... hotel and retail managers to evaluate if ICT facilitates SOSI and if it drives relationship value and stakeholder satisfaction. Findings The results reveal that ICT is a significant catalyst for SOSI in the service sector. Furthermore, empirical evidence was found on how relationship value acts...

...' preferences) and convert them into strategic thinking based on exploration and predictive analysis. Consequently, this research aims to assist hotel managers in making informed decisions, thus improving the overall guest experience and increasing competitiveness. Design/methodology/approach This research...