BSpace

The British University in Dubai (BUiD) Digital Repository

Welcome to BSpace, the online institutional repository of the British University in Dubai. BSpace provides access to the Dissertations, Thesis, Research projects, Faculty publications and archives of BUiD.

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Recent Submissions

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    The Integration of AI Into Quality Management in Industries Like Automotive, Healthcare, and Defence
    (The British University in Dubai (BUiD), 2025-06-15) ROBARI, SAUD HASSAN ; Dr Maria Papadaki
    This study investigates the integration of artificial intelligence (AI) into quality management (QM) across the automotive, healthcare, and defence industries. As organisations increasingly seek data-driven solutions to enhance accuracy, efficiency, and regulatory compliance, AI offers transformative potential. The research analyses how AI technologies—such as machine learning, computer vision, and natural language processing—are reshaping quality assurance by enabling predictive and proactive strategies over traditional reactive methods. A mixed-methods approach was adopted, combining quantitative survey data from 100 industry professionals with qualitative insights from six managerial interviews. The survey included ten closed-ended questions, while the interviews were guided by six open-ended prompts exploring the practical impact of AI integration in QM operations. The findings reveal that AI significantly enhances real-time monitoring, defect detection, and predictive maintenance, contributing to improved product quality and operational resilience. Despite its benefits, AI integration poses challenges, including data quality issues, ethical considerations, and infrastructure readiness. These barriers highlight the need for sector-specific frameworks and strategic planning. The study also emphasises the importance of aligning AI systems with existing processes to ensure successful adoption. Overall, this research offers valuable theoretical insights and practical guidance for implementing AI in quality management. It underscores the role of AI in advancing compliance, reducing human error, and fostering continuous improvement in complex, highly regulated industries.
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    Enhancing Heart Rate Variability and Reducing Stress in Education via Biophilic Design Using VR, Smartwatches, and Questionnaires
    (The British University in Dubai (BUiD), 2025-06) ALSAED, FATEN SALEH; Dr Fuad Baba
    This study examines the effect of biophilic interior design on human health and well-being within university learning environments, utilizing immersive Virtual Reality (VR) as a testing platform. A total of 50 participants were exposed to simulated biophilic and non-biophilic interior scenes, during which electrodermal activity (EDA) and heart rate variability (HRV) were measured to assess physiological responses. Psychological feedback was collected through pre- and post-exposure questionnaires. Results showed that 54% of participants exhibited increased EDA and HRV, 14% showed elevated EDA with stable HRV, while 16% experienced lower EDA levels with higher HRV. These patterns suggest that biophilic elements can foster physiological relaxation and emotional balance, markers of reduced stress and increased parasympathetic activation, compared to non-biophilic spaces. Participant feedback supported these findings, with biophilic scenes associated with enhanced perceptions of relaxation, comfort, and attentiveness. Among the biophilic features tested, the spatial layout feature, visually appealing and aesthetically pleasant environment, produced the most favourable outcomes. The findings suggest that biophilic design strategies can effectively mitigate stress and improve user well-being in educational interiors. The study also highlights the utility of VR as a replicable, non-invasive tool for pre-occupancy evaluation of design interventions. These insights build upon limited but emerging research on biophilic design in higher academic settings, supporting additional research for integrating natural elements to improve health and environmental quality, and encouraging wider sample exploration.
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    Assessing the Alignment Between School Leadership Marketing Mix Strategies and Parental Perceptions: A 7 Ps Analysis of Private Schools in Dubai – Case Study
    (The British University in Dubai (BUiD), 2025-03) ABU LUGHOD, RAWAN; Dr Emad Ayyash
    In Dubai’s competitive environment, private schools must implement effective marketing strategies to attract and retain students. Using the 7 Ps marketing mix framework (Product, Price, Place, Promotion, People, Process and Physical Evidence), this study will investigate the alignment between marketing strategies implemented by school leaders and parents’ expectations. Using a mixed-methods approach, qualitative interviews with school marketing officials in addition to parent quantitative surveys were included. Results show that while school leaders’ main marketing tool is digital marketing and brand reputation, parents give teacher quality, curriculum relevance and safe environment top importance. The research emphasises the importance of a comprehensive and holistic marketing plan combining institutional goals with family expectations. Suggestions call for better extracurricular activities, matching promotional initiatives with parental tastes and raising instructor credentials. The results contribute to the body of knowledge on school marketing and offer practical advice for learning environments trying to improve their market orientation.
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    Library Newsletter October 2025
    (2025-10) Library Services & Learning Resources
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    The Role of Social Media Influencers in Electric Vehicle Adoption in the UAE
    (The British University in Dubai (BUiD), 2025-05) MOURAD, AHMED MOHAMED AHMED; Dr Sa’Ed Salhieh
    Despite growing infrastructure and strong governmental support, electric vehicle (EV) adoption in the United Arab Emirates (UAE) remains low. While economic and technical factors have been widely explored, the impact of social, behavioural, and perceptual influences, especially those imposed by social media influencers, remain inadequately addressed. This study investigates how influencers, trust in influencers, and perceived source credibility affect the consumer intention to adopt EVs in the UAE. A conceptual model was developed and tested based on Social Learning Theory (SLT), Trust Transfer Theory (TTT), and Source Credibility Theory (SCT) utilising Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. Data were collected via an online survey of 205 UAE residents. The findings indicate that social media influencers exert a direct positive influence on the intention to adopt electric vehicles (β = 0.244, p < 0.01), with confidence in influencers serving as a major mediator of this relationship (β = 0.401, p < 0.001). However, source credibility does not significantly moderate the effect of trust on the adoption intention (β = 0.029, p = 0.634). The model exhibited moderate predictive accuracy (R² = 0.506, Q² = 0.419) and robust internal reliability. This research enhances understanding of social influence on sustainable consumption both theoretically and practically, providing evidence-based recommendations for marketing strategies and public policies to promote EV adoption in the UAE.