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Intrusion and violation of privacy: a conceptual model to manage the effects on the quality of customer relationship
[Intrusion et violation de la vie privée : un modèle conceptuel pour gérer les effets sur la qualité de la relation client]

Author

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  • Pauline Roques

    (MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier)

Abstract

The value of consumer personal data is substantial. Companies are gathering and using this data because of technology advancements, which provide them significant competitive and economic benefits. On the other side, the proliferation of data exposes individuals to new risks associated with unwanted uses of their personal information. This paper explores how to manage customer relationships after a privacy failure. The objective is to understand how to establish and maintain a strong customer relationship in a digital setting where such failures are common. We suggest a conceptual model based on the body of literature that considers the complicated and interrelated positions of consumers and companies. The analyses are supplemented by qualitative data from interviews with both populations. To open up new research horizons, we highlight potential theoretical and managerial consequences.

Suggested Citation

  • Pauline Roques, 2023. "Intrusion and violation of privacy: a conceptual model to manage the effects on the quality of customer relationship [Intrusion et violation de la vie privée : un modèle conceptuel pour gérer les e," Post-Print hal-05452233, HAL.
    • Handle: RePEc:hal:journl:hal-05452233
    as

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