“…For example, big data have been used to personalize product offerings, prices, and display assortments through the utilization of downstream attributes including geo-localization, demographic information, and the time of day (Cohen 2017 ; Zhan and Tan 2018). Other benefits involve, customization in electronic retailing (Thirumalai and Sinha 2009 ), the use of metadata for enterprise document searches (Schymik et al 2015 ) targeted promotions and campaigns which reduce the costs involved in procurement, the use of service robots in the hotel industry impacting assurance and reliability (Chiang and Trimi, 2020 ), as well as predictive modeling and analytics aiding product and process modeling (Cohen 2017 ; Duan et al 2018 ). These capabilities have prompted service inseparability allowing for downstream entities to actively participate in service production and delivery which can lead to increased customer satisfaction and service productivity (Ahn and Rho 2016 ).…”