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The Upside of Data Privacy - Delighting Customers by Implementing Data Privacy Measures

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Gimpel, Henner ; Kleindienst, Dominikus ; Nüske, Niclas ; Rau, Daniel ; Schmied, Fabian:
The Upside of Data Privacy - Delighting Customers by Implementing Data Privacy Measures.
In: Electronic Markets. (2018) . - S. 1-16.
ISSN 1422-8890
DOI: https://doi.org/10.1007/s12525-018-0296-3

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Abstract

The targeted analysis of customer data becomes increasingly important for data-driven business models. At the same time, the customers’ concerns regarding data privacy have to be addressed properly. Existing research mostly describes data privacy as a necessary evil for compliance and risk management and does not propose specific data privacy measures which address the customers’ concerns. We therefore aim to shed light on the upside of data privacy. In this paper, we derive specific measures to deal with customers’ data privacy concerns based on academic literature, legislative texts, corporate privacy statements, and expert interviews. Next, we leverage the Kano model and data from two internet-based surveys to analyze the measures’ evaluation by customers. From a customer perspective, the implementation of the majority of measures is obligatory as those measures are considered as basic needs of must-be quality. However, delighting measures of attractive quality do exist and have the potential to create a competitive advantage. In this, we find some variation across different industries suggesting that corporations aiming to improve customer satisfaction by superior privacy protection should elicit the demands of their specific target customers.

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Publikationsform: Artikel in einer Zeitschrift
Begutachteter Beitrag: Ja
Keywords: Privacy concerns; Privacy measures; Customer data; Customer satisfaction; Survey research
Institutionen der Universität: Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre
Forschungseinrichtungen
Forschungseinrichtungen > Institute in Verbindung mit der Universität
Forschungseinrichtungen > Institute in Verbindung mit der Universität > Projektgruppe Wirtschaftsinformatik der Fraunhofer FIT
Forschungseinrichtungen > Institute in Verbindung mit der Universität > FIM Kernkompetenzzentrum Finanz- & Informationsmanagement
Fakultäten
Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät
Titel an der UBT entstanden: Nein
Themengebiete aus DDC: 000 Informatik,Informationswissenschaft, allgemeine Werke > 004 Informatik
300 Sozialwissenschaften > 330 Wirtschaft
Eingestellt am: 25 Mai 2018 05:58
Letzte Änderung: 12 Jul 2018 06:00
URI: https://eref.uni-bayreuth.de/id/eprint/44370