KIT | KIT-Bibliothek | Impressum | Datenschutz

Creating customer value from data: foundations and archetypes of analytics-based services

Hunke, Fabian 1; Heinz, Daniel ORCID iD icon 1; Satzger, Gerhard 1
1 Karlsruhe Service Research Institute (KSRI), Karlsruher Institut für Technologie (KIT)

Abstract (englisch):

The digital transformation offers new opportunities for organizations to expand their existing service portfolio in order to achieve competitive advantages. A popular way to create new customer value is the offer of analytics-based services (ABS)—services that apply analytical methods to data to empower customers to make better decisions and to solve complex problems. However, research still lacks to provide a profound conceptualization of this novel service type. Similarly, actionable insights on how to purposefully establish ABS in the market to enrich the service portfolio remain scarce. We perform a cluster analysis of 105 ABS and triangulate it with a revelatory case study to identify four generic ABS archetypes and to unveil their specific service objectives and characteristics. We also isolate essential factors that shape decision-making regarding the choice of adequate archetypes and subsequent transitions between them. The detailed characterization of different ABS types contributes to a more profound theorizing process on ABS as well as provides a systematization for strategic opportunities to enrich service portfolios in practice.

Verlagsausgabe §
DOI: 10.5445/IR/1000139466
Veröffentlicht am 28.10.2021
DOI: 10.1007/s12525-021-00506-y
Zitationen: 8
Web of Science
Zitationen: 6
Zitationen: 9
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Wirtschaftsinformatik und Marketing (IISM)
Karlsruhe Service Research Institute (KSRI)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2022
Sprache Englisch
Identifikator ISSN: 1019-6781, 1422-8890
KITopen-ID: 1000139466
Erschienen in Electronic markets
Verlag Springer
Band 32
Seiten 503–521
Vorab online veröffentlicht am 27.10.2021
Nachgewiesen in Dimensions
Web of Science
KIT – Die Forschungsuniversität in der Helmholtz-Gemeinschaft
KITopen Landing Page