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

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

Technology in Society, 2023, vol. 74, issue C

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.

Keywords: Management response; Complaints; Customer reviews; Hospitality; TripAdvisor; ChatGPT; AI; E-WOM (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:74:y:2023:i:c:s0160791x23001380

DOI: 10.1016/j.techsoc.2023.102333

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