ItemBook Chapter

Leveraging data sharing for enhanced experiences in service industries: Role of experience orientation and privacy calculus

Title
Leveraging data sharing for enhanced experiences in service industries: Role of experience orientation and privacy calculus
Creator
Elangovan, N.; Nagarathinam, Aishwarya; Elangovan, Sundaravel; Chellasamy, Aarthy; Rangasamy, Sangeetha
Description
In the context of customer experience, the acquisition of personal and behavioural data plays an integral role, yet it raises significant privacy concerns. This study suggests employing the privacy calculus framework to craft a meaningful customer experience while addressing these privacy apprehensions. Drawing from an extensive review of literature, the study formulates propositions, subsequently validated through case studies. Beyond existing literature, this research introduces novel factors pertinent to the service industry, expanding the understanding of privacy-tradeoff dynamics. Factors such as brand reputation, transaction frequency, campaign design, grievance redressal mechanisms, ethical conduct, and marketer behaviour emerge as pivotal triggers influencing privacy-tradeoff decisions. However, empirical validation is required to consolidate these propositions. The study highlights the imperative of bridging the privacy calculus concept with customer experience, particularly within the service sector, shedding light on factors that can effectively navigate this terrain. By clarifying the relationships between privacy considerations and customer experience, this chapter contributes to a deeper comprehension of the intricacies involved. It not only identifies key factors but also underlines their potential to shape and optimize the customer journey amidst privacy concerns. The proposed framework offers a better understanding of how businesses can navigate the delicate balance between data privacy and delivering exceptional service. The study recommends further empirical scrutiny to validate and refine the proposed framework, ultimately fostering a more robust understanding of privacy dynamics in the service industry. 2025 Elangovan N., Aishwarya Nagarathinam, Sundaravel Elangovan, Aarthy Chellasamy and Sangeetha Rangasamy. Published under exclusive licence by Emerald Publishing Limited. All rights reserved.
Source
Marketing Intelligence, Part A: Understanding Customers in the Era of Digitalization;pp.39-55
Date
01-01-2025
Publisher
Emerald Publishing
Subject
Brand reputation; Conceptual model; Customer experience; Data privacy; Ethical behaviour; Grievance redressal; Marketer behaviour; Privacy calculus; Service industry; Synthesis
Coverage
Elangovan N., Christ University, India; Nagarathinam A., Christ University, India; Elangovan S., Christ University, India; Chellasamy A., Christ University, India; Rangasamy S., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-183549418-9; 978-183549419-6;
Format
online
Language
English
Type
Book chapter

Citation

Elangovan, N.; Nagarathinam, Aishwarya; Elangovan, Sundaravel; Chellasamy, Aarthy; Rangasamy, Sangeetha, “Leveraging data sharing for enhanced experiences in service industries: Role of experience orientation and privacy calculus,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24268.

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