Who is making the decisions? How retail managers can use the power of ChatGPT

Q2 Business, Management and Accounting

Journal of Business Strategy Pub Date : 2023-06-05 DOI:10.1108/jbs-04-2023-0067

Anuj Kumar, N. Gupta, Gautam S Bapat

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引用次数: 1

Abstract

Purpose This paper aims to explore ChatGPT’s (generative pre-trained transformers) potential as a tool for retailers to improve customer experience and boost sales. While it provides benefits like personalized recommendations and 24/7 assistance, there are limitations, like difficulty in understanding unconventional language. The paper stresses careful integration to overcome these limitations and create a better customer experience. Additionally, it discusses the potential for further development and integration of ChatGPT in retail, such as generating product descriptions and virtual try-on experiences. Finally, the paper encourages retailers to embrace ChatGPT to meet their customer needs. Design/methodology/approach Case-based methodology involves using specific cases or examples to explore a broader issue or phenomenon. Researchers have analysed real-world cases to identify patterns, themes and insights that can be applied to other contexts or situations. This was useful for understanding complex and multifaceted issues as it allowed us to delve deeper into specific examples and explore the nuances of the situation. Findings While ChatGPT is a powerful tool for retailers, limitations such as difficulty in understanding non-standard accents and unconventional language can arise, causing customer frustration. Retail managers must integrate ChatGPT in a way that enhances customer experience. In the future, ChatGPT has the potential to generate product descriptions, provide virtual try-on experiences and integrate with augmented or virtual reality technology to offer more immersive experiences. Careful consideration and integration can help retailers overcome these limitations and offer personalized recommendations, round-the-clock assistance and an engaging customer experience that improves sales. Originality/value The case topic is very much in a novel stage of research and writing.

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谁在做决定?零售经理如何使用ChatGPT的力量

目的本文旨在探索ChatGPT（生成性预培训变压器）作为零售商改善客户体验和提高销售额的工具的潜力。虽然它提供了个性化推荐和全天候帮助等好处，但也有局限性，比如难以理解非传统语言。本文强调仔细集成以克服这些限制并创造更好的客户体验。此外，它还讨论了ChatGPT在零售业进一步开发和集成的潜力，例如生成产品描述和虚拟试穿体验。最后，该论文鼓励零售商采用ChatGPT来满足他们的客户需求。设计/方法论/方法论基于案例的方法论涉及使用特定的案例或例子来探索更广泛的问题或现象。研究人员分析了真实世界的案例，以确定可以应用于其他背景或情况的模式、主题和见解。这有助于理解复杂和多方面的问题，因为它使我们能够更深入地研究具体的例子并探索情况的细微差别。发现虽然ChatGPT对零售商来说是一个强大的工具，但可能会出现难以理解非标准口音和非传统语言等限制，导致客户沮丧。零售经理必须以增强客户体验的方式集成ChatGPT。未来，ChatGPT有潜力生成产品描述，提供虚拟试穿体验，并与增强或虚拟现实技术集成，以提供更身临其境的体验。仔细考虑和整合可以帮助零售商克服这些限制，并提供个性化的推荐、全天候的帮助和引人入胜的客户体验，从而提高销售额。创意/价值案例主题在很大程度上处于小说研究和写作阶段。

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

Journal of Business Strategy Business, Management and Accounting-Management Information Systems

CiteScore

4.50

自引率

0.00%

发文量

期刊介绍： The Journal of Business Strategy publishes articles with a practical focus designed to help readers develop successful business strategies. Articles should say something new or different and may propose a unique perspective. They should not offer prescriptions to CEOs on how to manage, but rather be directed toward middle and senior managers at companies of all sizes and types, as well as consultants and academics who want to think about their businesses in new ways. Coverage: As one of the few journals dedicated to business strategy, JBS defines strategy in the broadest sense and thus covers topics as diverse as marketing strategy, innovation, developments in the global economy, mergers & acquisition integration and human resources. We have a penchant for substantive, provocative and well-written articles. We also like to break the mould and include articles on topics readers are unlikely to find in other business publications.