ChatGPT and service : opportunities, challenges, and research directions
Journal article
Sigala, Marianna, Ooi, Keng-Boon, Tan, Garry Wei-Han, Aw, Eugene Cheng-Xi, Cham, Tat-Huei, Dwivedi, Yogesh K., Kunz, Werner H., Letheren, Kate, Mishra, Anubhav, Russell-Bennett, Rebekah and Wirtz, Jochen. (2024). ChatGPT and service : opportunities, challenges, and research directions. Journal of Service Theory and Practice. 34(5), pp. 726-737. https://doi.org/10.1108/JSTP-11-2023-0292
Authors | Sigala, Marianna, Ooi, Keng-Boon, Tan, Garry Wei-Han, Aw, Eugene Cheng-Xi, Cham, Tat-Huei, Dwivedi, Yogesh K., Kunz, Werner H., Letheren, Kate, Mishra, Anubhav, Russell-Bennett, Rebekah and Wirtz, Jochen |
---|---|
Abstract | Purpose: Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The service sector is no exception from these technological advances. Given its potential and significance, five major areas whereby ChatGPT has great potential in services management are identified and discussed in terms of opportunities, challenges and research agendas: service marketing, customer experience, digital services, cost-effective service excellence, and ethical and corporate digital responsibility. Design/methodology/approach: By adopting an expert-oriented perspective approach, the study leverages the expertise of 11 knowledgeable contributors from the fields of service and information systems to foresee the implications of ChatGPT in services. The article comprehensively examines the current body of literature and practices in ChatGPT and services and proposes a forward-thinking research agenda for service scholars and practitioners. Findings: The contributors recognize that ChatGPT has the potential to transform service offerings significantly, enrich customer experiences, optimize service costs, and contribute to societal advantages through improved digital services. However, they also acknowledge the disruption ChatGPT may cause to traditional service practices, including the potential loss of human touch in services, challenges to privacy and security, and the potential negative outcomes affecting service consumers and employees in terms of inequality, biases, and misuse of ChatGPT. Originality/value: This article introduces a groundbreaking investigation into the use of ChatGPT in services management. The originality is demonstrated by examining the potential and obstacles to applying ChatGPT in different service domains. In addition, this research serves as a guiding light for subsequent studies by suggesting an in-depth research agenda, including understanding the design and optimization of ChatGPT in the customer service journey, the role of ChatGPT in assisting service organizations to promote responsible services, and implications of ChatGPT on service stakeholders. |
Keywords | ChatGPT; Artificial intelligence; Generative AI; Service marketing; Customer experience; Internet and digital services; Ethics; Security |
Year | 01 Jan 2024 |
Journal | Journal of Service Theory and Practice |
Journal citation | 34 (5), pp. 726-737 |
Publisher | Emerald Group Publishing Limited |
ISSN | 2055-6225 |
Digital Object Identifier (DOI) | https://doi.org/10.1108/JSTP-11-2023-0292 |
Web address (URL) | https://www.emerald.com/insight/content/doi/10.1108/JSTP-11-2023-0292/full/html |
Open access | Published as non-open access |
Research or scholarly | Research |
Page range | 726-737 |
Publisher's version | License All rights reserved |
Output status | Published |
Publication dates | |
Online | 19 Jul 2024 |
Publication process dates | |
Accepted | 17 Apr 2024 |
Deposited | 17 Sep 2024 |
Additional information | © Emerald Publishing Limited |
Place of publication | United Kingdom |
https://acuresearchbank.acu.edu.au/item/90y96/chatgpt-and-service-opportunities-challenges-and-research-directions
Download files
Publisher's version
Letheren_2024_ChatGPT_and_service_opportunities_challenges_and.pdf | |
License: All rights reserved |
4
total views5
total downloads0
views this month1
downloads this month