How Big Data Analytics Enables Service Innovation: Materiality, Affordance, and the Individualization of Service

• 成果类型: Article
• 署名作者: Lehrer, Christiane; Wieneke, Alexander; vom Brocke, Jan; Jung, Reinhard; Seidel, Stefan
• 署名单位: University of St Gallen; University of St Gallen; University of Liechtenstein; University of Liechtenstein; University of Liechtenstein; University of Liechtenstein; University of St Gallen; University of Liechtenstein
• 刊物名称: JOURNAL OF MANAGEMENT INFORMATION SYSTEMS
• ISSN/ISSBN: 0742-1222
• DOI: 10.1080/07421222.2018.1451953
• 发表日期: 2018
• 页码: 424-460
• 关键词: information-systems; GROUNDED THEORY; DOMINANT LOGIC; TECHNOLOGY; PERSPECTIVE; emergence; routines; agenda

摘要

The article 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 article 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.