Abstract
Services are becoming increasingly digitally enabled and data-driven. Big data, and especially a subset of big data called personal data, is expected to afford new levels of efficiency for service providers and various opportunities for personalization for customers. Healthcare sector specifically can benefit from the use of wide ranging personal data to accommodate for a holistic view of an individual’s overall health. However, few studies have focused on how to capitalize on this increasingly available resource. This study proposes the following research question: how can personal data be used to advance preventive healthcare services? This research contributes to the marketing and service research literature by extending the knowledge on using data to advance service by identifying seven key resources for integrating personal data by specifically addressing resource integration in the preventive healthcare domain.
Published Version
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