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The role of chatgpt on customer service in the hospitality industry: An exploratory study of hospitality workers' experiences and perceptions

Author

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  • Pongsakorn Limna

    (Digital Economy Program, Faculty of Economics, Rangsit University, Thailand)

  • Tanpat Kraiwani

    (Digital Economy Program, Faculty of Economics, Rangsit University, Thailand)

Abstract

Purpose – This study explains the impact of ChatGPT, an artificial intelligence (AI) language model, on customer service in the hospitality industry by exploring the experiences and perceptions of hospitality employees who have utilized ChatGPT in their customer interactions. Methodology – A qualitative approach was adopted using in-depth interviews to collect data from a heterogeneous group of 15 individuals consisting of employees, managers, and other stakeholders directly involved in the hospitality industry in Krabi, Thailand. Findings – Integrating ChatGPT into customer service in the hospitality industry has a significant positive impact. It improves employee skills and knowledge, bridges language barriers, provides valuable recommendations, and helps with productivity and workflow management. In conclusion, ChatGPT is a valuable tool for improving customer service in the hospitality industry, ultimately contributing to a better overall guest experience. Originality of the research – Limited research has been conducted on the specific impact of ChatGPT in the hospitality industry, particularly in Krabi, a popular tourist destination in Thailand. This study aims to fill this gap by examining how ChatGPT affects customer service in the hospitality industry of Krabi, Thailand, and shedding light on its impact.

Suggested Citation

  • Pongsakorn Limna & Tanpat Kraiwani, 2023. "The role of chatgpt on customer service in the hospitality industry: An exploratory study of hospitality workers' experiences and perceptions," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 29(4), pages 583-592, December.
    • Handle: RePEc:tho:journl:v:29:y:2023:n:4:p:583-592
    DOI: https://doi.org/10.20867/thm.29.4.9
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    Cited by:

    1. Amin, Muhammad & Khan, Imran & Shamim, Amjad & Ting, Ding Hooi & Jan, Amin & Abbasi, Amir Zaib, 2024. "Employee motivations in shaping customer value co-creation attitude and behavior: Job position as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    More about this item

    Keywords

    ChatGPT; Hospitality Industry; Customer Service; Artificial Intelligence (AI) Technology; Customer Interactions;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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