abstract: The advent, consolidation and advancement of digital technologies has paved the way for the4th Industrial revolution (also known as Industry 4.0), a digital transformation of business across many industries. Extant research revolving around the 4thIndustrial revolution has focused mostly on the manufacturing sector, largely disregarding the service industries. The goal of this research seminar is to map out extant research on digital transformation in services and narrow down the focus to Big Data (BD) and Big Data Analytics (BDA). BD and BDA will be elucidated as: 1) a methodological tool to gain insights on online consumer behaviors in service industries; 2) a critical component empowering innovation and the capability to enhance Artificial Intelligence enabled services; 3) a relevant driver of service firms’ performance. A few exemplary empirical studies will be illustrated to shed light on the ongoing digitization of services. A research agenda will conclude the seminar.

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