Business Impacts of Data Analytics in the Service Sector: A Systematic Literature Review

Abstract

The service sector is one of the industries that is most affected by digital technology and data analytics. Despite a large body of literature on the effects of various data analytics techniques, a comprehensive review of academic insights into impacts of data analytics in the service sector is missing. The goal of this paper is a systematic literature review of impacts that data analytics techniques exert on the performance of service provision. A sample of 70 scholarly articles has been identified and analyzed. A majority of the analyzed articles addresses data analytics in general, big data analytics techniques, or artificial intelligence, whereas a lower number of studies investigates the impacts of concrete data analytics techniques. The impacts of data analytics can be categorized into factors that relate to customer responses, management and decision-making, and long-term indirect effects on competitiveness and monetary impacts. The findings further show that data analytics based on big data analytics techniques yields different outcomes than analytics approaches that are based on artificial intelligence.