No abstract

Big-data analytics is gaining substantial attention due to its contribution to the process of determining business strategy and providing valuable information for the design and development of service innovation. The principal objective of this research is to study the adoption of big-data analytics for service innovation. The focus will be on leveraging features of data analytics to capture genuine customer's requirements from the communication data through the digital service channel. This study used mixed methods research of documentary research, with supplementary semi-structured interviews. The interviews were conducted with 11 executive managements who have more than ten years of experience in data analytics or service development. The result of the research found that organizations in the services industry are using big data analytics to build capabilities to gain competitive advantages as well as the ability to rapidly and accurately respond to the market's demands. The process of adopting big-data analytics for service innovation described in this article consists of seven essential procedural steps that impact the success of the development of service innovation, and also considered with the objective of increasing effectiveness in opportunity identification and reduce complexity in the fuzzy frond-end service innovation development theory. Soc. Sci. 2020, 9, 29 2 of 17 employment rate. However, Thailand's GDP has a sluggish growth rate compared to those countries with 70-80% development in the service sector. For Thailand, the percentage of the economic value of the service sector is 50% despite 49% of employment rate, which is contributed from traditional service relying on low-skilled labor, less technology process, and domestic market dependence, from Service Production Index SPI 2017.Considering innovation capability by The World Intellectual Property Organization (WIPO), a specialized agency of United Nations (UN), in Global Innovation Index (GII) 2019 from 129 ranking countries, Thailand has been ranked as the 43rd, which takes one step higher (44th) than the 2018 ranking index. This represents the effort of using innovation for country development (Dutta et al. 2018; Global Innovation Index 2019). One of the main factors impacting innovation development is from the rapid improvement of technology and ICT adaptation leading the transformation of customer behaviors and ways of doing business nowadays. Besides, customers play a variety of crucial roles and are able to conduct self-study or contact service providers through the digital channel, which is different from before (Christen 2012). The latest research shows the increasing number of methods and channels for customers to connect to an organization, while numbers of traditional ones continuously decrease (Christen 2012).The service innovation process is out of focus or is being less focused on by most of the Innovation Management in the service sector in Thailand. As a result, systematic new service development methods are not widely appl...

<p class="0abstract">Social media marketing communication has been widely adopted in organizations due to its values of interactivity, integration of communication channels, information collection and immediacy.  Nevertheless, a majority of small and medium enterprises (SMEs) do not realize how to systematically and effectively implement social media marketing communication.  In addition, few studies on application development of social media marketing communication have demonstrated the support for Thai hotel SMEs. This study aims to understand the pain points and expectations of SMEs in the Thai hotel industry, to design and develop an innovative social media marketing communication application for business promotion. The research utilizes design thinking process for application development using semi-structured interviews with 10 industry professionals. Based on results from the data analysis and conceptual prototype design, validated by group of professionals in business, innovation design and technology, the proposed prototype is practical and suitable for developing an innovative application that promotes Thai hotel SMEs’ social media marketing communication.</p>

No abstract

No abstract