“…Scholars have emphasised the transformative effect of Big Data through investigating varied aspects of OSCM, such as service operations, manufacturing, supply chains, and logistics. Their findings show that Big Data can detect trends and patterns to better explain customer behaviours and preferences in the case of service operations, such as financial services, banking, transportation, hospitality, information systems, healthcare, and online platforms (Li et al 2016;Boone et al 2018;Cohen 2018;Guha and Kumar 2018;Hung, He, and Shen 2020).…”