Asking AI to come up with research themes based on a few key words [about consumer trust]: for MBA students

Asking AI to come up with research themes based on a few key words [about consumer trust]: for MBA students [information from perplexity.ai]


My question 1: "Please propose 3 research themes for MBA dissertation project study based on the following three key words: consumer trust in Hong Kong, customer experience, and service quality of the Hong Kong retail sector. The research theme should endorse pragmatism."

The reply: "Here are three MBA dissertation research themes that align with your specified keywords — consumer trust in Hong Kong, customer experience, and service quality of the Hong Kong retail sector — while also endorsing a pragmatic research philosophy (i.e., integrating both qualitative and quantitative insights to address real-world managerial implications).

1. Rebuilding Consumer Trust through Service Quality Enhancement in Hong Kong’s Retail Sector

Central Idea:
Investigate how service quality dimensions (reliability, responsiveness, assurance, empathy, and tangibles) influence consumer trust and purchase intentions among Hong Kong shoppers.

Pragmatic Focus:

  • Combines surveys (quantitative) with managerial interviews (qualitative) to assess the effectiveness of specific service quality initiatives.

  • Produces actionable recommendations for trust-building strategies retailers can implement.

Example Research Question:
How do different dimensions of service quality affect consumer trust and repeat patronage in Hong Kong’s retail sector?

2. Integrating Customer Experience Management and Trust-Building Strategies in Hong Kong’s Retail Industry

Central Idea:
Examine how intentionally designed customer experience (CX) elements — such as personalization, store ambiance, and digital touchpoints — shape consumer trust and loyalty behaviors in the Hong Kong retail market.

Pragmatic Focus:

  • Uses a mixed-methods design: customer experience mapping (qualitative) and statistical modeling of trust–loyalty relationships (quantitative).

  • Generates managerial insights to optimize both online and offline touchpoints for improved consumer trust outcomes.

Example Research Question:
What aspects of customer experience most strongly influence consumer trust and retention in Hong Kong’s retail industry?

3. Balancing Digital Convenience and Human Interaction to Strengthen Trust and Service Quality in Hong Kong Retailing

Central Idea:
Explore how digital transformation in retail (e.g., mobile payment, AI chatbots, self-checkouts) affects customers’ perceptions of service quality and trust in physical and online shopping contexts.

Pragmatic Focus:

  • Investigates consumer attitudes empirically through surveys, supplemented with practitioner interviews from retail managers.

  • Provides tactical insights on achieving the right mix of technology and human service for sustaining trust.

Example Research Question:
How does the integration of digital and human service elements affect consumer trust and perceived service quality in Hong Kong’s retail sector?"


My question 2: "Please suggest 5 academic and 5 non-academic references for these three research themes. They should be in Harvard reference format. Also indicate what management theories have been discussed in these references."

The reply: "Academic references provide rigorous empirical studies on consumer trust, customer experience, and service quality in retail contexts, often grounded in Hong Kong-specific data. Non-academic references offer practical industry reports and surveys relevant to these themes. Management theories discussed include SERVQUAL (service quality model), Trust Transfer Theory, and Customer Experience Management (CXM) frameworks.

Academic References

  • Chan, T.Y., Cheung, C.M.K. and Lee, Z.W.Y. (2017) 'The state of online impulse-buying research: a literature analysis', Information & Management, 54(2), pp. 204–217. [Discusses Trust Transfer Theory in online retail trust building.]

  • Greenberg, R., Wong-On-Wing, B. and Lui, G. (2008) 'Culture and consumer trust in online businesses', in Proceedings of the Americas Conference on Information Systems. Hong Kong: Lingnan University. [Explores Hofstede's Cultural Dimensions and interpersonal trust models.]

  • Hung, S.Y., Fang, W.D. and Wang, C.H. (2013) 'An integrative model of consumer trust in internet shopping', International Journal of Electronic Commerce, 17(4), pp. 89–114. [Integrates Perceived Risk Theory and SERVQUAL for trust in e-retail.]

  • Li, E.Y., Guo, X. and Lai, K.H. (2010) 'A trust model for consumer internet shopping', HKMU Scholars Hub, Hong Kong Metropolitan University. [Applies Merchant Trustworthiness and Propensity to Trust theories.]

  • Wu, P.C.S. and Huang, R. (2020) 'Does corporate social responsibility affect consumers’ purchase intention in Hong Kong retailing?', Journal of Economics, Management and Trade, 26(10), pp. 1–15. [Examines Corporate Reputation Theory and CSR's role in trust.]

Non-Academic References

  • Consumer Council (2015) Online retail in Hong Kong: Consumer satisfaction and trust. Hong Kong: Consumer Council. [Cites satisfaction metrics linked to SERVQUAL dimensions.]

  • GS1 Hong Kong and KPMG (2022) Retail recharged: Consumer trends in Hong Kong and GBA. Hong Kong: GS1 Hong Kong. [Discusses Customer Journey Mapping in CXM for post-pandemic trust.]

  • IAB Hong Kong and Meltwater (2024) 2024 consumer insights: Retail trust and digital influence. Hong Kong: IAB Hong Kong. [References Influencer Trust Models and brand reliability.]

  • Hong Kong Productivity Council (2003) E-commerce adoption and consumer confidence survey. Hong Kong: HKPC. [Applies WebTrust Principles for service quality perceptions.]

  • McKinsey & Company (2015) E-commerce in Asia: Hong Kong retail benchmarks. Hong Kong: McKinsey. [Explores Omnichannel CXM and trust in digital-physical integration.]"


My question 3: "Suggest 3 research issues for each of the three research themes proposed above."

The reply: "Research issues identify specific gaps or challenges within each theme, suitable for pragmatic MBA dissertation exploration through mixed methods. These build on the proposed themes by highlighting underexplored tensions in Hong Kong's retail sector, such as post-pandemic shifts and digital integration.

Theme 1: Rebuilding Consumer Trust through Service Quality Enhancement

  • How has the COVID-19 pandemic altered the relative importance of SERVQUAL dimensions (e.g., assurance vs. empathy) in rebuilding consumer trust among younger Hong Kong shoppers?
    ​

  • To what extent do inconsistent service quality experiences across omnichannel touchpoints erode long-term trust in mid-tier Hong Kong retailers?
    ​

  • What role do employee training programs play in mediating the link between service quality perceptions and consumer trust in high-street fashion retail?
    ​

Theme 2: Integrating Customer Experience Management and Trust-Building Strategies

  • How do personalized digital CX elements (e.g., AI recommendations) influence trust differently across demographic segments in Hong Kong's luxury retail market?
    ​

  • In what ways do negative word-of-mouth experiences on social media amplify or mitigate CX-driven trust deficits in everyday grocery retailing?
    ​

  • What measurable impact do seamless CX transitions from online browsing to in-store fulfillment have on repeat purchase trust behaviors?
    ​

Theme 3: Balancing Digital Convenience and Human Interaction

  • How do Hong Kong consumers weigh the trade-offs between digital efficiency (e.g., self-checkouts) and human empathy in forming service quality judgments?
    ​

  • To what degree does over-reliance on chatbots diminish perceived authenticity and trust in service recovery scenarios for electronics retail?
    ​

  • What hybrid service models (digital + human) most effectively sustain trust during peak shopping periods like Chinese New Year in Hong Kong?"







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