Building Dynamic Service Analytics Capabilities for the Digital Marketplace

Shahriar  Akter; Saradhi  Motamarri; Umme Hani; Riad Shams; Mario  Fernando; Mujahid Mohiuddin Babu; Kathy Shen

doi:10.1016/j.jbusres.2020.06.016

Building Dynamic Service Analytics Capabilities for the Digital Marketplace

Shahriar Akter, Saradhi Motamarri, Umme Hani, Riad Shams, Mario Fernando, Mujahid Mohiuddin Babu, Kathy Shen

School of Marketing and Management

Research output: Contribution to journal › Article › peer-review

79 Citations (Scopus)

502 Downloads (Pure)

Abstract

Service firms are now interacting with customers through a multitude of channels or touchpoints. This progression into the digital realm is leading to an explosion of data, and warranting advanced analytic methods to manage service systems. Known as big data analytics, these methods harness insights to deliver, serve, and enhance the customer experience in the digital marketplace. Although global economies are becoming service-oriented, little attention is paid to the role of analytics in service systems. As such, drawing on a systematic literature review and thematic analysis of 30 in-depth interviews, this study aims to understand the nature of service analytics to identify its capability dimensions. Integrating the diverse areas of research on service systems, big data and dynamic capability theories, we propose a dynamic service analytics capabilities (DSAC) framework consisting of management, technology, talent, data governance, model development, and service innovation capability. We also propose a future research agenda to advance DSAC research for the emerging service systems in the digital marketplace.

Original language	English
Pages (from-to)	177-188
Number of pages	12
Journal	Journal of Business Research
Volume	118
Early online date	2 Jul 2020
DOIs	https://doi.org/10.1016/j.jbusres.2020.06.016
Publication status	Published - Sept 2020

Bibliographical note

NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 118, (2020)
DOI: 10.1016/j.jbusres.2020.06.016

© 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

Funder

University of Wollongong , Faculty of Business Seed Grant (2017)

Keywords

Big data
Customer experience
Dynamic service analytics capabilities (DSAC)
Research agenda
Service systems

ASJC Scopus subject areas

Marketing

Access to Document

10.1016/j.jbusres.2020.06.016

Post-PrintAccepted author manuscript, 564 KBLicence: CC BY-NC-ND

Cite this

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title = "Building Dynamic Service Analytics Capabilities for the Digital Marketplace",

abstract = "Service firms are now interacting with customers through a multitude of channels or touchpoints. This progression into the digital realm is leading to an explosion of data, and warranting advanced analytic methods to manage service systems. Known as big data analytics, these methods harness insights to deliver, serve, and enhance the customer experience in the digital marketplace. Although global economies are becoming service-oriented, little attention is paid to the role of analytics in service systems. As such, drawing on a systematic literature review and thematic analysis of 30 in-depth interviews, this study aims to understand the nature of service analytics to identify its capability dimensions. Integrating the diverse areas of research on service systems, big data and dynamic capability theories, we propose a dynamic service analytics capabilities (DSAC) framework consisting of management, technology, talent, data governance, model development, and service innovation capability. We also propose a future research agenda to advance DSAC research for the emerging service systems in the digital marketplace. ",

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note = "NOTICE: this is the author{\textquoteright}s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 118, (2020) DOI: 10.1016/j.jbusres.2020.06.016 {\textcopyright} 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ ",

year = "2020",

month = sep,

doi = "10.1016/j.jbusres.2020.06.016",

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AU - Mohiuddin Babu, Mujahid

AU - Shen, Kathy

N1 - NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 118, (2020) DOI: 10.1016/j.jbusres.2020.06.016 © 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

PY - 2020/9

Y1 - 2020/9

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Building Dynamic Service Analytics Capabilities for the Digital Marketplace

Abstract

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Mujahid Mohiuddin Babu

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Building Dynamic Service Analytics Capabilities for the Digital Marketplace

Abstract

Bibliographical note

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Keywords

ASJC Scopus subject areas

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Mujahid Mohiuddin Babu

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