Description
The importance of customer data for business models is increasing, as is the relevance of customers’ concerns regarding privacy aspects. To prevent data privacy incidents and to mitigate the associated risks, companies need to implement appropriate measures. Furthermore, it is unclear whether their implementation – beyond mere compliance – has the potential to actually delight customers and yields competitive advantages. In this paper, we derive specific measures to deal with customers’ data privacy concerns based on the literature, legislative texts, and expert interviews. Next, we leverage the Kano model via an Internet-based survey to analyze the measures’ evaluation by customers. As a result, most measures are considered basic needs of must-be quality. Their implementation is obligatory and is not rewarded by customers. However, delighters of attractive quality do exist and have the potential to create a competitive advantage.
Beyond Mere Compliance — Delighting Customers by Implementing Data Privacy Measures?
The importance of customer data for business models is increasing, as is the relevance of customers’ concerns regarding privacy aspects. To prevent data privacy incidents and to mitigate the associated risks, companies need to implement appropriate measures. Furthermore, it is unclear whether their implementation – beyond mere compliance – has the potential to actually delight customers and yields competitive advantages. In this paper, we derive specific measures to deal with customers’ data privacy concerns based on the literature, legislative texts, and expert interviews. Next, we leverage the Kano model via an Internet-based survey to analyze the measures’ evaluation by customers. As a result, most measures are considered basic needs of must-be quality. Their implementation is obligatory and is not rewarded by customers. However, delighters of attractive quality do exist and have the potential to create a competitive advantage.