The use of ChatGPT in service recovery: Compensating customers

IF 12.5 1区社会学 Q1 SOCIAL ISSUES

Technology in Society Pub Date : 2025-09-17 DOI:10.1016/j.techsoc.2025.103058

Ahu Yazici Ayyildiz (Associate Professor of Marketing) , Tugrul Ayyildiz (Associate Professor of Marketing) , Erdogan Koc (Professor of Services Marketing and Management)

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Abstract

Determining the appropriate compensation for customers is a crucial decision, as it may result in the wasting of resources and further exacerbating customer frustration. Making the right compensation decision requires a great deal of knowledge and expertise about the customers and their service encounters, as well as taking both the customers' and the service business's interests into account. This study investigates the usability of ChatGPT, as a generative AI tool, in identifying the severity of service failures for customers and producing an effective and efficient compensation suggestion accordingly. The two surveys in the study, carried out in two stages with 298 hotel customers and 54 managers from 5-star hotels, established that no single compensation strategy developed by ChatGPT can satisfy most of the customers, and a combination of compensation strategies needs to be used. The study has important theoretical and practical implications both regarding the field of generative AI, in terms of developing business solutions, and for the service recovery and compensation literature.

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ChatGPT在服务恢复中的使用：补偿客户

为客户确定适当的补偿是一个至关重要的决定，因为它可能导致资源的浪费，并进一步加剧客户的挫败感。做出正确的补偿决定需要大量的关于客户和他们的服务遭遇的知识和专业知识，同时考虑到客户和服务业务的利益。本研究调查了ChatGPT作为一种生成式人工智能工具，在为客户识别服务故障的严重程度并相应地产生有效和高效的补偿建议方面的可用性。研究中的两项调查分两个阶段对298名酒店客户和54名五星级酒店的经理进行了调查，结果表明ChatGPT开发的单一薪酬策略不能满足大多数客户，需要使用多种薪酬策略。该研究在生成式人工智能领域、业务解决方案开发以及服务恢复和补偿文献方面都具有重要的理论和实践意义。

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

Technology in Society Multiple-

CiteScore

17.90

自引率

14.10%

发文量

316

审稿时长

60 days

期刊介绍： Technology in Society is a global journal dedicated to fostering discourse at the crossroads of technological change and the social, economic, business, and philosophical transformation of our world. The journal aims to provide scholarly contributions that empower decision-makers to thoughtfully and intentionally navigate the decisions shaping this dynamic landscape. A common thread across these fields is the role of technology in society, influencing economic, political, and cultural dynamics. Scholarly work in Technology in Society delves into the social forces shaping technological decisions and the societal choices regarding technology use. This encompasses scholarly and theoretical approaches (history and philosophy of science and technology, technology forecasting, economic growth, and policy, ethics), applied approaches (business innovation, technology management, legal and engineering), and developmental perspectives (technology transfer, technology assessment, and economic development). Detailed information about the journal's aims and scope on specific topics can be found in Technology in Society Briefings, accessible via our Special Issues and Article Collections.