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 transformationof business across many industries. Extant research revolving around the 4thIndustrial revolution has focused mostly on the manufacturing sector, largelydisregarding the service industries. The goal of this research seminar is tomap out extant research on digital transformation in services and narrow downthe focus to Big Data (BD) and Big Data Analytics (BDA). BD and BDA will beelucidated as: 1) a methodological tool to gain insights on online consumerbehaviors in service industries; 2) a critical component empowering innovationand the capability to enhance Artificial Intelligence enabled services; 3) arelevant driver of service firms’ performance. A few exemplary empiricalstudies will be illustrated to shed light on the ongoing digitization of services.A research agenda will conclude the seminar.

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