Cited by 404Service and Product InnovationDigital Innovation in IndustriesBig Data and Business Intelligence

The DOI matches its Crossref record; 58 of the 70 references it cites were found in a registry or an index, and 12 are not checked yet; none of the 23 sources its claims cite is checked for support yet.

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

Open access
Lehrer, Christiane, Wieneke, Alexander, vom Brocke, Jan, Jung, Reinhard, Seidel, Stefan·2018·Journal of Management Information Systems

Abstract

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.

Checked 2026-10-06 · 12 references not checked yet

Overview

AI snapshot

Written from the paper’s full text.

TL;DR

This exploratory multisite case study of four B2C firms (insurance, banking, telecommunications, e-commerce) develops a grounded theoretical model showing how the material features of big data analytics (BDA) afford two distinct types of service innovation: service automation (material agency) and human-material service practices (interplay of human and material agency). Both pathways enable service individualization as organizations interpret BDA in light of a service-dominant logic.

Key findings

  • BDA's flexible, reprogrammable material features — sourcing, storage, event recognition and prediction, behavior recognition and prediction, rule-based actions, and visualization — afford (1) service automation and (2) BDA-enabled human-material service practices.
  • Two types of automation emerged: automated trigger-based service action (e.g., Company A's stream analytics detecting forced entry and automatically triggering an alarm or police call) and automated preference-sensitive service action (e.g., Company B's automatic customization of e-banking content; Company D's automated adjustment of user interfaces and location-aware mobile messages).
  • Two types of human-material practices emerged: trigger-based customer service interaction (e.g., Company A's agents proactively approaching customers after predicted lifetime events like marriage or property purchase) and preference-sensitive customer service interaction (e.g., Company C's frontline employees receiving next-best-action recommendations and customer profiles).
  • Case distribution differed: Companies A and B balanced automation and human-material practices; Company C showed only human-material practices; Company D showed only automation. In automation, BDA provides necessary and sufficient conditions; in human-material practices, only necessary conditions, since the practice results from interpenetration of human and material agencies.

Methods

  • Exploratory, theory-building multisite case study of four B2C organizations in insurance, banking, telecommunications, and e-commerce, sampled from Austria, Germany, and Switzerland using literal replication logic and purposive sampling for diversity in industry, size, and BDA maturity.
  • Primary data: 30 semistructured interviews (six to eight participants per firm) with market and technical experts across functional areas and hierarchical levels, lasting 45–90 minutes, recorded and transcribed verbatim in German; supplemented by public company information (annual reports, press releases) and internal presentations.
  • Analysis: within-case open coding in ATLAS.ti (generating more than 300 descriptive codes), then axial coding organized around materiality and affordances, followed by cross-case analysis; coding done independently by the first and second authors with discussion among coauthors, moving back and forth between data and theory.

Limitations

  • Stated by the paper: qualitative research relies on researchers' interpretation in coding and analysis, so future research should repeat and refine the analysis; the account of potential for service automation and human-material practices is unlikely to be exhaustive given subjective interpretations of IT use in context; the case organizations shared characteristics (ownership, business model, relevance of BDA to service innovation, cultural proximity), so results may not generalize beyond this context; and tech-industry pioneers may put BDA to other uses not captured here.
  • Evident from the text: the model is built from only four firms in four industries within German-speaking Europe, and the emotion-sensitive service processes discussed in the Discussion were only mentioned in interviews and had not been fully implemented in the case organizations.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.1080/07421222.2018.1451953

Cites

58 of 70 references verified0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Verification

Claims the paper makes

39 Own interpretation · 33 Own result · 24 No basis given · 16 Not checked yet · 15 Own method

Verify all 23 references — free account

Show all 70 claims

  • It may state two separate claims as one. 39
  • The quote only partly states this claim. 1
  • Probably not a substantial claim. 25
57 of 57
  • The paper relies on this without support.

    There is a lack of an empirically grounded theoretical understanding that attends to the materiality of BDA and how this materiality enables service innovation.

    “While these examples suggest that BDA provides ample opportunity for service innovation across industries, we lack an empirically grounded theoretical understanding that attends to the materiality of BDA and how this materiality enables service innovation.”
  • The paper relies on this without support.

    Empirical evidence on the impact of BDA on service innovation is scarce.

    “Because empirical evidence on the impact of BDA on service innovation is scarce, we employed an exploratory, multisite case study approach to develop a model that is firmly grounded in the analysis of data.”
  • The paper relies on this without support.

    There is currently no empirically based theoretical model that explains how BDA enables service innovation.

    “Despite the growing literature on BDA, there is currently no empirically based theoretical model that explains how BDA enables service innovation.”
  • The paper relies on this without support.

    The phenomenon of interest has previously not been subject to in-depth empirical investigation.

    “The phenomenon of interest is an emergent phenomenon that has previously not been subject to in-depth empirical investigation, so we sought revelatory cases [Citation8].”
  • The paper relies on this without support.

    Service provision has typically been reactive in nature, requiring customers to approach the firm with a service request.

    “Service provision has typically been reactive in nature, requiring customers to approach the firm with a service request.”
  • The paper relies on this without support.

    The four case organizations are representative enough that innovative affordances observed in them can be generalized across contexts and industries.

    “As our analysis of four cases from different industries suggests, these innovative affordances occur across contexts.”
  • The paper relies on this without support.

    The material features identified at an abstract level are comparable across the different technological platforms used by the case organizations.

    “While one company might use, for instance, Hadoop, as was the case in Company A, another company might use a different technological platform. Still, we were able to identify the material features of those technologies at an abstract level”
7 of 7

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Citations

Cites

Show all 70 references

Research works printed but not linked: 3

  1. Faulkner P., 2011, The social, the material, and the ontology of non-material technological objects
  2. Paré G., 2004, Communications of the Association for Information Systems, 13, 233
  3. Porter M.E., 2015, Harvard Business Review, 97

Cited by

Sorted by citations

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Metadata

Authors
Lehrer, C., Wieneke, A., vom Brocke, J., Jung, R., & Seidel, S.
Affiliations
  • University of Bayreuth (DE)
  • University of St.Gallen (CH)
Venue
Journal of Management Information Systems
Published
2018-04-03
Volume
35
Issue
2
Pages
424-460
ISSN
  • 0742-1222 (ISSN-L)
  • 1557-928X
OpenAlex
W2796850818
Cited by
404
References
70
Citations by year
2026: 28 · 2025: 59 · 2024: 73 · 2023: 48 · 2022: 65 · 2021: 59 · 2020: 48 · 2019: 23 · 2018: 1
FWCI
58.69
Type
journal article
Language
en
Open access
Locations
  • Journal of Management Information Systems (publishedVersion)
  • Alexandria (UniSG) (University of St.Gallen) (acceptedVersion)
  • Alexandria (UniSG) (University of St.Gallen) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Digital Innovation in Industries
  • Social Sciences › Business, Management and Accounting › Management Information Systems › Big Data and Business Intelligence
Keywords
big data analytics, service innovation, affordances, material agency, service automation, service-dominant logic, behavior prediction, insurance, banking sector, telecommunications, e-commerce

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