Data Privacy Concerns Throughout the Customer Journey and Different Service Industries

Abstract

Data privacy concerns play a significant role during collaboration with customers in digital networks. An important element in collaboration between business partners is the utilization of customer data in common offering development, marketing, and service operations. The aim of this paper was to focus on data privacy in the context of the customer journey and in different service industries. Based on empirical survey data (n = 306), our findings highlighted the importance of recognizing phases in the customer journey and have drawn attention to information sensitivity in different service industries. Findings showed that customers’ willingness to share data with different industries varied. Moreover, consumers’ attitudes towards the use of their personal data varied at different phases of the customer journey. Our findings have emphasized the importance of information sensitivity in different phases of the customer journey, especially when designing a means for effective data utilization in collaborative networks.