ChatGPT and service: opportunities, challenges, and research directions

IF 3.9 3区 管理学 Q2 BUSINESS
Marianna Sigala, Keng-Boon Ooi, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Tat-Huei Cham, Yogesh K. Dwivedi, Werner H. Kunz, Kate Letheren, Anubhav Mishra, Rebekah Russell-Bennett, Jochen Wirtz
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引用次数: 0

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.

聊天GPT 和服务:机遇、挑战和研究方向
目的自成立以来,ChatGPT 一直在颠覆性地改变企业在整个价值链中的运营方式。服务行业也不例外。鉴于 ChatGPT 的潜力和重要意义,本文确定了 ChatGPT 在服务管理中具有巨大潜力的五个主要领域,并从机遇、挑战和研究议程等方面进行了讨论:服务营销、客户体验、数字服务、具有成本效益的卓越服务以及道德和企业数字责任。 设计/方法/途径通过采用专家导向的视角方法,本研究利用了 11 位来自服务和信息系统领域的专家的专业知识来预测 ChatGPT 在服务业中的影响。文章全面考察了当前有关 ChatGPT 和服务的文献和实践,并为服务学者和从业人员提出了一个具有前瞻性的研究议程。研究结果作者们认识到,ChatGPT 有可能极大地改变服务产品,丰富客户体验,优化服务成本,并通过改进数字服务为社会优势做出贡献。但是,他们也承认 ChatGPT 可能会对传统服务实践造成破坏,包括可能会失去服务中的人情味、对隐私和安全的挑战,以及在不平等、偏见和滥用 ChatGPT 方面对服务消费者和员工造成的潜在负面影响。通过研究在不同服务领域应用 ChatGPT 的潜力和障碍,体现了其独创性。此外,本研究还提出了深入的研究议程,包括了解 ChatGPT 在客户服务过程中的设计和优化、ChatGPT 在协助服务组织推广负责任服务中的作用以及 ChatGPT 对服务利益相关者的影响,从而为后续研究提供了指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
15.20%
发文量
29
期刊介绍: Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.
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