understanding the role of business analytics: some applications

Dr Hardeep Chahal is a professor in the Department of Commerce, University of Jammu, India. Her research interests focuses on services marketing with emphasis on consumer satisfaction and loyalty, service quality, brand equity and market orientation. Her work has been published in refereed international journals like Managing Service Quality, International Journal of Healthcare Quality and Assurance, International Journal of Bank Marketing, Journal of Relationship Marketing, Journal of Health Management, Journal of Relationship Marketing, Management Research Review, Total Quality Management and Excellence, Corporate Governance, Global Business Review etc. She has also co-edited books such as Sustainable Competitive Advantage: A Road to Success (Excel India Publishers, New Delhi, 2015), Research Methodology in Commerce and Management (Anmol Publications, New Delhi, 2004), and Strategic Service Management (Excel Books, New Delhi, 2010). She currently serves on the editorial boards of the International Journal of Health Quality and Assurance (Emerald) and Journal of Services Research (IIMT, India). She was a visiting fellow at the University of Loughborough, UK under Commonwealth Fellowship Scheme (British Academy Award) and also at Gandhi Institute of Business and Technology, Jakarta, Indonesia.

Dr. Jeevan Jyoti is Assistant Professor at the Department of Commerce, University of Jammu, India, and has rich experience of teaching and research in business education. Her areas of interest are strategic human resource management, organisation behaviour, and entrepreneurship. She has publications in reputed international refereed journals such as Personnel Review, Cross Cultural Management: An International Journal, International Journal of Management Concepts and Philosophy, International Journal of Educational Management, IIMB Management Review, Total Quality Management and Business Excellence, Metamorphosis: A Journal of Management Research, Vision- Journal of Business perspective, Global Business Review, Sage Open etc. She has to her credit one edited book and seventeen chapters in edited books.

Jochen Wirtz is Vice Dean, Graduate Studies and Professor of Marketing at the NUS Business School, National University of Singapore. Dr Wirtz has published over 200 academic articles, book chapters and industry reports, including 5 features in Harvard Business Review. His over 10 books include Services Marketing: People, Technology, Strategy (World Scientific, 8^th edition, 2016), Essentials in Services Marketing (Pearson Education, 3^rd edition, 2018, and Winning in Service Markets (World Scientific, 2017).