Akademik Veri Yönetim Sistemi
Turismo y Sociedad, cilt.37, ss.305-334, 2025 (ESCI, Scopus)
This study examines the effectiveness of ChatGPT-4o in the service recovery processes for service failures in hotel businesses. Study data were collected through semi-structured interviews with hotel businesses and customers. Two different interview forms were created. The first of these interview forms is the Interview-1 coded form for hotel business employees and managers. In Interview-2, the criteria are that the customers have experienced at least one service failure in the past and that they have stayed at the hotel business within the last year. Purposive sampling was applied in both Interview-1 and Interview-2. Within the scope of these criteria, interviews were conducted with 9 hotel business employees (including managers) in Interview-1. In Interview-2, 19 customers were interviewed. The results indicate that ChatGPT-4o could be more effective than human resources in the recovery of service failures and plays a significant role in enhancing customer satisfaction. This study assesses the potential of ChatGPT-4o in service recovery processes and offers innovative solutions to improve service quality and customer satisfaction in the tourism sector.