... services. Findings The resulting midrange theory offers new insights into how using machine learning, AI and big data sets can lead to unethical implications. Centered around 13 ethical challenges, this work outlines how data-driven business models redefine the value network, alter the roles...

.... Hospitality services Big data Multiple stakeholders Value diffusion As consumers, more of our lives are spent in digital environments where our behaviors are recorded in big data sets (Hofacker et al., 2016). Credit cards or other payment systems capture every transaction. Websites capture...

...), and interpersonal actions involving dealing with human interactions (e.g. greeting and counseling) (Apte and Mason, 1995). Thus, a “service” involves one or more of the physical, information, and interpersonal interactions (Karmarkar and Apte, 2007 ; Glushko, 2010). Value-in-use Big data Action research...