Building Dynamic Service Analytics Capabilities for the Digital Marketplace

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

Research output: Contribution to journalArticlepeer-review

70 Citations (Scopus)
368 Downloads (Pure)


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 languageEnglish
Pages (from-to)177-188
Number of pages12
JournalJournal of Business Research
Early online date2 Jul 2020
Publication statusPublished - 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


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


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

ASJC Scopus subject areas

  • Marketing


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