publication . Thesis . 2015

Customer Surveillance: Consumer Attitudes and Management Strategies

Plangger, Kirk Anton;
Open Access
  • Published: 10 Aug 2015
  • Country: Canada
Due to technological advances, customer surveillance (i.e., the collection, capture, use, or storage of customers’ personal data) is becoming less expensive and more covert. Brands use these personal data that contain needs, preferences, characteristics, behavior, attitudes, or other customer attributes (i.e., market intelligence) to develop more competitive products and services. Customer surveillance also can put stress on customer relationships with brands, thus brands must conduct customer surveillance in a way that is sensitive to customers’ concerns. This dissertation investigates these concerns and proposes attitudes towards customer surveillance based on...
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