ChatGPT and online service recovery: How potential customers react to managerial responses of negative reviews

IF 10.9 1区管理学 Q1 ENVIRONMENTAL STUDIES Tourism Management Pub Date : 2024-09-20 DOI:10.1016/j.tourman.2024.105057

Karen Pei-Sze Tan , Yi Vanessa Liu , Stephen Wayne Litvin

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Abstract

This study investigates the efficacy of generative artificial intelligence in online service recovery; specifically, the use of ChatGPT (vs. human employees) in preparing managerial response(s) (MR or MRs) to online hotel reviews is considered. ChatGPT could be used to generate human-like MRs for online service recovery but this could backfire due to algorithm aversion when an individual discounts algorithm decisions relative to human-made decisions. Data collected via interviews, a modified Turing test and an online experiment provide empirical support for this. Findings reveal that potential customers could not clearly differentiate between the two types of MR and could not clearly identify the ‘better’ of the two. Yet, when informed of the MR source, ChatGPT MRs led to lower affective, cognitive and conative outcomes. Findings also unveiled perceived authenticity and uncanniness as significant parallel mediating pathways in this algorithm aversion. Theoretical and managerial implications are discussed.

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ChatGPT 和在线服务恢复：潜在客户如何应对管理层对负面评论的回应

本研究调查了生成式人工智能在在线服务恢复中的功效；具体而言，研究考虑了使用 ChatGPT（与人类员工相比）来准备对在线酒店评论的管理响应（MR 或 MR）。ChatGPT 可用来生成类似于人类的 MR，用于在线服务恢复，但这可能会适得其反，因为当一个人对算法决策相对于人为决策打折扣时，就会产生算法厌恶。通过访谈、修改后的图灵测试和在线实验收集的数据为此提供了实证支持。研究结果表明，潜在客户无法明确区分两种 MR，也无法明确识别两者中 "更好的"。然而，当被告知磁共振来源时，ChatGPT 磁共振会导致较低的情感、认知和内涵结果。研究结果还揭示了感知真实性和不可知性是这种算法厌恶的重要平行中介途径。本文讨论了理论和管理意义。

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来源期刊

Tourism Management Multiple-

CiteScore

24.10

自引率

7.90%

发文量

190

审稿时长

45 days

期刊介绍： Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.