This book encompasses empirical evidences to understand the application of data analytical techniques in emerging contexts. Varied studies relating to manufacturing and services sectors including healthcare, banking, information technology, power, education sector etc. stresses upon the systematic approach followed in applying the data analytical techniques; and also analyses how these techniques are effective in decision-making in different contexts. Especially, the application of regression modeling, financial modelling, multi-group modeling, cluster analysis, and sentiment analysis will help the readers in understanding critical business scenarios in the best possible way, and which later can help them in arriving at best solution for the business related problems. The individual chapters will help the readers in understanding the role of specific data analytic tools and techniques in resolving business operational issues experienced in manufacturing and service organisations in India and in developing countries.

The book offers a relevant resource that will help readers in the application and interpretation of data analytical statistical practices relating to emerging issues like customer experience, marketing capability, quality of manufactured products, strategic orientation, high-performance human resource policy, employee resilience, financial resources, etc. This book will be of interest to a professional audience that include practitioners, policy makers, NGOs, managers and employees as well as academicians, researchers and students.

About the Author

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).

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