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
AuthorsSigala, 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.

KeywordsChatGPT; Artificial intelligence; Generative AI; Service marketing; Customer experience; Internet and digital services; Ethics; Security
Year01 Jan 2024
JournalJournal of Service Theory and Practice
Journal citation34 (5), pp. 726-737
PublisherEmerald Group Publishing Limited
ISSN2055-6225
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 accessPublished as non-open access
Research or scholarlyResearch
Page range726-737
Publisher's version
License
All rights reserved
Output statusPublished
Publication dates
Online19 Jul 2024
Publication process dates
Accepted17 Apr 2024
Deposited17 Sep 2024
Additional information

© Emerald Publishing Limited

Place of publicationUnited Kingdom
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