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Houston, we have a problem!: The use of ChatGPT in responding to customer complaints

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  • Koc, Erdogan
  • Hatipoglu, Sercan
  • Kivrak, Oguzhan
  • Celik, Cemal
  • Koc, Kaan

Abstract

This study aims to explore the use of ChatGPT-4 in generating management responses to customer reviews or complaints posted on Tripadvisor. Customer reviews and management responses are viewed as information sources for holidaymakers when they are making their decisions. A negative customer review about a hotel accommodation experience from TripAdvisor together with the response made by hotel management to this review, and the ChatGPT-4 generated management response to the same customer review were evaluated by 40 industry experts based on six dimensions of a service recovery model and three dimensions of justice that are frequently used by researchers. The findings suggest several practical implications mainly that the ChatGPT-4 generated management response satisfies the requirements of an efficient and effective management response. The quality of ChatGPT-4 generated management responses tends to be extremely high and they may be generated within seconds and with little effort. In addition to the several above practical implications, as ChatGPT-4 can measure the severity of service failures based on customer complaints the study has important implications for service failures and recovery literature.

Suggested Citation

  • Koc, Erdogan & Hatipoglu, Sercan & Kivrak, Oguzhan & Celik, Cemal & Koc, Kaan, 2023. "Houston, we have a problem!: The use of ChatGPT in responding to customer complaints," Technology in Society, Elsevier, vol. 74(C).
    • Handle: RePEc:eee:teinso:v:74:y:2023:i:c:s0160791x23001380
    DOI: 10.1016/j.techsoc.2023.102333
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    1. Nayoung Jeong & Jihwan Lee, 2024. "An Aspect-Based Review Analysis Using ChatGPT for the Exploration of Hotel Service Failures," Sustainability, MDPI, vol. 16(4), pages 1-25, February.

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