Effects of strategic value orientation on personal data privacy, value in use and organizational reputation
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 23 September 2024
Issue publication date: 20 January 2025
Abstract
Purpose
This study assesses whether the strategic orientation of financial institutions to provide value to customers influences the dimensions of personal data privacy perceived by consumers of banking services. We also analysed whether these dimensions directly influence the value in use and, indirectly, the reputation of financial institutions.
Design/methodology/approach
Based on the literature, a model was developed to verify the proposed relationships. To test the model, we collected data via an online questionnaire from 2,422 banking customers, with analysis using structural equation modelling with partial least squares estimation.
Findings
The results suggest that strategic value orientation tends to have a direct positive influence on the constructs knowledge, control, willingness to value privacy and trust in sharing personal information and a direct negative influence on the personal data privacy experience. Three dimensions of personal data privacy (knowledge, willingness to value privacy and trust in sharing personal information) tend to have a direct positive influence on value in use. The results showed that the dimensions of personal data privacy experience and control had a significant and negative impact on the value in use construct. Another finding is the positive influence of value in use on organizational reputation. Investing in strategic value orientation can generate consumer perceptions of personal data privacy, which is reflected in the value in use and reputation of banks.
Originality/value
This study is theoretically original because it brings up the organizational reputation of financial institutions based on the strategic orientation to offer value to customers, personal data privacy and the value in use of banking services. The study of these relationships is unprecedented in the literature.
Keywords
Acknowledgements
This research was funded by the Brazilian National Council for Scientific and Technological Development (CNPq/Brazil) (No: 307202/2021-6), the Foundation for Research Support of Espírito Santo (FAPES/Brazil) with grants 2022-687ZR (No: 644/2022) and 2022-31G9Q (No: 1010/2022) and NECE. This work is supported by Fundação para a Ciência e a Tecnologia (FCT) I.P. through project reference UIDB/04630/2020 and DOI: 10.54499/UIDP/04630/2020 and by Instituto Fucape de Tecnologias Sociais (IFTS) project 2024-2027.
Citation
Durans, A.d.A. and Mainardes, E.W. (2025), "Effects of strategic value orientation on personal data privacy, value in use and organizational reputation", International Journal of Bank Marketing, Vol. 43 No. 2, pp. 341-367. https://doi.org/10.1108/IJBM-04-2024-0243
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited