<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The paper is based on a scientific literature analysis and, by examining scientific insights, it focuses on the assumption that Big Data Analytics (BDA) is an alternative used in modern organizations in decision making at e-mass service customization. An overall orientation to BDA application in management processes is presented as a useful construct not only for improving the decision-making procedure but also as a relevant source for strategic planning, process and cost optimization activities as well as for changes in supply chain and risk management. The data was obtained through the scientific literature analysis and systematized theoretical insights of the BDA influence in both possibility and obstacle dimensions to e-mass service customization.</p></abstract>

The paper is based on a scientific literature analysis and, by examining scientific insights, it focuses on the assumption that Big Data Analytics (BDA) is an alternative used in modern organizations in decision making at e-mass service customization. An overall orientation to BDA application in management processes is presented as a useful construct not only for improving the decision-making procedure but also as a relevant source for strategic planning, process and cost optimization activities as well as for changes in supply chain and risk management. The data was obtained through the scientific literature analysis and systematized theoretical insights of the BDA influence in both possibility and obstacle dimensions to e-mass service customization.

Application of Big Data Analytics in Customization of E-mass Service: Main Possibilities and Obstacles

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The paper is based on a scientific literature analysis and, by examining scientific insights, it focuses on the assumption that Big Data Analytics (BDA) is an...

Application of Big Data Analytics in Customization of E-mass Service: Main Possibilities and Obstacles

Published Online: Mar 31, 2020

Page range: 1 - 11

Received: May 25, 2019

Accepted: Dec 10, 2019

DOI: https://doi.org/10.1515/mosr-2019-0009

Keywords
e-mass customization, Big Data, Big Data Analytics (BDA), service management

© 2019 Gedas Baranauskas, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Application of Big Data Analytics in Customization of E-mass Service: Main Possibilities and Obstacles

Published Online: Mar 31, 2020

Page range: 1 - 11

Received: May 25, 2019

Accepted: Dec 10, 2019

DOI: https://doi.org/10.1515/mosr-2019-0009

Keywordse-mass customization, Big Data, Big Data Analytics (BDA), service management

© 2019 Gedas Baranauskas, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
e-mass customization, Big Data, Big Data Analytics (BDA), service management