Modes of engagement in SSBA: A service dominant logic perspective

Imad Bani-Hani, Olgerta Tona, Sven Carlsson

Research output: Contribution to conferencePaperpeer-review

1 Citation (Scopus)


The main premise of self-service business analytics (SSBA) is to make business users autonomous during data analytics. Driven by this potential, organizations are spending resources to design SSBA environmet to empower business employees and decentralize the analytics capabilities. Yet, little is known about how SSBA is facilitating business employees’ independence, and moreover, the value that is co-created. Based on empirical data from a major Norwegian online marketplace and drawing on service-dominant logic as an analytical framework, we identify three main modes of data engagement in SSBA: no dependency, high dependency, and low dependency. Furthermore, we identify the required business users’ resources in the analytical processes in each mode. We discuss the organizational implications of these findings.

Original languageEnglish
Publication statusPublished - 2019
Externally publishedYes
Event25th Americas Conference on Information Systems, AMCIS 2019 - Cancun, Mexico
Duration: Aug 15 2019Aug 17 2019


Conference25th Americas Conference on Information Systems, AMCIS 2019


  • Interaction
  • Resource integration
  • Self-service business analytics
  • Service dominant logic

ASJC Scopus subject areas

  • Information Systems


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