Publication

Abstract : Virtual assistant is nothing but an independent contractor, who offers administrative services to the clients of a particular organisation while operating outside of the office of the client. Generally, a virtual assistant operates from a home-based office. This virtual assistant application has the ability to access the required planning documents, such as shared calendars. The contemporary retail organisations like e-commerce companies in this competitive global business environment are using virtual assistant to enhance omnichannel experience, 24/7 customer service, order tracking, and product recommendations. Overall, virtual assistant helps the organisations in enhancing social media management activities. This concept of the use of virtual assistant has been significantly emerged after the increase in demands for e-commerce business activities in this decade. Research objectives related to the title of this research are developed and listed. Relevant theories on virtual assistant are applied in the literature review section of this study. The researcher has decided to adopt qualitative research methodology to achieve the objectives of the research. Moreover, the researcher has considered secondary data analysis approach to conduct this research. In terms of findings, it has been identified that virtual assistant has a positive impact on the business operation activities of retail organisations. Authentic secondary sources are considered to collect and analyse the data. Some challenges associated with the utilisation of virtual assistant also have been identified in the findings section. Some valuable recommendations are suggested for the future researchers to overcome those identified associated challenges.