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.
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