When Collecting Data from Customers Backfires
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Date
2020-02
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Abstract
Although companies frequently solicit consumer data (e.g., recommending consumers to sign in through their Facebook account), little research has investigated the consequences of doing so. We find that when brands collect more personal information about consumers, they respond more negatively toward service failure by the brand. This is because consumers who provided more data might (mis)attribute the poor service to the brand's reaction to something about "them", i.e., their personal characteristics, rather than to a supply chain issue.
Description
Business: 2nd Place (The Ohio State University Edward F. Hayes Graduate Research Forum)
Keywords
Consumer Behavior, Big Data Marketing, Consumer Data