us to strive for excellence in all aspects of academic and professional endeavors. This research will not be completed without two individuals who had played a good team work and has shown a strong dedication in completing this study research. To the partners of this research committee, Nur Athirah Husna binti Rosli and Nur Atiqah Nabila binti Syauqi has given their commitment, contributions and shown a good collaboration in the execution of various aspects of this research project. The dedication, diligence, and teamwork have significantly enhanced the depth and breadth of this fruitful findings. NUR ATHIRAH HUSNA BINTI ROSLI BBA IN MANAGEMENT A...

The implementation of artificial intelligence (AI) has become known as an uprising force, transforming various elements of business operations. It is also known as human intelligence processes by computers, is able to convert data into strategies that influence appropriate customer behaviour (Haenlein & Kaplan, 2019). the study aims to clarify the particulars of Sephora customers' viewpoints regarding the integration of AI in commercial activities. it seeks to illustrate the ways in which AI interventions improve the quality of Sephora services, customisation, and customer satisfaction levels by highlighting the positive effects of Artificial Intelligence on customer experiences. the research strives to assess the methods via which Artificial Intelligence develops customer loyalty towards strong brands like Sephora. PROBLEM STATEMENT Despite the increasing adoption of AI in retail, there is a lack of empirical research specifically examining its effects in beauty retail setting...

 TRUST-COMMITMENT THEORY For guidance regarding our analysis, we are referring to a well-established theory named the Trust-Commitment Theory (Morgan & Hunt, 1994), that highlights the roles of trust and commitment to a relationship play in the process of developing relationships between buyers and sellers. There are numbers of research indicating that trust is crucial for the acceptance and advancement of AI technology as trust extends beyond technology and brand to encompass the goal and process of adopting AI. Previous studies have shown that trust can alter the relations between different factors in the context of AI use such as service quality and convenience (Siau & Wang, 2018; Ferrario, Loi, & Vigano, 2019). Trust-Commitment Theory (CTT) by Morgan & Hunt, 1994. PROFILE OF AUTHORS   ROB MORGAN, PH.D. Ph.D., Texas Tech University M.B.A., University of Dallas B.S., University of Kansas                  ...

 RESEARCH NATURE Quantitative research method was used. Convenient sampling technique was employed to select respondents. Respondents were individuals who consistently chose Sephora as their preferred beauty brand. Primary data was collected through survey forms using Google Form online software. RESEARCH PARADIGM Quantitative analysis was emphasized. The research paradigm was based on positivism. The focus was on evaluating the impact of artificial intelligence adoption for better customer experiences at Sephora. Surveys and questionnaires were utilized as research methods to ensure specific and accurate data analysis. RESEARCH FRAMEWORK RESEARCH HYPOTHESIS H1. There is a strong and positive relationship between perceived convenience and trust. H2. There is a strong and positive relationship between personalization and trust. H3. There is a strong and positive relationship between AI-enabled customer service and trust. H4. Trust mediates the effects of perceived convenience, perso...

 DESCRIPTIVE ANALYSIS  (DEMOGRAPHIC) RE-SPECIFIED MODEL BOOTSTRAPPING MODEL

 CONCLUSION AI is set to have a significant impact on the retail sector. The study contributes to understanding better customer experiences through AI-enabled services, personalization, and perceived convenience. Customers associated with Sephora receive exceptional customer service. Relationship commitment and trust significantly mediate better customer experiences. RECOMMENDATIONS  Multidisciplinary studies are encouraged to explore additional elements influencing the success of AI-enabled services. Larger sample sizes are recommended for future studies to enhance result generalization. While this study focuses on a single innovative business in the cosmetics sector, future research could explore other merchants and sectors. There's potential for new research to explore the security and ethics of AI technology from the user's perspective, opening up new study opportunities.

 QUESTIONNAIRE (GOOGLE FORM) Questionnaire on Google Form. 

 REFERENCE JOURNAL Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of Artificial Intelligence. Computers in Human Behavior , 114 , 106548. https://doi.org/10.1016/j.chb.2020.106548