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Publicação
The effects of data access vulnerability on the perception of trust: in the hotel industry
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| 1.32 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Nowadays, companies use consumers' information as a tool to optimize the right offer to the right consumer, but how does the relationship between brand and consumer go when the consumer realizes himself in a vulnerable position? This research aims to understand how brands, in the hotel industry, are endangering themselves by asking customers for their information, by understanding if Data Access Vulnerability has higher downstream effects than control and transparency, without endangering their Brand’s Trust. Two Online Surveys were conducted to understand better the effects of data access vulnerability while doing a booking process. The findings from 160 participants indicate that personal information is a common practice of the industry, having low impacts of vulnerability and are not impacted either by transparency or control. Managerial and theoretical implications are discussed and future research suggestions are provided.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Data access vulnerability Privacy Trust Transparency Control Hotel industry Gossip Theory Communication Privacy Management