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

Title data

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. Vol. 28 (2018) . - pp. 437-452.
ISSN 1422-8890
DOI: https://doi.org/10.1007/s12525-018-0296-3

Official URL:

Abstract in another language

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.

Further data

Item Type:	Article in a journal
Refereed:	Yes
Keywords:	Privacy concerns; Privacy measures; Customer data; Customer satisfaction; Survey research
Institutions of the University:	Faculties > Faculty of Law, Business and Economics > Department of Business Administration Research Institutions Research Institutions > Affiliated Institutes Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management Faculties Faculties > Faculty of Law, Business and Economics
Result of work at the UBT:	No
DDC Subjects:	000 Computer Science, information, general works > 004 Computer science 300 Social sciences > 330 Economics
Date Deposited:	25 May 2018 05:58
Last Modified:	14 Mar 2022 14:34
URI:	https://eref.uni-bayreuth.de/id/eprint/44370