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Building Dynamic Service Analytics Capabilities For The Digital Marketplace, Shahriar Akter, Saradhi Motamarri, Umme Hani, Riad Shams, Mario Fernando, Mujahid M. Babu, Kathy Shen
Building Dynamic Service Analytics Capabilities For The Digital Marketplace, Shahriar Akter, Saradhi Motamarri, Umme Hani, Riad Shams, Mario Fernando, Mujahid M. Babu, Kathy Shen
Sydney Business School - Papers
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 …