Researchers and Practitioners In the Field of Services Must Prioritize Learning About Their Target
Audience. Customers Are Spending More Time Online, Which Means More Opportunities to Collect Useful
Data About Their Thoughts, Feelings, and Actions. the Availability of Client Data Online Opens Up New
Avenues For the Development of Tailored, High-Caliber Service. Successful Service Businesses Need To
Focus on Customer Understanding, Which Is Why This Area of Study Is So Vital. Retailers, Eateries, Retail
Banks, Healthcare Providers, Government Agencies, Non-Profits, and Telecommunications Corporations
Are Just Few of the Daily Service Providers That Customers Deal With. However, As a Result of Rapid
Developments, Especially In Information Technology, the Context In Which Service Is Offered, Experienced,
And Evaluated Is Shifting. Customers of Modern Service Providers Are Increasingly Engaged Online
Before, During, and After Their Interactions With Those Providers, Generating Vast Troves of Data About
Those Interactions. Much of This Data Is Already Out There, and It Can Be Used to Provide Better, More
Tailored Service. However, One of the Primary Obstacles In Present-Day Service Marketing Research And
Practice Is the Collection and Analysis of Such Massive Data.