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We love your data. Importance of privacy and privacy concerns for customer-firm relationships

By Prof. Dr. Doreén Pick Professor of Marketing and International Business at Merseburg University of Applied Sciences and Vice Rector for Research, Knowledge Transfer and Start-ups (PFWE). Friday January 3, 2025, 12:00pm. – 13:00pm. Venue: Room 201 at Sasin School of Management or online via Zoom Register here to reserve your seat Abstract: Market research has examined customer privacy concerns separately from initiating and maintaining business relationships with consumers (CRM). The research discussion will address the question of what data concerns are, what data is perceived as sensitive and when it may arise for customers and how companies can respond to these concerns. A key insight is that companies underestimate the potentially negative impact of privacy concerns on new and existing relationships with consumers and are therefore tempted to use data collection approaches such as dark patterns. Future research will therefore focus on a variety of aspects, including the impact of privacy concerns when using loyalty card programs and customers’ perceptions of ethical privacy practices. For more information please contact +66-2218-4000 ext. 83893 or researchseminar@sasin.edu.