Yelena Tsarenko and Dewi Rooslani Tojib
This paper aims to develop a customer typology based on consumer attitude towards information privacy and examine the driving factors of privacy concern.
Abstract
Purpose
This paper aims to develop a customer typology based on consumer attitude towards information privacy and examine the driving factors of privacy concern.
Design/methodology/approach
A sample of 456 Australian consumers who have applied for a credit card or mortgage is used in this study. Consumer concern with privacy statements, the privacy legislation at the federal level, trust and the willingness to disclose personal information for some form of compensation are used as drivers of consumer privacy in regression analysis. These variables are used in cluster analysis in order to segment financial consumers.
Findings
The results indicate that that the level of privacy concern is primarily driven by trust that far outweighs any concerns with privacy statements and the provision of nationally legislated safeguards. Furthermore, a cluster analysis reveals three distinctive customer segments in the domain of financial services: the pragmatist, indifferent, and competent.
Originality/value
This study is undertaken to advance our knowledge on consumer privacy concerns in the context of financial services and to segment financial services customers in relation to the disclosure of personal information. The study contributes to the literature and enhances our understanding not only on drivers of consumer privacy but also on specific areas of privacy concern among various customer segments.
Details
Keywords
Yelena Tsarenko and Dewi Rooslani Tojib
The concept of forgiveness has received significant attention in the fields of philosophy and psychology. However, little is known about the application of this concept in the…
Abstract
Purpose
The concept of forgiveness has received significant attention in the fields of philosophy and psychology. However, little is known about the application of this concept in the business domain. To address this deficiency, this paper aims to conceptualise forgiveness as a customer coping strategy in the context of service failure incidents. Specifically, deriving from both theories of emotion and coping, this article proposes a conceptual framework of consumer forgiveness in service encounters.
Design/methodology/approach
A critical synthesis of the literature on forgiveness, service failure, and service recovery was conducted to generate a conceptual exploration of the role of forgiveness in the business domain.
Findings
While previous consumer behaviour studies have explored the emotional and behavioural states of consumers after service incidents, they overlooked one critical intrinsic psychological aspect which has a long‐lasting effect on service outcomes: consumer forgiveness. Thus, the main focus of this study is to devise a conceptual framework of consumer forgiveness which highlights several stages through which consumers progress in their forgiveness process. A range of situational and contingent factors that may facilitate the consumer forgiveness process are also identified and rationalised in the model.
Research limitations/implications
Researchers of consumer behaviour will benefit from understanding the roots of forgiveness and how this complex process determines and influences the psychological state of consumers after service incidents. The proposed transactional model of forgiveness serves as a starting point to explore this virtually ignored concept in the services marketing domain. Empirical studies employing various research methodologies are needed to support this model.
Originality/value
This paper is one of the first attempts to integrate the concept of forgiveness from the field of psychology into consumer behaviour research by highlighting the role of forgiveness as a coping strategy in the business domain.