From Data to Service: Unpacking BDA-Driven Servitization in the MENA Financial Sector

From Data to Service: Unpacking BDA-Driven Servitization in the MENA Financial Sector | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Systematic Review From Data to Service: Unpacking BDA-Driven Servitization in the MENA Financial Sector Mohammad Bteibt, María Ripollés Meliá This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-8465740/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract This review examines how big data analytics (BDA) facilitates servitization within financial institutions in the MENA region operating under dual (corporate–Shari’ah) governance. Through the synthesis of peer-reviewed research, four recurrent barriers are identified—namely, data-related risks, resource intensity, governance gaps, and organizational inertia—and a propositions-based model, tailored explicitly to Islamic banking, is proposed. The findings indicate that all four canonical challenges commonly reported in Western contexts are also present in the MENA region; however, data-related risks, such as privacy, lineage, explainability, and prohibited-sector screening, along with resource-intensity constraints involving talent, infrastructure, and compliance costs, are particularly constraining. This review presents a testable roadmap designed to elevate analysts from mere decision-makers to decision-makers, thereby enabling the conversion of analytics into trustworthy, scalable, and Islamically aligned services. Additionally, it sets a forward-looking agenda for causal identification, artifact evaluation, and cross-country benchmarking within the management analytics community. Big data analytics (BDA) Servitization Islamic banking Shari’ah Data governance Resource intensity Data-related risks Organizational inertia MENA Systematic literature review (SLR) Figures Figure 1 Figure 2 Figure 3 Figure 4 1. Introduction In an age of accelerating digital disruption, regulatory reform, and shifting customer expectations, the question of what kind of organizational innovation the banking industry needs has gained urgency. While dominant approaches emphasize efficiency, automation, and global scalability (Wang et al., 2016 ; Kache & Seuring, 2017 ), recent research has begun to challenge the assumption that digital technologies merely serve as neutral tools for process optimization in banking (George et al., 2014 ; Opresnik & Taisch, 2015 ). Studies suggest that BDA and service-based models can transform organizational logics, enabling customization, predictive capabilities, and new forms of value creation (Zhang et al., 2017 ; Yeh et al., 2025 ). A growing body of scholarship highlights the role of data-driven services in fostering resilience, customer trust, and sustainable competitiveness (Chen et al., 2016 ; Augurio et al., 2018 ; Sun & Oliva, 2025 ). Nevertheless, this work remains fragmented and is primarily rooted in conventional financial institutions (Minaya et al., 2024 ). What is missing is evidence on how these dynamics unfold in regions such as the Middle East and North Africa (MENA), where Islamic banking plays a central role. Islamic banks operate under Shari’ah principles, which prohibit interest (riba) and gambling (maysir), mandate risk-sharing, and require ethical, asset-backed transactions (El-Gamal, 2006 ; Beck et al., 2013 ). Importantly, these principles are not confined to formally Islamic institutions; they are also embedded in the cultural, ethical, and operational practices that shape financial activity across many MENA banks, influencing how institutions, Islamic and conventional alike, conceive of risk, trust, and accountability (El-Gamal, 2006 ; Beck et al., 2013 ). Most MENA publications examine big data analytics in and of itself, often describing tools, use cases, or adoption antecedents. At the same time, relatively few model relationships exist among organizational, technological, and institutional variables (Hamed & Bohari, 2022 ; Khawaldeha et al., 2025 ), and only a limited subset explicitly addresses servitization in the Middle East and North Africa (Neely, 2007 ; Camel et al., 2025 ). The regional evidence base is therefore growing yet uneven across countries and sectors, thematically narrow (skewed toward descriptive analytics and technical pilots), and conceptually fragmented in how BDA is defined and operationalized. This absence not only limits theoretical development but also constrains policymaking and managerial practice in contexts undergoing rapid digitalization. Research on BDA and servitization in Western banking contexts highlights several important challenges: data-related risks, resource intensity, governance gaps, and organizational inertia (Nino et al., 2015 ; Visnjic et al., 2018 ; Kohtamäki et al., 2020 ; Chen et al., 2022 ). Against this backdrop, it becomes essential to investigate whether these challenges, documented mainly in Western contexts, also characterize the MENA banking sector, or whether distinct, context-specific challenges emerge. Recognizing the distinctive normative context of this region is therefore critical for evaluating both the opportunities and the constraints of BDA-servitization initiatives in the region, and it provides a key rationale for the research questions that guide this study. RQ1. To what extent are challenges commonly identified in Western contexts—such as resource intensity, governance gaps, organizational inertia, and data-related risks—also present in the MENA financial sector, or does the regional context give rise to additional or uniquely configured challenges? RQ2. How do Shari’ah compliance requirements and culturally embedded financial practices could shape the nature and perception of BDA-enabled servitization challenges in MENA financial institutions? This project addresses these research questions by conducting a Systematic Literature Review (SLR) (Xiao & Watson, 2019 ; Malawani et al., 2025 ) and formulating a theoretical model that contributes to the intersection of BDA and servitization in financial institutions within the MENA region. Because no prior studies have specifically examined this topic in the financial sector (Arezki & Senbet, 2020 ; Minaya et al., 2024 ; Elouaourti & Ibourk, 2024 ; Nguyen et al., 2025 ), the review draws on a wider set of articles investigating BDA and servitization across other industries in the MENA context. The rationale for this approach is that the challenges identified in these sectors already embed the region's institutional and contextual particularities, making them highly relevant for theorizing the financial domain. To ensure rigor, the SLR adheres to established guidelines that provide a transparent, systematic process for identifying, evaluating, and synthesizing existing studies while minimizing bias (Xiao & Watson, 2019 ; Malawani et al., 2025 ). This study contributes to theory by extending existing research on BDA and servitization in financial institutions through the contextual lens of the Shari’ah-informed MENA banking environment. It provides policymakers with actionable insights to develop supportive frameworks for digital and service transformation. At the societal level, it underscores how ethical principles, fairness, transparency, and risk-sharing, shape financial innovation in MENA, informing global debates on financial inclusion and responsible, data-driven banking. The paper proceeds as follows. Section 2 delineates BDA, its definitions and scope, and the review’s servitization lens. Section 3 details the PRISMA-guided SLR conducted in Scopus (2015–2025), including screening, inclusion/exclusion criteria, and quality appraisal. Section 4 integrates bibliometric mapping with content coding to propose a MENA finance–oriented BDA-servitization framework, assesses regional dynamics and barriers, and delineates gaps (governance/localization, readiness, trust/assurance). Section 5 offers practical guidance for banks and policymakers on aligning BDA-driven servitization with regulatory and ethical standards, and outlines limitations and future research directions for strategic deployment in the region. 2. Theoretical concepts 2.1 Servitization First introduced by Vandermerwe and Rada ( 1988 ), servitization is widely understood as a multifaceted, long-term transformation that extends beyond basic services toward advanced, customized solutions (Kohtamäki et al., 2020 ; Bteibt et al., 2024 ). It refers to the strategic shift from selling standalone products to delivering integrated product–service solutions. This transition involves reconfiguring offerings, processes, and business models to become more customer-centric (Augurio et al., 2018 ). A central framework is the product–service system, where firms move from product-oriented to use-oriented and ultimately result-oriented models (Tukker, 2017; Szász et al., 2017 ; Frank et al., 2019 ). Although the benefits of servitization remain debated, with some studies reporting enhanced growth and profitability (Bustinza et al., 2015 ; Kowalkowski et al., 2017 ) while others identify ambiguous returns (Kamal et al., 2020 ), evidence indicates that services foster loyalty, trust, and long-term relationships (Brax, 2005 ; Neuhüttler et al., 2018). Their tacit and labor-intensive nature also renders them difficult to imitate, thereby creating durable competitive advantages (Guo et al., 2015 ). More broadly, servitization strengthens competitiveness and supports sustainable growth by embedding value within customer relationships (Vandermerwe & Rada, 1988 ; Tukker, 2004 ; Kohtamäki et al., 2020 ). 2.2 Big Data Analytics BDA can be defined as the use of advanced technologies and analytical methods to generate actionable insights from large, fast-moving, diverse, and often uncertain datasets, thereby enabling evidence-based decision-making and new forms of value creation (Mikalef et al., 2018 ; Wanner & Janiesch, 2019 ; Al-Malawani et al.,2023; Bteibt et al., 2024 ). Conceptually, scholars have expanded the traditional concept to include volume, velocity, variety, value, and veracity, highlighting the multidimensional complexities of managing massive, heterogeneous, and uncertain datasets (De Mauro et al., 2016 ; Wang et al., 2018 ; Wanner & Janiesch, 2019 ; Bteibt et al., 2024 ). Volume reflects the magnitude of data, velocity its speed of generation, variety its heterogeneity, value its potential to create benefits, and veracity its reliability and trustworthiness (George et al., 2016 ; Mikalef et al., 2020 ). BDA is widely recognized as a transformative force, offering considerable potential for innovation, customer-centricity, and efficiency (Zhang et al., 2021; Yeh et al., 2025 ). It enables the delivery of personalized offerings, enhances responsiveness to individual needs, improves transparency, and fosters trust through data-driven interactions. In addition, it creates opportunities to strengthen competitiveness, optimize operations, and develop new service-based business models (Augurio et al., 2018 ; Chen et al., 2022 ; Sun & Oliva, 2025 ). Nevertheless, despite these promises (Sharma et al., 2014 ; Mikalef et al., 2019 ), empirical evidence remains mixed, raising important questions about the scalability and long-term impact of BDA—particularly its capacity to reshape servitization in financial institutions (Olaiya et al., 2024 ; Rahardja et al., 2025 ). BDA-enabled servitization requires substantial resources, including digital infrastructure, advanced analytics, and specialized expertise. Fragmented governance and the emergence of complex technologies hinder efficiency, particularly in dynamic institutional settings (Nino et al., 2015 ; Visnjic et al., 2018 ; Kohtamäki et al., 2020 ; Chen et al., 2022 ). Data-intensive service models also heighten the exposure to privacy and security risks, increasing the likelihood of misuse, cybercrime, and regulatory non-compliance where protections are underdeveloped (Manyika et al., 2011 ; Chen et al., 2012 ). Absent tight strategic alignment, these initiatives risk devolving into costly technology projects with limited servitization impact (Maltby, 2011 ). Recent research in servitization further highlights the importance of cultural and relational dynaics, demonstrating that firms embracing customer-centric logics tend to foster stronger relational engagement (Ucenic & Ratiu, 2022 ; Sivula et al., 2022 ). These findings underscore the need to examine how cultural norms, relational practices, and institutional conditions in the MENA region shape the development and effectiveness of BDA-servitization strategies. 3. Systematic Literature Review 3.1 Systematic search strategy across relevant databases A systematic literature review methodology was employed to identify relevant studies, following the PRISMA framework (Page et al., 2021 ) and established guidelines for information systems reviews (Kitchenham, 2004 ; Xiao & Watson, 2019 ) to ensure rigor, transparency, and reproducibility. With the research questions guiding this study being theoretically grounded, contextually relevant, and sufficiently precise, they serve as a robust foundation for the subsequent stages of the review. The complete procedures of identification, screening, and evaluation are documented and illustrated in Fig. 1, ensuring methodological rigor while capturing the contextual specificities of the MENA region. Source: Authors’ elaboration following PRISMA guidelines Figure 1 PRISMA guidelines 3.2 Inclusion and Exclusion Criteria The review extends beyond the banking sector to examine the relationship between BDA and servitization across multiple industries and geographies in the MENA region (Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Palestine, Qatar, Saudi Arabia, Somalia, Sudan, Syria, Tunisia, the United Arab Emirates, and Yemen), to identify key challenges. This broader scope enables a comprehensive analysis that transcends sector-specific boundaries, with insights subsequently contextualized for financial institutions. By comparing sectors such as technology, healthcare, finance, and retail, the study highlights both recurring patterns and sectoral differences in the adoption and impact of BDA-enabled servitization. Search strings combined the primary terms “servitization” and “big data analytics” using Boolean operators to strike a balance between precision and breadth. The search was conducted in Scopus, supplemented by additional keywords such as “big data,” “product–service system”, “Challenges,” and regional identifiers related to the Middle East and North Africa (MENA), applied to article titles, abstracts, and keywords to maximize coverage. After the automated search, a manual review was conducted to remove duplicates and confirm relevance, starting with an initial search that yielded 53,490 studies using the targeted keywords "Challenges AND Servitization OR Product-service system" and "Challenges AND Big data analytics OR Big data". The selection process applied rigorous inclusion and exclusion criteria, restricting the temporal scope to publications between 2015 and 2025 to ensure contemporary relevance, limiting geographical focus to Middle East and North Africa countries, and maintaining quality standards through exclusive consideration of peer-reviewed English-language articles in business, management, accounting, economics, econometrics, and finance disciplines indexed in Scopus, which reduced the corpus to 166 studies. Following manual review processes that eliminated conference proceedings, non-journal publications, studies outside business disciplines, abstracts of limited quality, topically inconsistent research, and duplicate entries, the final analysis corpus comprised 122 studies that met all established criteria and demonstrated sufficient scholarly rigor. This systematic approach addressed the relatively limited research available at the intersection of big data analytics and servitization in the MENA context, providing a methodologically sound foundation for a comprehensive understanding of how big data analytics capabilities can support and enhance service delivery processes in regional financial institutions while identifying critical knowledge gaps that warrant further investigation (see Table 1 ). Table 1 Exclusion and inclusion criteria Criteria Inclusion Exclusion Publication type Journal articles Seminars, workshops, dissertations, books, ongoing research, and non-journal publications. Country/territory MENA region Others regions Indexing source Indexed in Scopus Not indexed in Scopus. Temporal scope Articles published from 2015 to 2025 Articles published before 2015. Language Articles written in English Articles written in other languages Study focus Studies examining big data analytics, servitization, product–service systems, and big data. Studies not related to BDA or servitization are explained in context. Abstract quality Abstracts that clearly present objectives, methods, and findings Abstracts lacking quality, detail, or proper focus Subject area in business, management, and accounting Other areas include computer science and engineering, among others. Duplicates Unique articles included Duplicate records have been removed. Source: Authors’ellaboration 3.3 Quality Assessment The quality assessment process followed PRISMA guidelines, focusing on both the credibility and relevance of the selected studies (Xiao & Watson, 2019 ; Page et al., 2021 ; Malawani et al., 2025 ). Credibility was evaluated by examining methodological rigor, transparency in reporting, and clarity of results. At the same time, relevance was assessed in terms of the contribution of findings to understanding BDA and servitization in organizational contexts. At this stage, duplicate records were removed, yielding a final sample of 122 studies. The included articles were systematically categorized, and key information aligned with the research questions was extracted using a standardized template. This structured and transparent procedure ensured that the review was grounded in high-quality scholarly evidence, thereby strengthening the robustness, reliability, and validity of the synthesis. 4. Data mining and results The results are presented in two stages. First, a bibliometric analysis was conducted to map the volume, distribution, and evolution of publications in this field. This was complemented by a systematic literature review, which synthesizes existing evidence to highlight the scope of current scholarship, the contextual factors influencing adoption, and the key challenges faced by organizations in the MENA region. Finally, the study develops a set of propositions. These propositions offer practical insights into how BDA-enabled servitization can be leveraged to overcome adoption barriers, enhance competitiveness, and align with both regulatory frameworks and Islamic financial principles. 4.1 Bibliometric analysis Bibliometric analysis augments an SLR with a transparent, quantitative layer that maps publication volume, geographic and institutional contributions, and network structures (co-authorship, co-citation, co-word), thereby clarifying a field’s organization, intellectual anchors, and knowledge diffusion (Van Eck & Waltman, 2010 ; Zupic & Čater, 2015 ). In fast-moving, interdisciplinary areas like BDA and servitization, these indicators complement content coding by surfacing latent patterns, emerging fronts, shifting topic salience, and collaboration clusters that may evade manual synthesis (Donthu et al., 2021 ). They also delineate core versus peripheral themes, highlight under-explored intersections, and prioritize research gaps using established open tools and workflows, while strengthening methodological rigor and reproducibility through standardized, auditable procedures and metrics (Broadus, 1987 ; Aria & Cuccurullo, 2017 ). In Fig. 2 , the time series of MENA publications (N = 122) shows an apparent, stepwise acceleration in work on BDA and servitization over the last decade. Output begins from a low level in 2015–2018 (3, 8, 7, 3 papers; total of 21, 17.2%), indicating sporadic activity and early adoption. Production then surges in 2019 (14; 11.5%), declines during the first year of the pandemic in 2020 (7; 5.7%), and recovers in 2021 (8; 6.6%), indicating resilience following the initial disruption. A steady growth starts in 2022 (13; 10.7%) and continues in 2023 (11; 9.0%), before peaking in 2024 (25; 20.5%); 2025 records 23 papers (18.9%), making it the second-highest annual output. The concentration in recent years is notable: 2022–2025 accounts for 72 papers (59.0%), and 2023–2025 alone contributes 59 papers (48.4%), highlighting a clear shift from exploratory studies to more structured, programmatic research. From the baseline year of 2015 (3 papers) to the 2024 peak (25), the trajectory suggests an approximate compound annual growth rate of approximately 27%, despite a temporary dip in 2020. This pattern aligns with increased institutional investment in analytics, broader industry adoption, and the development of local research networks. Overall, the series indicates rapid momentum that is still building, with the slight slowdown after the 2024 peak likely reflecting reporting delays rather than a fundamental decline. Research production is highly concentrated, as seen in Fig. 3 , with Saudi Arabia and the United Arab Emirates each contributing 24 studies (19.7% + 19.7%), and Morocco adding 22 (18.0%). Together, these top three countries account for 57.4% of all MENA output (70/122). Adding Egypt and Jordan (each 10; 8.2%) lifts the top-five share to 73.8% (90/122), while Iraq (7; 5.7%), Tunisia (6; 4.9%), Oman (5; 4.1%), Algeria (4; 3.3%), Qatar (3; 2.5%), Lebanon (3; 2.5%), Kuwait (2; 1.6%), and Bahrain (2; 1.6%) form a long tail. Sub-regionally, the GCC produces 49.2% of MENA studies (60/122, ≈ 2.6% of the global total), North Africa contributes 34.4% (42/122), and the Levant/Iraq provides 16.4% (20/122). A Recent VOSviewer co-word analysis of the Scopus corpus indicates that MENA research on big data analytics is dominated by technology- and operations-oriented themes—e.g., big data, machine learning, AI, IoT, decision-making, digital transformation, and supply chain management—while finance-related terms are marginal and servitization/product–service systems are largely absent. This configuration suggests a nascent, fragmented intersection between BDA and servitization, with limited theoretical integration and scant attention to organizational or regional specificities. The notable paucity of finance-focused work highlights an overlooked opportunity to examine how BDA can facilitate service-based models in MENA banking, where cultural, regulatory, and Shari’ah imperatives influence digital and service transformation. 4.2 Content Analysis of BDA and Servitization in MENA: Identifying Key Organizational Challenges The literature on BDA and servitization in the MENA sector explores the challenges that hinder the adoption and effectiveness of data-driven service models, aiming to identify pathways for successful implementation and enable comparison with findings from other contexts, particularly Western settings Among the 122 studies from the MENA region included in our systematic review, four main challenges often emerge, differing in severity. The most common problem is data-related risks, which are addressed in 56 papers (about 45.9%), as detailed in the Appendix 1, mainly in contexts such as healthcare, smart cities/IoT, telecommunications, and supply chains, where issues such as privacy (Thomas &Leiponen, 2016 ; Tarek et al.,2017; Halaweh & El Massry,2017), cybersecurity (Khan & Ansari, 2019 ; Hasan et al., 2019 ; Alquaifil et al., 2024 ), robustness (Arif et al.,2023; Babar, 2025 ; Rithani et al., 2025 ), and data quality (Al-Shahamani et al., 2025 ; Lahmine & Bennouna, 2025 ; Al-Hunaiti et al., 2025 ) are prominent. As servitization increasingly relies on data-driven services and analytics, concerns related to data misuse, security breaches, and lack of transparency pose serious threats to customer trust and institutional legitimacy. These concerns are particularly pronounced in societies where ethical, cultural, and religious norms significantly shape perceptions of digital practices. The Islamic context in the MENA region emphasizes the importance of individual privacy and protection from harm (Saxena & Ali Said Mansour Al-Tamimi, 2017; Muncey, 2024 ). Ethical concerns may arise from practices such as data monetization or profiling, particularly when there is a lack of clear and transparent justification. In addition, this challenge is further intensified by the uneven enforcement of data protection regulations and the relatively underdeveloped state of cybersecurity infrastructure, leaving organizations more vulnerable to compliance gaps and reputational damage (Khan & Ansari, 2019 ; Hasan et al, 2019 ). Addressing these risks is therefore crucial not only for the success of BDA-enabled servitization but also for meeting broader societal expectations of fairness, accountability, and trust. Many studies suggest technical solutions, such as intrusion detection systems, privacy-preserving architectures, and Spark/NoSQL data pipelines, emphasizing the importance of reliability and trust (Chemmakha et al., 2024 ; Kabou et al., 2025 ). However, customers and stakeholders may remain skeptical of technology-driven services if these are perceived as disconnected from Islamic values, including modesty, justice, and community welfare (Saxena & Ali Said Mansour Al-Tamimi, 2017; Ejjami, 2024 ; Turki, 2025 ). In such settings, safeguards based solely on regulatory compliance may be inadequate, as ethical legitimacy is often a core expectation. Resource intensity features in 52 papers (≈ about 42. 6%)s detailed in the Appendix 2, focusing on capital and operational costs (Diamantoulakis et al., 2015 ; Ibrahim, 2019 ; Ejjami, 2024 ), storage and computation needs (Mahfoud & Nouali-Taboudjemat, 2024 ; El Mhouti et al., 2024 ; Alquaifil, 2024), skills shortages (Bourezgue, 2016 ; Nair, 2019 ; Akter et al., 2024 ), and the necessity for domain data stewardship (Sakr & Elgammal, 2016 ; Sebbar et al., 2022 ; Almaqtari, 2024 ) highlighting that BDA adoption to enhance servitization is investment- heavy and talent- constrained (Ibrahim,2019; Owida et al.,2022; Saad et al.,2023). In the MENA context, resource intensity poses a distinct challenge to servitization, due to both structural constraints and prevailing cultural values. Many institutions operate in resource-constrained environments, where high upfront investments in technology and talent are difficult to justify without clear short-term returns (Karim & Mohamed, 2024 ; Alhawtmeh et al., 2025 ). Moreover, risk aversion, rooted in cultural preferences for stability, predictability, and gradual change, can discourage bold investments in transformative digital initiatives (Abu Ghazaleh & Zabadi, 2020 ; Macca et al., 2025 ). The strong emphasis on trust, community welfare, and ethical stewardship in many MENA societies further amplifies scrutiny over how resources are allocated, particularly in sectors governed by Islamic finance principles. As a result, resource-intensive servitization efforts may face resistance unless they are clearly aligned with both economic value and broader societal benefit. Strategic partnerships can serve as a valuable mechanism for accelerating servitization and building technical capacity (Gupta et al., 2020 ; Akter et al., 2024 ); however, their success depends on alignment with the cultural and ethical values of the MENA region. Collaborating with external firms, such as fintechs, cloud providers, or regtech companies, can introduce essential expertise and infrastructural support (Almaqtari, 2024 ; Ejjami, 2024 ). Yet, if these partners lack awareness of Islamic banking principles or regional sensitivities, there is a risk of cultural misalignment. This may, in turn, undermine institutional legitimacy, especially if the partnership is perceived as compromising core values such as social justice, mutual responsibility, or community trust. To mitigate this, partnerships must be carefully structured to ensure ethical compatibility and shared commitment to local norms and values. Governance gaps have been identified in twenty-four studies (approximately 19.7%), as detailed in Appendix 3, most notably in the areas of auditing. (Faccia et al., 2022 ; Almaqtari, 2024 ; Huang, 2025 ), compliance, standards (Khan & Ansari, 2019 ; Sebbar et al., 2022 ; Ageed et al., 2024), governance, ethics, and regulation (Bagadeem, 2020 ; Mahfoud & Nouali-Taboudjemat, 2024 ; Rithani et al., 2025 ) In BDA-driven servitization, weak governance (unclear policies, slow approvals, fragmented oversight) breaks the data → decision → service chain. Without early regulatory alignment and explicit fairness/transparency safeguards, models stall at pilot and fail to scale into reliable, auditable services—especially in finance (e.g., Almaqtari, 2024 ). This points to two levers: formal co-governance with regulators and embedding Shari’ah-aligned fairness and transparency into service design (Almaqtari, 2024 ). Empirical evidence suggests that big data complicates the acquisition of “sufficient and appropriate” audit evidence, thereby slowing the productization of analytics (Huang,2025). Technical frictions—column-store/NoSQL trade-offs and weak context handling—degrade latency, accuracy, and explainability, while cloud privacy/security risks undermine trust (Khan & Ansari, 2019 ; Mahfoud & Nouali-Taboudjemat, 2024 ; Mouhiha, 2025 ). A concise remedy is to institutionalize compliance-by-design and evidence-by-design: an AI/BDA governance playbook (ownership, quality gates, model-risk, SSB/assurance liaison), audit-ready logging/lineage/explainability, and a hybrid data platform balancing governed columnar stores with NoSQL (Saleh et al., 2023 ; Almaqtari, 2024 ; Alsulami, 2025 ; Huang, 2025 ; Mouhiha, 2025 ). Add privacy-by-design, fairness diagnostics, multi-criteria cloud selection, and permissioned blockchain for high-stakes provenance (Boutkhoum et al., 2016 ; Faccia et al., 2022 ; Turki, 2025 ). Finally, productize around service outcomes (adoption, complaints, trust, and audit issues) to move pilots to production, as seen in Jordanian and Omani banking cases (Saxena & Ali Said Mansour Al-Tamimi, 2017; Al-Hawtmeh & Al-Nimr, 2025). Organizational inertia is rarely studied, with only around 10 papers (about 8.0–8.2%), as shown in Appendix 4. Address culture, change management (Nasereddin, 2024 ; Antony et al., 2023 ), readiness (Bourezgue, 2016 ; Owida et al., 2022 ; Bader et al., 2024 ; Macca et al., 2025 ), or leadership (Halaweh & El Massry, 2017 ; El-Haddadeh et al., 2021 ; Zibarzani et al., 2024 ), yet it materially undermines servitization because moving from product-centric logics to integrated, analytics-enabled service systems requires concurrent shifts in strategy, structures, incentives, capabilities, and governance. Entrenched cultures, path-dependent routines, and short-term leadership focus slow the “insight → service” reconfiguration that servitization demands (Halaweh & El Massry, 2017 ; Juma & Kilani, 2022 ; Owida et al., 2022 ; Antony et al., 2023 ; Nasereddin, 2024 ; Bader et al., 2024 ; Zibarzani et al., 2024 ; Macca et al., 2025 ). In Islamic banking, servitization must embed Shari’ah principles directly into service design—clear disclosures to mitigate gharar, real-asset linkage in Murabaha/Ijarah, and equitable risk sharing—rather than merely adding compliance checks to legacy product workflows. Adoption is often delayed when leadership underemphasizes explicit value alignment, employees lack dual competence in data and AI ethics, and change initiatives sideline the guidance (Owida et al., 2022 ; El-Haddadeh et al., 2021 ). An effective remedy is to link incentives to service outcomes (e.g., user adoption, disclosure comprehension, fewer complaints), establish cross-functional teams anchored in the risk/compliance and Shari’ah governance functions with a prioritized servitization backlog, and deliver practical, joint training with administrative leaders and the SSB on Shari’ah-aligned data stewardship for service implementation across MENA Islamic banks. Pilots should be productized through concise, auditable rules, practices, and reusable templates. At the same time, governance is made “compatible by design”: audit-ready records and lineage, proportionate model-risk controls with appropriate interpretability, and privacy-by-design. Such an operating model strengthens legitimacy and accelerates the safe and scalable deployment of BDA-enabled servitization (Halaweh & El Massry, 2017 ; El-Haddadeh et al., 2021 ; Juma & Kilani, 2022 ; Antony et al., 2023 ; Zibarzani et al., 2024 ; Bader et al., 2024 ). 5. Conclusion: Integrating BDA-Enabled Servitization with Islamic Frameworks In closing, we emphasize the strategic centrality of big data analysis in the MENA region, positioning the data analyst as a decision-maker—not merely a decision-taker—who shapes options, articulates trade-offs, and informs senior management through transparent, explainable, and Shari’ah-aligned analytics. Our review in response to RQ1 indicates that integrating BDA-enabled servitization within Islamic frameworks requires addressing four primary obstacles, also identified in the Western context: data-related risks, resource intensity, governance gaps, and organizational inertia. Notably, no entirely new challenges emerged from the MENA context; instead, the existing challenges take on particular significance due to regional and institutional specificities. Among these, data-related risks and resource intensity are especially salient, as they directly impact feasibility—namely, the lawful and secure use of data— and scalability—namely, the ability to operationalize and sustain servitization initiatives over time. It addresses RQ2 by demonstrating how Shari’ah compliance requirements and culturally embedded practices shape the nature and perception of BDA-enabled servitization challenges in MENA financial institutions, particularly by mitigating certain barriers and highlighting data-related risks and resource intensity as the most significant constraints. This is exemplified by a set of propositions that reflect these context-specific dynamics, each accompanied by a targeted research agenda to guide future inquiry into how ethical, cultural, and institutional factors influence the design, adoption, and governance of BDA-enabled service models in financial institutions. Table 2 presents the set of propositions developed to enhance BDA-servitization models in financial institutions, with particular attention to the challenges specific to the MENA region and the Islamic banking context. Study limitations This review is limited by its Scopus-only, English-language scope (2015–2025) and business-focused filters, which may exclude relevant technical or regional work. The evidence base is still small and uneven, with output concentrated in a few MENA countries and on tech/operations topics, leaving finance–servitization links underexplored. Bibliometric maps rely on author keywords and may overlook concepts discussed in full texts; sectoral inferences from non-financial studies and varied Shari’ah interpretations also limit generalizability. Finally, the rapid advancement of AI, data regulation, and banking practices means that findings can become outdated quickly. Declarations Acknowledgments We thank colleagues and research partners for their constructive feedback on earlier drafts. We are grateful to the institutions that facilitated access to bibliographic data and to the developers of VOSviewer for openly available tools that supported the bibliometric analyses. Any remaining errors are our own. Funding: This research received no specific grant from any funding agency, whether commercial or not-for-profit. Ethical Approval and Consent to Participate: This study did not involve experiments on humans or animals, and no identifiable personal data were collected; therefore, ethical committee approval and informed consent to participate were not required. Data/Materials: Summary data, search strings, and analysis scripts are available from the corresponding author upon reasonable request. Declaration of interest The authors declare no conflicts of interest related to this article. No external funding was received for this work. The authors alone are responsible for the study design, data collection, analysis and interpretation, manuscript preparation, and the decision to submit for publication. References Abu Ghazaleh, M., & Zabadi, A. M. (2020). Promoting a revamped CRM through Internet of Things and Big Data: an AHP-based evaluation. 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(2017). A big data analytics architecture for cleaner manufacturing and maintenance processes of complex products. Journal of cleaner production , 142 , 626–641. https://doi.org/10.1016/j.jclepro.2016.07.123 Zibarzani, M., Abumalloh, R. A., & Nilashi, M. (2024). The Impact of Big Data Adoption on Competitive Advantage in Achieving Sustainable Development Goals: The Moderating Role of Mimetic Pressure. Environment, Development and Sustainability, 1–36. https://doi.org/10.1007/s10668-024-05768-y Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods , 18 (3), 429–472. https://doi.org/10.1177/1094428114562629 Table 2 Table 2 is available in the Supplementary Files section. Additional Declarations No competing interests reported. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-8465740","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Systematic Review","associatedPublications":[],"authors":[{"id":566888047,"identity":"653bef1f-79da-4da0-99cd-f9e52be33c12","order_by":0,"name":"Mohammad 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1","display":"","copyAsset":false,"role":"figure","size":141533,"visible":true,"origin":"","legend":"\u003cp\u003ePRISMA guidelines\u003c/p\u003e\n\u003cp\u003eSource: Authors’ elaboration following PRISMA guidelines\u003c/p\u003e","description":"","filename":"floatimage1.png","url":"https://assets-eu.researchsquare.com/files/rs-8465740/v1/8c46d9f258f3bb3d9503c6b3.png"},{"id":99205830,"identity":"3404b9b6-2f52-4ae5-9e74-bcdc14f651b7","added_by":"auto","created_at":"2025-12-30 06:37:21","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":125802,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eArticles published by year in the MENA countries.\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"floatimage2.png","url":"https://assets-eu.researchsquare.com/files/rs-8465740/v1/32d84c5ba752623d16cc5c35.png"},{"id":99317735,"identity":"3b296d4c-6110-4d0f-85c7-02d9c8d69428","added_by":"auto","created_at":"2025-12-31 16:30:39","extension":"png","order_by":3,"title":"Figure 3","display":"","copyAsset":false,"role":"figure","size":120017,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eArticle published by MENA Country. Source:\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"floatimage3.png","url":"https://assets-eu.researchsquare.com/files/rs-8465740/v1/e9eef552684f0d7d9cfb20d8.png"},{"id":99205835,"identity":"d978c544-132d-480a-9d58-77546cc02c46","added_by":"auto","created_at":"2025-12-30 06:37:21","extension":"png","order_by":4,"title":"Figure 4","display":"","copyAsset":false,"role":"figure","size":203583,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eFigure 3: VOS results (explanation of the keywords obtained through VOS viewer). Source:\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"floatimage4.png","url":"https://assets-eu.researchsquare.com/files/rs-8465740/v1/4de92fe80e954e8762d4cd58.png"},{"id":99323516,"identity":"37c38f70-712d-47d0-a605-c8076874d8db","added_by":"auto","created_at":"2025-12-31 16:45:34","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1470406,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-8465740/v1/46734d5d-7e01-4c82-814b-bc9d6f4c6332.pdf"},{"id":99205827,"identity":"dc10c36c-e1cf-4de7-84e1-16625198e9a0","added_by":"auto","created_at":"2025-12-30 06:37:21","extension":"docx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":18832,"visible":true,"origin":"","legend":"","description":"","filename":"Table2.docx","url":"https://assets-eu.researchsquare.com/files/rs-8465740/v1/d1d6d8e202788ae5b031a2e7.docx"}],"financialInterests":"No competing interests reported.","formattedTitle":"From Data to Service: Unpacking BDA-Driven Servitization in the MENA Financial Sector","fulltext":[{"header":"1. Introduction","content":"\u003cp\u003eIn an age of accelerating digital disruption, regulatory reform, and shifting customer expectations, the question of what kind of organizational innovation the banking industry needs has gained urgency. While dominant approaches emphasize efficiency, automation, and global scalability (Wang et al., \u003cspan citationid=\"CR102\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Kache \u0026amp; Seuring, \u003cspan citationid=\"CR52\" class=\"CitationRef\"\u003e2017\u003c/span\u003e), recent research has begun to challenge the assumption that digital technologies merely serve as neutral tools for process optimization in banking (George et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2014\u003c/span\u003e; Opresnik \u0026amp; Taisch, \u003cspan citationid=\"CR79\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Studies suggest that BDA and service-based models can transform organizational logics, enabling customization, predictive capabilities, and new forms of value creation (Zhang et al., \u003cspan citationid=\"CR108\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Yeh et al., \u003cspan citationid=\"CR106\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). A growing body of scholarship highlights the role of data-driven services in fostering resilience, customer trust, and sustainable competitiveness (Chen et al., \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Augurio et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Sun \u0026amp; Oliva, \u003cspan citationid=\"CR91\" class=\"CitationRef\"\u003e2025\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eNevertheless, this work remains fragmented and is primarily rooted in conventional financial institutions (Minaya et al., \u003cspan citationid=\"CR69\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). What is missing is evidence on how these dynamics unfold in regions such as the Middle East and North Africa (MENA), where Islamic banking plays a central role. Islamic banks operate under Shari\u0026rsquo;ah principles, which prohibit interest (riba) and gambling (maysir), mandate risk-sharing, and require ethical, asset-backed transactions (El-Gamal, \u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2006\u003c/span\u003e; Beck et al., \u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e2013\u003c/span\u003e). Importantly, these principles are not confined to formally Islamic institutions; they are also embedded in the cultural, ethical, and operational practices that shape financial activity across many MENA banks, influencing how institutions, Islamic and conventional alike, conceive of risk, trust, and accountability (El-Gamal, \u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2006\u003c/span\u003e; Beck et al., \u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e2013\u003c/span\u003e). Most MENA publications examine big data analytics in and of itself, often describing tools, use cases, or adoption antecedents. At the same time, relatively few model relationships exist among organizational, technological, and institutional variables (Hamed \u0026amp; Bohari, \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Khawaldeha et al., \u003cspan citationid=\"CR56\" class=\"CitationRef\"\u003e2025\u003c/span\u003e), and only a limited subset explicitly addresses servitization in the Middle East and North Africa (Neely, \u003cspan citationid=\"CR74\" class=\"CitationRef\"\u003e2007\u003c/span\u003e; Camel et al., \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). The regional evidence base is therefore growing yet uneven across countries and sectors, thematically narrow (skewed toward descriptive analytics and technical pilots), and conceptually fragmented in how BDA is defined and operationalized. This absence not only limits theoretical development but also constrains policymaking and managerial practice in contexts undergoing rapid digitalization.\u003c/p\u003e \u003cp\u003eResearch on BDA and servitization in Western banking contexts highlights several important challenges: data-related risks, resource intensity, governance gaps, and organizational inertia (Nino et al., \u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2015\u003c/span\u003e; Visnjic et al., \u003cspan citationid=\"CR101\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Kohtam\u0026auml;ki et al., \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Chen et al., \u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Against this backdrop, it becomes essential to investigate whether these challenges, documented mainly in Western contexts, also characterize the MENA banking sector, or whether distinct, context-specific challenges emerge. Recognizing the distinctive normative context of this region is therefore critical for evaluating both the opportunities and the constraints of BDA-servitization initiatives in the region, and it provides a key rationale for the research questions that guide this study.\u003c/p\u003e \u003cp\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eRQ1. To what extent are challenges commonly identified in Western contexts\u0026mdash;such as resource intensity, governance gaps, organizational inertia, and data-related risks\u0026mdash;also present in the MENA financial sector, or does the regional context give rise to additional or uniquely configured challenges?\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eRQ2. How do Shari\u0026rsquo;ah compliance requirements and culturally embedded financial practices could shape the nature and perception of BDA-enabled servitization challenges in MENA financial institutions?\u003c/p\u003e \u003c/li\u003e \u003c/ul\u003e \u003c/p\u003e \u003cp\u003eThis project addresses these research questions by conducting a Systematic Literature Review (SLR) (Xiao \u0026amp; Watson, \u003cspan citationid=\"CR105\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Malawani et al., \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2025\u003c/span\u003e) and formulating a theoretical model that contributes to the intersection of BDA and servitization in financial institutions within the MENA region. Because no prior studies have specifically examined this topic in the financial sector (Arezki \u0026amp; Senbet, \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Minaya et al., \u003cspan citationid=\"CR69\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Elouaourti \u0026amp; Ibourk, \u003cspan citationid=\"CR40\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Nguyen et al., \u003cspan citationid=\"CR77\" class=\"CitationRef\"\u003e2025\u003c/span\u003e), the review draws on a wider set of articles investigating BDA and servitization across other industries in the MENA context. The rationale for this approach is that the challenges identified in these sectors already embed the region's institutional and contextual particularities, making them highly relevant for theorizing the financial domain. To ensure rigor, the SLR adheres to established guidelines that provide a transparent, systematic process for identifying, evaluating, and synthesizing existing studies while minimizing bias (Xiao \u0026amp; Watson, \u003cspan citationid=\"CR105\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Malawani et al., \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). This study contributes to theory by extending existing research on BDA and servitization in financial institutions through the contextual lens of the Shari\u0026rsquo;ah-informed MENA banking environment. It provides policymakers with actionable insights to develop supportive frameworks for digital and service transformation. At the societal level, it underscores how ethical principles, fairness, transparency, and risk-sharing, shape financial innovation in MENA, informing global debates on financial inclusion and responsible, data-driven banking.\u003c/p\u003e \u003cp\u003eThe paper proceeds as follows. Section 2 delineates BDA, its definitions and scope, and the review\u0026rsquo;s servitization lens. Section 3 details the PRISMA-guided SLR conducted in Scopus (2015\u0026ndash;2025), including screening, inclusion/exclusion criteria, and quality appraisal. Section 4 integrates bibliometric mapping with content coding to propose a MENA finance\u0026ndash;oriented BDA-servitization framework, assesses regional dynamics and barriers, and delineates gaps (governance/localization, readiness, trust/assurance). Section \u003cspan refid=\"Sec12\" class=\"InternalRef\"\u003e5\u003c/span\u003e offers practical guidance for banks and policymakers on aligning BDA-driven servitization with regulatory and ethical standards, and outlines limitations and future research directions for strategic deployment in the region.\u003c/p\u003e"},{"header":"2. Theoretical concepts","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003e2.1 Servitization\u003c/h2\u003e \u003cp\u003eFirst introduced by Vandermerwe and Rada (\u003cspan citationid=\"CR99\" class=\"CitationRef\"\u003e1988\u003c/span\u003e), servitization is widely understood as a multifaceted, long-term transformation that extends beyond basic services toward advanced, customized solutions (Kohtam\u0026auml;ki et al., \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Bteibt et al., \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). It refers to the strategic shift from selling standalone products to delivering integrated product\u0026ndash;service solutions. This transition involves reconfiguring offerings, processes, and business models to become more customer-centric (Augurio et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). A central framework is the product\u0026ndash;service system, where firms move from product-oriented to use-oriented and ultimately result-oriented models (Tukker, 2017; Sz\u0026aacute;sz et al., \u003cspan citationid=\"CR92\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Frank et al., \u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2019\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eAlthough the benefits of servitization remain debated, with some studies reporting enhanced growth and profitability (Bustinza et al., \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2015\u003c/span\u003e; Kowalkowski et al., \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2017\u003c/span\u003e) while others identify ambiguous returns (Kamal et al., \u003cspan citationid=\"CR53\" class=\"CitationRef\"\u003e2020\u003c/span\u003e), evidence indicates that services foster loyalty, trust, and long-term relationships (Brax, \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2005\u003c/span\u003e; Neuh\u0026uuml;ttler et al., 2018). Their tacit and labor-intensive nature also renders them difficult to imitate, thereby creating durable competitive advantages (Guo et al., \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). More broadly, servitization strengthens competitiveness and supports sustainable growth by embedding value within customer relationships (Vandermerwe \u0026amp; Rada, \u003cspan citationid=\"CR99\" class=\"CitationRef\"\u003e1988\u003c/span\u003e; Tukker, \u003cspan citationid=\"CR95\" class=\"CitationRef\"\u003e2004\u003c/span\u003e; Kohtam\u0026auml;ki et al., \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2020\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.2 Big Data Analytics\u003c/h2\u003e \u003cp\u003eBDA can be defined as the use of advanced technologies and analytical methods to generate actionable insights from large, fast-moving, diverse, and often uncertain datasets, thereby enabling evidence-based decision-making and new forms of value creation (Mikalef et al., \u003cspan citationid=\"CR68\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Wanner \u0026amp; Janiesch, \u003cspan citationid=\"CR104\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Al-Malawani et al.,2023; Bteibt et al., \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Conceptually, scholars have expanded the traditional concept to include volume, velocity, variety, value, and veracity, highlighting the multidimensional complexities of managing massive, heterogeneous, and uncertain datasets (De Mauro et al., \u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Wang et al., \u003cspan citationid=\"CR103\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Wanner \u0026amp; Janiesch, \u003cspan citationid=\"CR104\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Bteibt et al., \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Volume reflects the magnitude of data, velocity its speed of generation, variety its heterogeneity, value its potential to create benefits, and veracity its reliability and trustworthiness (George et al., \u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Mikalef et al., \u003cspan citationid=\"CR67\" class=\"CitationRef\"\u003e2020\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eBDA is widely recognized as a transformative force, offering considerable potential for innovation, customer-centricity, and efficiency (Zhang et al., 2021; Yeh et al., \u003cspan citationid=\"CR106\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). It enables the delivery of personalized offerings, enhances responsiveness to individual needs, improves transparency, and fosters trust through data-driven interactions. In addition, it creates opportunities to strengthen competitiveness, optimize operations, and develop new service-based business models (Augurio et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Chen et al., \u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Sun \u0026amp; Oliva, \u003cspan citationid=\"CR91\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Nevertheless, despite these promises (Sharma et al., \u003cspan citationid=\"CR89\" class=\"CitationRef\"\u003e2014\u003c/span\u003e; Mikalef et al., \u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2019\u003c/span\u003e), empirical evidence remains mixed, raising important questions about the scalability and long-term impact of BDA\u0026mdash;particularly its capacity to reshape servitization in financial institutions (Olaiya et al., \u003cspan citationid=\"CR78\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Rahardja et al., \u003cspan citationid=\"CR82\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). BDA-enabled servitization requires substantial resources, including digital infrastructure, advanced analytics, and specialized expertise. Fragmented governance and the emergence of complex technologies hinder efficiency, particularly in dynamic institutional settings (Nino et al., \u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2015\u003c/span\u003e; Visnjic et al., \u003cspan citationid=\"CR101\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Kohtam\u0026auml;ki et al., \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Chen et al., \u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Data-intensive service models also heighten the exposure to privacy and security risks, increasing the likelihood of misuse, cybercrime, and regulatory non-compliance where protections are underdeveloped (Manyika et al., \u003cspan citationid=\"CR65\" class=\"CitationRef\"\u003e2011\u003c/span\u003e; Chen et al., \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). Absent tight strategic alignment, these initiatives risk devolving into costly technology projects with limited servitization impact (Maltby, \u003cspan citationid=\"CR63\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). Recent research in servitization further highlights the importance of cultural and relational dynaics, demonstrating that firms embracing customer-centric logics tend to foster stronger relational engagement (Ucenic \u0026amp; Ratiu, \u003cspan citationid=\"CR98\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Sivula et al., \u003cspan citationid=\"CR90\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). These findings underscore the need to examine how cultural norms, relational practices, and institutional conditions in the MENA region shape the development and effectiveness of BDA-servitization strategies.\u003c/p\u003e \u003c/div\u003e"},{"header":"3. Systematic Literature Review","content":"\u003cdiv id=\"Sec6\" class=\"Section2\"\u003e \u003ch2\u003e3.1 Systematic search strategy across relevant databases\u003c/h2\u003e \u003cp\u003eA systematic literature review methodology was employed to identify relevant studies, following the PRISMA framework (Page et al., \u003cspan citationid=\"CR81\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) and established guidelines for information systems reviews (Kitchenham, \u003cspan citationid=\"CR57\" class=\"CitationRef\"\u003e2004\u003c/span\u003e; Xiao \u0026amp; Watson, \u003cspan citationid=\"CR105\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) to ensure rigor, transparency, and reproducibility. With the research questions guiding this study being theoretically grounded, contextually relevant, and sufficiently precise, they serve as a robust foundation for the subsequent stages of the review. The complete procedures of identification, screening, and evaluation are documented and illustrated in Fig.\u0026nbsp;1, ensuring methodological rigor while capturing the contextual specificities of the MENA region.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003eSource: Authors\u0026rsquo; elaboration following PRISMA guidelines\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eFigure 1\u003c/strong\u003e \u003cp\u003ePRISMA guidelines\u003c/p\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec7\" class=\"Section2\"\u003e \u003ch2\u003e3.2 Inclusion and Exclusion Criteria\u003c/h2\u003e \u003cp\u003eThe review extends beyond the banking sector to examine the relationship between BDA and servitization across multiple industries and geographies in the MENA region (Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Palestine, Qatar, Saudi Arabia, Somalia, Sudan, Syria, Tunisia, the United Arab Emirates, and Yemen), to identify key challenges. This broader scope enables a comprehensive analysis that transcends sector-specific boundaries, with insights subsequently contextualized for financial institutions. By comparing sectors such as technology, healthcare, finance, and retail, the study highlights both recurring patterns and sectoral differences in the adoption and impact of BDA-enabled servitization. Search strings combined the primary terms \u0026ldquo;servitization\u0026rdquo; and \u0026ldquo;big data analytics\u0026rdquo; using Boolean operators to strike a balance between precision and breadth. The search was conducted in Scopus, supplemented by additional keywords such as \u0026ldquo;big data,\u0026rdquo; \u0026ldquo;product\u0026ndash;service system\u0026rdquo;, \u0026ldquo;Challenges,\u0026rdquo; and regional identifiers related to the Middle East and North Africa (MENA), applied to article titles, abstracts, and keywords to maximize coverage. After the automated search, a manual review was conducted to remove duplicates and confirm relevance, starting with an initial search that yielded 53,490 studies using the targeted keywords \"Challenges AND Servitization OR Product-service system\" and \"Challenges AND Big data analytics OR Big data\". The selection process applied rigorous inclusion and exclusion criteria, restricting the temporal scope to publications between 2015 and 2025 to ensure contemporary relevance, limiting geographical focus to Middle East and North Africa countries, and maintaining quality standards through exclusive consideration of peer-reviewed English-language articles in business, management, accounting, economics, econometrics, and finance disciplines indexed in Scopus, which reduced the corpus to 166 studies. Following manual review processes that eliminated conference proceedings, non-journal publications, studies outside business disciplines, abstracts of limited quality, topically inconsistent research, and duplicate entries, the final analysis corpus comprised 122 studies that met all established criteria and demonstrated sufficient scholarly rigor. This systematic approach addressed the relatively limited research available at the intersection of big data analytics and servitization in the MENA context, providing a methodologically sound foundation for a comprehensive understanding of how big data analytics capabilities can support and enhance service delivery processes in regional financial institutions while identifying critical knowledge gaps that warrant further investigation (see Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eExclusion and inclusion criteria\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCriteria\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInclusion\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eExclusion\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePublication type\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eJournal articles\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSeminars, workshops, dissertations, books, ongoing research, and non-journal publications.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCountry/territory\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMENA region\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eOthers regions\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIndexing source\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIndexed in Scopus\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNot indexed in Scopus.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTemporal scope\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eArticles published from 2015 to 2025\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eArticles published before 2015.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eLanguage\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eArticles written in English\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eArticles written in other languages\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eStudy focus\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eStudies examining big data analytics, servitization, product\u0026ndash;service systems, and big data.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eStudies not related to BDA or servitization are explained in context.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAbstract quality\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAbstracts that clearly present objectives, methods, and findings\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAbstracts lacking quality, detail, or proper focus\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSubject area\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ein business, management, and accounting\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eOther areas include computer science and engineering, among others.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDuplicates\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eUnique articles included\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDuplicate records have been removed.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"3\"\u003eSource: Authors\u0026rsquo;ellaboration\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec8\" class=\"Section2\"\u003e \u003ch2\u003e3.3 Quality Assessment\u003c/h2\u003e \u003cp\u003eThe quality assessment process followed PRISMA guidelines, focusing on both the credibility and relevance of the selected studies (Xiao \u0026amp; Watson, \u003cspan citationid=\"CR105\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Page et al., \u003cspan citationid=\"CR81\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Malawani et al., \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Credibility was evaluated by examining methodological rigor, transparency in reporting, and clarity of results. At the same time, relevance was assessed in terms of the contribution of findings to understanding BDA and servitization in organizational contexts. At this stage, duplicate records were removed, yielding a final sample of 122 studies. The included articles were systematically categorized, and key information aligned with the research questions was extracted using a standardized template. This structured and transparent procedure ensured that the review was grounded in high-quality scholarly evidence, thereby strengthening the robustness, reliability, and validity of the synthesis.\u003c/p\u003e \u003c/div\u003e"},{"header":"4. Data mining and results","content":"\u003cp\u003eThe results are presented in two stages. First, a bibliometric analysis was conducted to map the volume, distribution, and evolution of publications in this field. This was complemented by a systematic literature review, which synthesizes existing evidence to highlight the scope of current scholarship, the contextual factors influencing adoption, and the key challenges faced by organizations in the MENA region. Finally, the study develops a set of propositions. These propositions offer practical insights into how BDA-enabled servitization can be leveraged to overcome adoption barriers, enhance competitiveness, and align with both regulatory frameworks and Islamic financial principles.\u003c/p\u003e \u003cdiv id=\"Sec10\" class=\"Section2\"\u003e \u003ch2\u003e4.1 Bibliometric analysis\u003c/h2\u003e \u003cp\u003e \u003cdiv class=\"BlockQuote\"\u003e \u003cp\u003eBibliometric analysis augments an SLR with a transparent, quantitative layer that maps publication volume, geographic and institutional contributions, and network structures (co-authorship, co-citation, co-word), thereby clarifying a field\u0026rsquo;s organization, intellectual anchors, and knowledge diffusion (Van Eck \u0026amp; Waltman, \u003cspan citationid=\"CR100\" class=\"CitationRef\"\u003e2010\u003c/span\u003e; Zupic \u0026amp; Čater, \u003cspan citationid=\"CR110\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). In fast-moving, interdisciplinary areas like BDA and servitization, these indicators complement content coding by surfacing latent patterns, emerging fronts, shifting topic salience, and collaboration clusters that may evade manual synthesis (Donthu et al., \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). They also delineate core versus peripheral themes, highlight under-explored intersections, and prioritize research gaps using established open tools and workflows, while strengthening methodological rigor and reproducibility through standardized, auditable procedures and metrics (Broadus, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e1987\u003c/span\u003e; Aria \u0026amp; Cuccurullo, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2017\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eIn Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e2\u003c/span\u003e, the time series of MENA publications (N\u0026thinsp;=\u0026thinsp;122) shows an apparent, stepwise acceleration in work on BDA and servitization over the last decade. Output begins from a low level in 2015\u0026ndash;2018 (3, 8, 7, 3 papers; total of 21, 17.2%), indicating sporadic activity and early adoption. Production then surges in 2019 (14; 11.5%), declines during the first year of the pandemic in 2020 (7; 5.7%), and recovers in 2021 (8; 6.6%), indicating resilience following the initial disruption. A steady growth starts in 2022 (13; 10.7%) and continues in 2023 (11; 9.0%), before peaking in 2024 (25; 20.5%); 2025 records 23 papers (18.9%), making it the second-highest annual output. The concentration in recent years is notable: 2022\u0026ndash;2025 accounts for 72 papers (59.0%), and 2023\u0026ndash;2025 alone contributes 59 papers (48.4%), highlighting a clear shift from exploratory studies to more structured, programmatic research. From the baseline year of 2015 (3 papers) to the 2024 peak (25), the trajectory suggests an approximate compound annual growth rate of approximately 27%, despite a temporary dip in 2020. This pattern aligns with increased institutional investment in analytics, broader industry adoption, and the development of local research networks. Overall, the series indicates rapid momentum that is still building, with the slight slowdown after the 2024 peak likely reflecting reporting delays rather than a fundamental decline.\u003c/p\u003e \u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"BlockQuote\"\u003e \u003cp\u003eResearch production is highly concentrated, as seen in Fig.\u0026nbsp;\u003cspan refid=\"Fig3\" class=\"InternalRef\"\u003e3\u003c/span\u003e, with Saudi Arabia and the United Arab Emirates each contributing 24 studies (19.7% + 19.7%), and Morocco adding 22 (18.0%). Together, these top three countries account for 57.4% of all MENA output (70/122). Adding Egypt and Jordan (each 10; 8.2%) lifts the top-five share to 73.8% (90/122), while Iraq (7; 5.7%), Tunisia (6; 4.9%), Oman (5; 4.1%), Algeria (4; 3.3%), Qatar (3; 2.5%), Lebanon (3; 2.5%), Kuwait (2; 1.6%), and Bahrain (2; 1.6%) form a long tail. Sub-regionally, the GCC produces 49.2% of MENA studies (60/122, \u0026asymp;\u0026thinsp;2.6% of the global total), North Africa contributes 34.4% (42/122), and the Levant/Iraq provides 16.4% (20/122).\u003c/p\u003e \u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"BlockQuote\"\u003e \u003cp\u003eA Recent VOSviewer co-word analysis of the Scopus corpus indicates that MENA research on big data analytics is dominated by technology- and operations-oriented themes\u0026mdash;e.g., big data, machine learning, AI, IoT, decision-making, digital transformation, and supply chain management\u0026mdash;while finance-related terms are marginal and servitization/product\u0026ndash;service systems are largely absent. This configuration suggests a nascent, fragmented intersection between BDA and servitization, with limited theoretical integration and scant attention to organizational or regional specificities. The notable paucity of finance-focused work highlights an overlooked opportunity to examine how BDA can facilitate service-based models in MENA banking, where cultural, regulatory, and Shari\u0026rsquo;ah imperatives influence digital and service transformation.\u003c/p\u003e \u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec11\" class=\"Section2\"\u003e \u003ch2\u003e\u003cb\u003e4.2 Content Analysis of BDA and Servitization in MENA: Identifying Key Organizational Challenges\u003c/b\u003e\u003c/h2\u003e \u003cp\u003eThe literature on BDA and servitization in the MENA sector explores the challenges that hinder the adoption and effectiveness of data-driven service models, aiming to identify pathways for successful implementation and enable comparison with findings from other contexts, particularly Western settings\u003c/p\u003e \u003cp\u003eAmong the 122 studies from the MENA region included in our systematic review, four main challenges often emerge, differing in severity. The most common problem is data-related risks, which are addressed in 56 papers (about 45.9%), as detailed in the Appendix 1, mainly in contexts such as healthcare, smart cities/IoT, telecommunications, and supply chains, where issues such as privacy (Thomas \u0026amp;Leiponen, \u003cspan citationid=\"CR94\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Tarek et al.,2017; Halaweh \u0026amp; El Massry,2017), cybersecurity (Khan \u0026amp; Ansari, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Hasan et al., \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Alquaifil et al., \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2024\u003c/span\u003e), robustness (Arif et al.,2023; Babar, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Rithani et al., \u003cspan citationid=\"CR83\" class=\"CitationRef\"\u003e2025\u003c/span\u003e), and data quality (Al-Shahamani et al., \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Lahmine \u0026amp; Bennouna, \u003cspan citationid=\"CR60\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Al-Hunaiti et al., \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2025\u003c/span\u003e) are prominent. As servitization increasingly relies on data-driven services and analytics, concerns related to data misuse, security breaches, and lack of transparency pose serious threats to customer trust and institutional legitimacy. These concerns are particularly pronounced in societies where ethical, cultural, and religious norms significantly shape perceptions of digital practices. The Islamic context in the MENA region emphasizes the importance of individual privacy and protection from harm (Saxena \u0026amp; Ali Said Mansour Al-Tamimi, 2017; Muncey, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Ethical concerns may arise from practices such as data monetization or profiling, particularly when there is a lack of clear and transparent justification. In addition, this challenge is further intensified by the uneven enforcement of data protection regulations and the relatively underdeveloped state of cybersecurity infrastructure, leaving organizations more vulnerable to compliance gaps and reputational damage (Khan \u0026amp; Ansari, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Hasan et al, \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Addressing these risks is therefore crucial not only for the success of BDA-enabled servitization but also for meeting broader societal expectations of fairness, accountability, and trust. Many studies suggest technical solutions, such as intrusion detection systems, privacy-preserving architectures, and Spark/NoSQL data pipelines, emphasizing the importance of reliability and trust (Chemmakha et al., \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Kabou et al., \u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). However, customers and stakeholders may remain skeptical of technology-driven services if these are perceived as disconnected from Islamic values, including modesty, justice, and community welfare (Saxena \u0026amp; Ali Said Mansour Al-Tamimi, 2017; Ejjami, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Turki, \u003cspan citationid=\"CR97\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). In such settings, safeguards based solely on regulatory compliance may be inadequate, as ethical legitimacy is often a core expectation.\u003c/p\u003e \u003cp\u003eResource intensity features in 52 papers (\u0026asymp;\u0026thinsp;about 42. 6%)s detailed in the Appendix 2, focusing on capital and operational costs (Diamantoulakis et al., \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2015\u003c/span\u003e; Ibrahim, \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Ejjami, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2024\u003c/span\u003e), storage and computation needs (Mahfoud \u0026amp; Nouali-Taboudjemat, \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; El Mhouti et al., \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Alquaifil, 2024), skills shortages (Bourezgue, \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Nair, \u003cspan citationid=\"CR73\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Akter et al., \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2024\u003c/span\u003e), and the necessity for domain data stewardship (Sakr \u0026amp; Elgammal, \u003cspan citationid=\"CR85\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Sebbar et al., \u003cspan citationid=\"CR88\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Almaqtari, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e) highlighting that BDA adoption to enhance servitization is investment- heavy and talent- constrained (Ibrahim,2019; Owida et al.,2022; Saad et al.,2023). In the MENA context, resource intensity poses a distinct challenge to servitization, due to both structural constraints and prevailing cultural values. Many institutions operate in resource-constrained environments, where high upfront investments in technology and talent are difficult to justify without clear short-term returns (Karim \u0026amp; Mohamed, \u003cspan citationid=\"CR54\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Alhawtmeh et al., \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Moreover, risk aversion, rooted in cultural preferences for stability, predictability, and gradual change, can discourage bold investments in transformative digital initiatives (Abu Ghazaleh \u0026amp; Zabadi, \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Macca et al., \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). The strong emphasis on trust, community welfare, and ethical stewardship in many MENA societies further amplifies scrutiny over how resources are allocated, particularly in sectors governed by Islamic finance principles. As a result, resource-intensive servitization efforts may face resistance unless they are clearly aligned with both economic value and broader societal benefit. Strategic partnerships can serve as a valuable mechanism for accelerating servitization and building technical capacity (Gupta et al., \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Akter et al., \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2024\u003c/span\u003e); however, their success depends on alignment with the cultural and ethical values of the MENA region. Collaborating with external firms, such as fintechs, cloud providers, or regtech companies, can introduce essential expertise and infrastructural support (Almaqtari, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Ejjami, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Yet, if these partners lack awareness of Islamic banking principles or regional sensitivities, there is a risk of cultural misalignment. This may, in turn, undermine institutional legitimacy, especially if the partnership is perceived as compromising core values such as social justice, mutual responsibility, or community trust. To mitigate this, partnerships must be carefully structured to ensure ethical compatibility and shared commitment to local norms and values.\u003c/p\u003e \u003cp\u003eGovernance gaps have been identified in twenty-four studies (approximately 19.7%), as detailed in Appendix 3, most notably in the areas of auditing. (Faccia et al., \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Almaqtari, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Huang, \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2025\u003c/span\u003e), compliance, standards (Khan \u0026amp; Ansari, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Sebbar et al., \u003cspan citationid=\"CR88\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Ageed et al., 2024), governance, ethics, and regulation (Bagadeem, \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Mahfoud \u0026amp; Nouali-Taboudjemat, \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Rithani et al., \u003cspan citationid=\"CR83\" class=\"CitationRef\"\u003e2025\u003c/span\u003e) In BDA-driven servitization, weak governance (unclear policies, slow approvals, fragmented oversight) breaks the data \u0026rarr; decision \u0026rarr; service chain. Without early regulatory alignment and explicit fairness/transparency safeguards, models stall at pilot and fail to scale into reliable, auditable services\u0026mdash;especially in finance (e.g., Almaqtari, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). This points to two levers: formal co-governance with regulators and embedding Shari\u0026rsquo;ah-aligned fairness and transparency into service design (Almaqtari, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Empirical evidence suggests that big data complicates the acquisition of \u0026ldquo;sufficient and appropriate\u0026rdquo; audit evidence, thereby slowing the productization of analytics (Huang,2025). Technical frictions\u0026mdash;column-store/NoSQL trade-offs and weak context handling\u0026mdash;degrade latency, accuracy, and explainability, while cloud privacy/security risks undermine trust (Khan \u0026amp; Ansari, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Mahfoud \u0026amp; Nouali-Taboudjemat, \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Mouhiha, \u003cspan citationid=\"CR70\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). A concise remedy is to institutionalize compliance-by-design and evidence-by-design: an AI/BDA governance playbook (ownership, quality gates, model-risk, SSB/assurance liaison), audit-ready logging/lineage/explainability, and a hybrid data platform balancing governed columnar stores with NoSQL (Saleh et al., \u003cspan citationid=\"CR86\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Almaqtari, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Alsulami, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Huang, \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2025\u003c/span\u003e; Mouhiha, \u003cspan citationid=\"CR70\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Add privacy-by-design, fairness diagnostics, multi-criteria cloud selection, and permissioned blockchain for high-stakes provenance (Boutkhoum et al., \u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Faccia et al., \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Turki, \u003cspan citationid=\"CR97\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). Finally, productize around service outcomes (adoption, complaints, trust, and audit issues) to move pilots to production, as seen in Jordanian and Omani banking cases (Saxena \u0026amp; Ali Said Mansour Al-Tamimi, 2017; Al-Hawtmeh \u0026amp; Al-Nimr, 2025).\u003c/p\u003e \u003cp\u003eOrganizational inertia is rarely studied, with only around 10 papers (about 8.0\u0026ndash;8.2%), as shown in Appendix 4. Address culture, change management (Nasereddin, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Antony et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2023\u003c/span\u003e), readiness (Bourezgue, \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Owida et al., \u003cspan citationid=\"CR80\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Bader et al., \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Macca et al., \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2025\u003c/span\u003e), or leadership (Halaweh \u0026amp; El Massry, \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; El-Haddadeh et al., \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Zibarzani et al., \u003cspan citationid=\"CR109\" class=\"CitationRef\"\u003e2024\u003c/span\u003e), yet it materially undermines servitization because moving from product-centric logics to integrated, analytics-enabled service systems requires concurrent shifts in strategy, structures, incentives, capabilities, and governance. Entrenched cultures, path-dependent routines, and short-term leadership focus slow the \u0026ldquo;insight \u0026rarr; service\u0026rdquo; reconfiguration that servitization demands (Halaweh \u0026amp; El Massry, \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Juma \u0026amp; Kilani, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Owida et al., \u003cspan citationid=\"CR80\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Antony et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Nasereddin, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Bader et al., \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Zibarzani et al., \u003cspan citationid=\"CR109\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Macca et al., \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2025\u003c/span\u003e). In Islamic banking, servitization must embed Shari\u0026rsquo;ah principles directly into service design\u0026mdash;clear disclosures to mitigate gharar, real-asset linkage in Murabaha/Ijarah, and equitable risk sharing\u0026mdash;rather than merely adding compliance checks to legacy product workflows. Adoption is often delayed when leadership underemphasizes explicit value alignment, employees lack dual competence in data and AI ethics, and change initiatives sideline the guidance (Owida et al., \u003cspan citationid=\"CR80\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; El-Haddadeh et al., \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). An effective remedy is to link incentives to service outcomes (e.g., user adoption, disclosure comprehension, fewer complaints), establish cross-functional teams anchored in the risk/compliance and Shari\u0026rsquo;ah governance functions with a prioritized servitization backlog, and deliver practical, joint training with administrative leaders and the SSB on Shari\u0026rsquo;ah-aligned data stewardship for service implementation across MENA Islamic banks. Pilots should be productized through concise, auditable rules, practices, and reusable templates. At the same time, governance is made \u0026ldquo;compatible by design\u0026rdquo;: audit-ready records and lineage, proportionate model-risk controls with appropriate interpretability, and privacy-by-design. Such an operating model strengthens legitimacy and accelerates the safe and scalable deployment of BDA-enabled servitization (Halaweh \u0026amp; El Massry, \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; El-Haddadeh et al., \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Juma \u0026amp; Kilani, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Antony et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Zibarzani et al., \u003cspan citationid=\"CR109\" class=\"CitationRef\"\u003e2024\u003c/span\u003e; Bader et al., \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e"},{"header":"5. Conclusion: Integrating BDA-Enabled Servitization with Islamic Frameworks","content":"\u003cp\u003eIn closing, we emphasize the strategic centrality of big data analysis in the MENA region, positioning the data analyst as a decision-maker\u0026mdash;not merely a decision-taker\u0026mdash;who shapes options, articulates trade-offs, and informs senior management through transparent, explainable, and Shari\u0026rsquo;ah-aligned analytics. Our review in response to RQ1 indicates that integrating BDA-enabled servitization within Islamic frameworks requires addressing four primary obstacles, also identified in the Western context: data-related risks, resource intensity, governance gaps, and organizational inertia. Notably, no entirely new challenges emerged from the MENA context; instead, the existing challenges take on particular significance due to regional and institutional specificities. Among these, data-related risks and resource intensity are especially salient, as they directly impact feasibility\u0026mdash;namely, the lawful and secure use of data\u0026mdash; and scalability\u0026mdash;namely, the ability to operationalize and sustain servitization initiatives over time. It addresses RQ2 by demonstrating how Shari\u0026rsquo;ah compliance requirements and culturally embedded practices shape the nature and perception of BDA-enabled servitization challenges in MENA financial institutions, particularly by mitigating certain barriers and highlighting data-related risks and resource intensity as the most significant constraints. This is exemplified by a set of propositions that reflect these context-specific dynamics, each accompanied by a targeted research agenda to guide future inquiry into how ethical, cultural, and institutional factors influence the design, adoption, and governance of BDA-enabled service models in financial institutions. Table \u003cspan class=\"InternalRef\"\u003e2\u003c/span\u003e presents the set of propositions developed to enhance BDA-servitization models in financial institutions, with particular attention to the challenges specific to the MENA region and the Islamic banking context.\u003c/p\u003e"},{"header":" Study limitations","content":"\u003cp\u003eThis review is limited by its Scopus-only, English-language scope (2015\u0026ndash;2025) and business-focused filters, which may exclude relevant technical or regional work. The evidence base is still small and uneven, with output concentrated in a few MENA countries and on tech/operations topics, leaving finance\u0026ndash;servitization links underexplored. Bibliometric maps rely on author keywords and may overlook concepts discussed in full texts; sectoral inferences from non-financial studies and varied Shari\u0026rsquo;ah interpretations also limit generalizability. Finally, the rapid advancement of AI, data regulation, and banking practices means that findings can become outdated quickly.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eAcknowledgments\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWe thank colleagues and research partners for their constructive feedback on earlier drafts. We are grateful to the institutions that facilitated access to bibliographic data and to the developers of VOSviewer for openly available tools that supported the bibliometric analyses. Any remaining errors are our own.\u003cbr\u003e\u003cstrong\u003eFunding:\u003c/strong\u003e This research received no specific grant from any funding agency, whether commercial or not-for-profit.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEthical Approval and Consent to Participate:\u003c/strong\u003e\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003eThis study did not involve experiments on humans or animals, and no identifiable personal data were collected; therefore, ethical committee approval and informed consent to participate were not required.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData/Materials:\u003c/strong\u003e Summary data, search strings, and analysis scripts are available from the corresponding author upon reasonable request.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDeclaration of interest\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors declare no conflicts of interest related to this article. No external funding was received for this work. 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Bibliometric methods in management and organization. \u003cem\u003eOrganizational Research Methods\u003c/em\u003e, \u003cem\u003e18\u003c/em\u003e(3), 429\u0026ndash;472. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://doi.org/10.1177/1094428114562629\u003c/span\u003e\u003cspan address=\"10.1177/1094428114562629\" targettype=\"DOI\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"},{"header":"Table 2","content":"\u003cp\u003eTable 2 is available in the Supplementary Files section.\u003c/p\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":true,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":true,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Big data analytics (BDA), Servitization, Islamic banking, Shari’ah, Data governance, Resource intensity, Data-related risks, Organizational inertia, MENA, Systematic literature review (SLR)","lastPublishedDoi":"10.21203/rs.3.rs-8465740/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-8465740/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThis review examines how big data analytics (BDA) facilitates servitization within financial institutions in the MENA region operating under dual (corporate\u0026ndash;Shari\u0026rsquo;ah) governance. Through the synthesis of peer-reviewed research, four recurrent barriers are identified\u0026mdash;namely, data-related risks, resource intensity, governance gaps, and organizational inertia\u0026mdash;and a propositions-based model, tailored explicitly to Islamic banking, is proposed. The findings indicate that all four canonical challenges commonly reported in Western contexts are also present in the MENA region; however, data-related risks, such as privacy, lineage, explainability, and prohibited-sector screening, along with resource-intensity constraints involving talent, infrastructure, and compliance costs, are particularly constraining. This review presents a testable roadmap designed to elevate analysts from mere decision-makers to decision-makers, thereby enabling the conversion of analytics into trustworthy, scalable, and Islamically aligned services. Additionally, it sets a forward-looking agenda for causal identification, artifact evaluation, and cross-country benchmarking within the management analytics community.\u003c/p\u003e","manuscriptTitle":"From Data to Service: Unpacking BDA-Driven Servitization in the MENA Financial Sector","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-12-30 06:37:16","doi":"10.21203/rs.3.rs-8465740/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"2192733e-7923-4d23-af22-36643208486d","owner":[],"postedDate":"December 30th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2026-05-21T09:08:08+00:00","versionOfRecord":[],"versionCreatedAt":"2025-12-30 06:37:16","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-8465740","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-8465740","identity":"rs-8465740","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}