Reimagining Service Systems in the Levant: The Role of Comprehensive Big Data Analytics, Business Analysis, and Artificial Intelligence

Abstract

This conceptual study develops an integrated theoretical framework linking comprehensive big data analytics (BDA), business analysis (BA), and artificial intelligence (AI) to service system reconfiguration and multi-level service advantage in the Levant region (Jordan, Lebanon, Syria, Palestine). Methodologically, this study employs abductive theory-building via systematic synthesis of ~30 peer-reviewed sources (2010–2026) on BDA/AI in services, resource-based view (RBV), service-dominant (SD) logic, and Levantine digital governance—no primary data collected. Building on RBV and SD logic, the framework proposes that AI-augmented analytics (descriptive/predictive/prescriptive layers) and BA practices function as strategic infrastructure that reconfigures service ecosystems through temporal (real-time), spatial (cross-agency), and institutional (governance) transformations. This generates service advantage at organizational (efficiency), institutional (trust/accountability), and regional (digital competitiveness) levels. Grounded in Levantine cases—Jordan's NSQAC AI service portals and Lebanon's digital leap agenda—the analysis illustrates practical application amid institutional fragility. Unlike prior fragmented sector studies, this model uniquely integrates three theoretical lenses into a governance-centric, region-specific framework that positions AI-BDA as embedded institutional capability rather than isolated technology.