Kumar, V.; Chattaraman, Veena; Neghina, Carmen; Skiera, … - In: Journal of Service Management 24 (2013) 3, pp. 330-352
Purpose – The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and … forward‐looking, with proven linkages to business outcomes. Originality/value – This paper provides a synthesis of data‐driven … services marketing and the value of traditional and contemporary metrics. Since the true potential of data‐driven service …