Limitless personalisation: the role of Big Data in unveiling service opportunities

The relevance of services is increasing in the world economy, and digital technologies are boosting this process. At the same time, customers are becoming used to receiving services that are closer to their needs and expectations, and Big Data seems to play a key role in the evolution of services. This research aims to link these two trends by studying how Big Data is re-shaping service classification, thereby impacting the variables that have...