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Power of Language Automation: The Potential for Closing the Loop in Responding to Online Customer Feedback


Katsiuba, Dzmitry; Dolata, Mateusz; Schwabe, Gerhard (2024). Power of Language Automation: The Potential for Closing the Loop in Responding to Online Customer Feedback. In: Hawaii International Conference on System Sciences 2024 (HICSS-57), Honolulu, 3 January 2024 - 6 January 2024. Hawaii International Conference on System Sciences (HICSS), 381-391.

Abstract

Online customer feedback management is playing an increasingly important role for businesses. Quickly providing guests with good responses to their reviews can be challenging, especially as the number of reviews increases. To address these challenges, this paper explores the response process and the potential for AI augmentation in the formulation and quality assurance of responses. As part of a design science research approach, it proposes an orchestration concept for humans and AI in intelligence co-writing in the hospitality industry and a novel NLP-based solution, which combines the advantages of human and AI in one application. The evaluation of the developed artifact shows that it is currently not possible to close the loop and automate the response process completely. This study describes the necessary components and provides transferable design knowledge. It opens possibilities for practical applications of NLP and further IS research.

Abstract

Online customer feedback management is playing an increasingly important role for businesses. Quickly providing guests with good responses to their reviews can be challenging, especially as the number of reviews increases. To address these challenges, this paper explores the response process and the potential for AI augmentation in the formulation and quality assurance of responses. As part of a design science research approach, it proposes an orchestration concept for humans and AI in intelligence co-writing in the hospitality industry and a novel NLP-based solution, which combines the advantages of human and AI in one application. The evaluation of the developed artifact shows that it is currently not possible to close the loop and automate the response process completely. This study describes the necessary components and provides transferable design knowledge. It opens possibilities for practical applications of NLP and further IS research.

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Additional indexing

Item Type:Conference or Workshop Item (Paper), refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Informatics
Dewey Decimal Classification:000 Computer science, knowledge & systems
Uncontrolled Keywords:Online feedback management, Managerial response, Artificial intelligence, Augmentation of work, Human-AI Collaboration
Scope:Discipline-based scholarship (basic research)
Language:English
Event End Date:6 January 2024
Deposited On:01 Feb 2024 10:19
Last Modified:07 May 2024 15:09
Publisher:Hawaii International Conference on System Sciences (HICSS)
Series Name:Proceedings of the Hawaii International Conference on System Sciences
ISSN:2572-6862
ISBN:978-0-9981331-7-1
OA Status:Green
Free access at:Official URL. An embargo period may apply.
Official URL:https://hdl.handle.net/10125/106421
Other Identification Number:merlin-id:24317
  • Content: Published Version
  • Language: English
  • Licence: Creative Commons: Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)