The role of ChatGPT and artificial intelligence in customer management strategy transformation: A systematic literature review

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Abstract

This paper thoroughly analyzes the various roles of ChatGPT as a virtual assistant, social robot, virtual employee, and business instrument, with the specific goal of enhancing customer support, optimizing customer experience (CX), and developing customer relationships (Rane, 2023). The research problem addressed is the need to understand and optimize ChatGPT’s application within customer management (CM) and business strategy frameworks. The purpose of the research is to explore how ChatGPT can improve business operations, particularly in customer interactions and service delivery, to improve CX and relationships. This study conducts a systematic literature review (SLR) analysis of 40 influential articles that explore ChatGPT’s impact on CM and further its impact on business performance. The main findings, supported by (Huang, Ozturk, et al., 2024; Huang, Markovitch, et al., 2024; Malik et al., 2023; Rane, 2023), reveal that ChatGPT significantly enhances customer support, increases CX, especially in less complex service encounters, provides a more personalized experience, and finally enhances customer relationship management (CRM) actions’ effectiveness that boosts customer loyalty. This review study provides valuable insights into the changing dynamics of artificial intelligence (AI)-driven CM and concludes that integrating ChatGPT into business processes can lead to substantial improvements in business objectives through more efficient CM.

Keywords: ChatGPT, AI, Customer Management, Customer Experience, Customer Support, Marketing-Technology Integration

Authors’ individual contribution: Conceptualization — K.S., A.N.G., and D.K.; Methodology — K.S. and A.N.G.; Formal Analysis — K.S. and D.K.; Data Curation — K.S. and D.K.; Writing — Original Draft — K.S. and A.N.G.; Visualization — K.S. and D.K.; Supervision — A.N.G.; Project Administration — K.S.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M10, M15, M30, M31

Received: 20.05.2024
Revised: 26.08.2024; 29.01.2025
Accepted: 14.02.2025
Published online: 19.02.2025

How to cite this paper: Simetgo, K., Giovanis, A. N., & Kallivokas, D. (2025). The role of ChatGPT and artificial intelligence in customer management strategy transformation: A systematic literature review [Special issue]. Corporate & Business Strategy Review, 6(1), 254–275. https://doi.org/10.22495/cbsrv6i1siart3