IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v81y2024ics0969698924002935.html
   My bibliography  Save this article

Exploring the generative AI adoption in service industry: A mixed-method analysis

Author

Listed:
  • Gupta, Rohit
  • Rathore, Bhawana

Abstract

In the last few years, many service organisations have been exploring the use of Generative Artificial Intelligence (GAI) tools for their businesses and upgrading their existing processes. These tools have the potential and capability to transform the business world in various aspects. However, serval service organisations are facing many challenges while adopting the GAI tools in their organisations. In a similar context, this study explores the adoption of GAI barriers through two studies by a mixed-method approach. The first study is based on YouTube datasets of selected videos where GAI adoption challenges, problems, and barriers were discussed. Further, these YouTube datasets were analysed through text mining and empirical modelling techniques. In the second study, an extensive literature review was done and critical barriers to GAI adoption were identified based on the extensive literature review. Further, these barriers were analysed through three theoretical lenses and a hybrid fuzzy multicriteria decision-making approach. In addition, the results from the first study were further matched and verified with our second study. This establishes the relevance of adopting a mixed-method approach. Our major findings are: (i) trust, anticipation, and surprise emerged as the strongest emotions of the viewers who posted their comments on the YouTube videos; (ii) Five major barriers are revealed through topic analysis of YouTube transcripts and these are ethical, technological, regulations & policies, cost, and human resources; (iii) Six major barriers are identified through second study are privacy & security, return on investment, running cost, misuse, over-reliance, and Lack of digital infrastructure.

Suggested Citation

  • Gupta, Rohit & Rathore, Bhawana, 2024. "Exploring the generative AI adoption in service industry: A mixed-method analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002935
    DOI: 10.1016/j.jretconser.2024.103997
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924002935
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jretconser.2024.103997?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kumar, Anil, 2021. "Analysing the drivers of customer happiness at authorized workshops and improving retention," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Eigenraam, Anniek W. & Eelen, Jiska & van Lin, Arjen & Verlegh, Peeter W.J., 2018. "A Consumer-based Taxonomy of Digital Customer Engagement Practices," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 102-121.
    3. S M Jamil Uddin & Alex Albert & Mahzabin Tamanna & Abdullah Alsharef, 2023. "YouTube as a source of information: early coverage of the COVID-19 pandemic in the context of the construction industry," Construction Management and Economics, Taylor & Francis Journals, vol. 41(5), pages 402-427, May.
    4. Chatterjee, Swagato & Goyal, Divesh & Prakash, Atul & Sharma, Jiwan, 2021. "Exploring healthcare/health-product ecommerce satisfaction: A text mining and machine learning application," Journal of Business Research, Elsevier, vol. 131(C), pages 815-825.
    5. Erik Brynjolfsson & Danielle Li & Lindsey Raymond, 2023. "Generative AI at Work," Papers 2304.11771, arXiv.org, revised Nov 2024.
    6. wael AL-khatib, Ayman, 2023. "Drivers of generative artificial intelligence to fostering exploitative and exploratory innovation: A TOE framework," Technology in Society, Elsevier, vol. 75(C).
    7. Luo, Lijuan & Xu, Meiling & Zheng, Yujie, 2024. "Informative or affective? Exploring the effects of streamers’ topic types on user engagement in live streaming commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Kautish, Pradeep & Siddiqui, Mujahid & Siddiqui, Aaliyah & Sharma, Veenu & Alshibani, Safiya Mukhtar, 2023. "Technology-enabled cure and care: An application of innovation resistance theory to telemedicine apps in an emerging market context," Technological Forecasting and Social Change, Elsevier, vol. 192(C).
    9. Rainer Winkelmann, 2008. "Econometric Analysis of Count Data," Springer Books, Springer, edition 0, number 978-3-540-78389-3, September.
    10. Peng Zhang & Maged N. Kamel Boulos, 2023. "Generative AI in Medicine and Healthcare: Promises, Opportunities and Challenges," Future Internet, MDPI, vol. 15(9), pages 1-15, August.
    11. Sylvaine Castellano & Olga Ivanova & Maâlaoui Adnane & Imen Safraou & Francesco Schiavone, 2013. "Back to the future: adoption and diffusion of innovation in retro-industries," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 16(4), pages 385-404, September.
    12. Catherine E. Tucker, 2015. "The Reach and Persuasiveness of Viral Video Ads," Marketing Science, INFORMS, vol. 34(2), pages 281-296, March.
    13. Singer, Hilal & Özşahin, Şükrü, 2024. "An interval-valued intuitionistic fuzzy analytic hierarchy process model for understanding consumer decision-making in non-wood forest product purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    14. Asadi, Shahla & Nilashi, Mehrbakhsh & Iranmanesh, Mohammad & Hyun, Sunghyup Sean & Rezvani, Azadeh, 2022. "Effect of internet of things on manufacturing performance: A hybrid multi-criteria decision-making and neuro-fuzzy approach," Technovation, Elsevier, vol. 118(C).
    15. Dobele, Angela & Toleman, David & Beverland, Michael, 2005. "Controlled infection! Spreading the brand message through viral marketing," Business Horizons, Elsevier, vol. 48(2), pages 143-149.
    16. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.
    17. De Lima, Felipe Alexandre & Seuring, Stefan, 2023. "A Delphi study examining risk and uncertainty management in circular supply chains," International Journal of Production Economics, Elsevier, vol. 258(C).
    18. Giacomo Migliore & Ralf Wagner & Felipe Schneider Cechella & Francisco Liébana-Cabanillas, 2022. "Antecedents to the Adoption of Mobile Payment in China and Italy: an Integration of UTAUT2 and Innovation Resistance Theory," Information Systems Frontiers, Springer, vol. 24(6), pages 2099-2122, December.
    19. Kaur, Harpreet & Prakash Singh, Surya, 2021. "Multi-stage hybrid model for supplier selection and order allocation considering disruption risks and disruptive technologies," International Journal of Production Economics, Elsevier, vol. 231(C).
    20. Taheri, Babak & Yousaf, Anish & Gannon, Martin & Mishra, Abhishek, 2024. "e-commerce website customer engagement: Delineating the role of UTAUT, vividness, and compulsion," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    21. Kyungmin Park & Stephanie Lee & Shahryar Doosti & Yong Tan, 2023. "Provision of helpful review videos: Effects of video characteristics on perceived helpfulness," Production and Operations Management, Production and Operations Management Society, vol. 32(7), pages 2031-2048, July.
    22. Tseng, Ming-Lang & Bui, Tat-Dat & Lan, Shulin & Lim, Ming K. & Mashud, Abu Hashan Md, 2021. "Smart product service system hierarchical model in banking industry under uncertainties," International Journal of Production Economics, Elsevier, vol. 240(C).
    23. Fosso Wamba, Samuel & Queiroz, Maciel M. & Chiappetta Jabbour, Charbel Jose & Shi, Chunming (Victor), 2023. "Are both generative AI and ChatGPT game changers for 21st-Century operations and supply chain excellence?," International Journal of Production Economics, Elsevier, vol. 265(C).
    24. Arpan Kumar Kar & Shalini Nath Tripathi & Nishtha Malik & Shivam Gupta & Uthayasankar Sivarajah, 2023. "How Does Misinformation and Capricious Opinions Impact the Supply Chain - A Study on the Impacts During the Pandemic," Annals of Operations Research, Springer, vol. 327(2), pages 713-734, August.
    25. Chen, Chia-Chen & Chang, Chin-Hsuan & Hsiao, Kuo-Lun, 2022. "Exploring the factors of using mobile ticketing applications: Perspectives from innovation resistance theory," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    26. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    27. Kumar, Shashank & Raut, Rakesh D. & Agrawal, Nishant & Cheikhrouhou, Naoufel & Sharma, Mahak & Daim, Tugrul, 2022. "Integrated blockchain and internet of things in the food supply chain: Adoption barriers," Technovation, Elsevier, vol. 118(C).
    28. repec:hal:journl:hal-04779123 is not listed on IDEAS
    29. Luong, Van Ha & Tarquini, Annalisa & Anadol, Yaprak & Klaus, Phil & Manthiou, Aikaterini, 2024. "Is digital fashion the future of the metaverse? Insights from YouTube comments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    30. Suominen, Arho & Deschryvere, Matthias & Narayan, Rumy, 2023. "Uncovering value through exploration of barriers - A perspective on intellectual property rights in a national innovation system," Technovation, Elsevier, vol. 123(C).
    31. Nelson-Field, Karen & Riebe, Erica & Newstead, Kellie, 2013. "The emotions that drive viral video," Australasian marketing journal, Elsevier, vol. 21(4), pages 205-211.
    32. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    33. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    34. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Hua, Lian-Lian & Prentice, Catherine & Han, Xiaoyun, 2021. "A netnographical approach to typologizing customer engagement and corporate misconduct," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    6. Schivinski, Bruno, 2021. "Eliciting brand-related social media engagement: A conditional inference tree framework," Journal of Business Research, Elsevier, vol. 130(C), pages 594-602.
    7. Rahman, Mahabubur & Faroque, Anisur R. & Sakka, Georgia & Ahmed, Zafar U., 2022. "The impact of negative customer engagement on market-based assets and financial performance," Journal of Business Research, Elsevier, vol. 138(C), pages 422-435.
    8. Katsifaraki, Georgia D. & Theodosiou, Marios, 2020. "How different (dis)engagement behaviors affect performance within an e-market ecosystem: A longitudinal analysis," Journal of Business Research, Elsevier, vol. 121(C), pages 578-591.
    9. Clark, Moira K. & Lages, Cristiana Raquel & Hollebeek, Linda D., 2020. "Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm," Journal of Business Research, Elsevier, vol. 121(C), pages 549-556.
    10. Itani, Omar S. & El Haddad, Rania & Kalra, Ashish, 2020. "Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    11. Eberhardt, Wiebke & Brüggen, Elisabeth & Post, Thomas & Hoet, Chantal, 2021. "Engagement behavior and financial well-being: The effect of message framing in online pension communication," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 448-471.
    12. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    13. Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
    14. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    15. Behnam, Mohsen & Hollebeek, Linda D. & Clark, Moira K. & Farabi, Reza, 2021. "Exploring customer engagement in the product vs. service context," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    16. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    17. Singh, Akansha & Pathak, Govind Swaroop, 2020. "The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    18. Blasco-Arcas, Lorena & Alexander, Matthew & Sörhammar, David & Jonas, Julia M. & Raithel, Sascha & Chen, Tom, 2020. "Organizing actor Engagement: A platform perspective," Journal of Business Research, Elsevier, vol. 118(C), pages 74-85.
    19. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    20. Zheng, Run & Li, Zhuyuan & Na, Sanggyun, 2022. "How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002935. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.