ChatGPT-Enabled Digital Services: Transforming Service Delivery and Value Creation
DOI:
https://doi.org/10.62843/jrsr/v.iii.240Keywords:
ChatGPT, Service Marketing, Customer Experience, Digital Services, Ethical Responsibility, Artificial Intelligence, SecurityAbstract
ChatGPT has transformed the way business is conducted across the entire value chain, and these technological advancements are not limited to the service sector. This study examines the possible implications of ChatGPT for services management and develops a forward-thinking research agenda for academicians and practitioners. The paper employs an academic perspective, drawing on the expertise of 23 seasoned practitioners in the service and information systems sectors. It critically evaluates existing literature and practices related to ChatGPT and services management. The findings indicate that ChatGPT has considerable potential in five aspects of services management, including ethical and corporate digital responsibility, service marketing, digital services, customer experience, and cost-effective service excellence. ChatGPT can significantly enhance digital services, improve customer experiences, reduce service costs, and generate broader societal benefits. Nevertheless, its application may interfere with conventional service practices, potentially resulting in reduced personal interaction, privacy and safety concerns, and adverse effects on service consumers and employees due to biases, inequality, and incorrect application of technology. An examination of the opportunities and challenges associated with ChatGPT across different service sectors demonstrates its potential to influence the future of services management. The study provides valuable insights for future research and practical applications by proposing a comprehensive research agenda addressing emerging opportunities and challenges. By examining the potential benefits, limitations, and implications of ChatGPT, the paper contributes to understanding its role in transforming service delivery and management practices. Overall, the study makes a contribution to the literature on digital transformation in the services sector while highlighting the importance of responsible and effective implementation of ChatGPT.
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