RESEARCH METHODOLOGY & FRAMEWORK

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 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, personalization and AI-enable customer service on better customer experiences.



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