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

Fabian Hunke (), Daniel Heinz () and Gerhard Satzger ()
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Fabian Hunke: Institute of Information Systems and Marketing (IISM) and Karlsruhe Service Research Institute (KSRI), Karlsruhe Institute of Technology (KIT)
Daniel Heinz: Institute of Information Systems and Marketing (IISM) and Karlsruhe Service Research Institute (KSRI), Karlsruhe Institute of Technology (KIT)
Gerhard Satzger: Institute of Information Systems and Marketing (IISM) and Karlsruhe Service Research Institute (KSRI), Karlsruhe Institute of Technology (KIT)

Electronic Markets, 2022, vol. 32, issue 2, No 12, 503-521

Abstract: Abstract 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.

Keywords: Analytics-based services; Archetypes; Service portfolio; Cluster analysis; L8; M13; O3 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s12525-021-00506-y

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