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How Big Data Analytics Enables Service Innovation: Materiality, Affordance, and the Individualization of Service.
Journal
Journal of Management Information Systems : JMIS
ISSN
0742-1222
ISSN-Digital
1557-928X
Type
journal article
Date Issued
2018-05-15
Author(s)
Abstract
This paper reports on an exploratory, multisite case study of four organizations from the insurance, banking, telecommunications, and e-commerce industries that implemented big data analytics (BDA) technologies to provide individualized service to their customers. Grounded in our analysis of these four cases, a theoretical model is developed that explains how the flexible and reprogrammable nature of BDA technologies provides features of sourcing, storage, event recognition and prediction, behavior recognition and prediction, rule-based actions, and visualization that afford (1) service automation and (2) BDA-enabled human-material service practices. The model highlights how material agency (in the case of service automation) and the interplay of human and material agencies (in the case of human-material service practices) enable service individualization, as organizations draw on a service-dominant logic. The paper contributes to the literature on digitally enabled service innovation by highlighting how BDA technologies are generative digital technologies that provide a key organizational resource for service innovation. We discuss implications for research and practice.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Routledge, Taylor & Francis
Publisher place
Abingdon, Oxon
Volume
35
Number
2
Start page
424
End page
460
Subject(s)
Division(s)
Eprints ID
254032