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ChatGPT and service : opportunities, challenges, and research directions
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
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
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
Date
2024
Type
Journal article
Journal
Book
Volume
34
Issue
5
Page Range
726-737
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled
Notes
© Emerald Publishing Limited