Journal of Consumer Marketing

Modeling patronage behavior: a tri-partite conceptualization : Table of Contents

Ugur Yavas, Emin Babakus — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – By using mall patronage behavior as its context, this study aims to develop and test a patronage model consisting of three dimensions. Design/methodology/approach – Data for the study are collected through self-administered questionnaires from residents in an MSA in the USA. Usable responses are obtained from 319 residents. Findings – Results suggest that mall patronage behavior can be represented as a global construct with three viable components (utilitarian, hedonic and accessibility). Research limitations/implications – The study is limited to a particular sample. Replications among other samples in the study locale and elsewhere are needed to validate the current findings. Practical implications – The results enable management to look at shoppers' patronage behaviors at three levels. At the individual attribute level (first level of abstraction), management may identify areas that need special attention. At the second level of abstraction (the latent construct), choice attributes can be combined into reliable and valid composite scores across dimensions and can reveal information that is not readily available by the individual attributes. At the third and highest level of abstraction, the one second-order factor with three first-order factors as its reflective indicators provides management with a single metric for comparing a mall with its competitors or other malls owned by the corporation. Originality/value – The model tested here explicitly recognizes accessibility as a distinct patronage dimension and expands the domain of inquiry beyond the initial attribute level to the first-order and the second-order composite levels.

Safeguarding customer information: the role of staff : Table of Contents

Ana Isabel Canhoto — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – Privacy is a topic of major interest to the marketing community that has fuelled the development of legal and technical mechanisms to protect customers' anonymity and to prevent the misuse of customer data. Nevertheless, data breaches continue to occur. The purpose of this paper is to offer new insight into the causes of such breaches, thus paving the way for novel approaches to privacy protection. Design/methodology/approach – The paper presents a semiotic framework identifying the data, task related and normative factors that influence behaviour. A qualitative study with branch and back office employees in a British financial institution illustrates the explanatory value of the framework. Findings – The results show that the legal tools provide guidance only when they are clear, relevant and enforceable, that technology reduces idiosyncrasy but has limited application and, crucially, that employees' attitudes, group norms, preconceptions and mental processes dramatically condition behaviour. Research limitations/implications – The study integrates the limited marketing literature available on the reasons for privacy breaches, and advances the understanding of the role of employees in safeguarding customer data. It is an exploratory, small-scale study that simultaneously offers new insight and identifies areas where further research is needed. Practical implications – The paper presents practical contributions to marketing managers concerning policy wording, job design and reward schemes. Originality/value – The study delivers a holistic framework to assess how the various privacy related initiatives may interact with each other, and specifically focusing the researcher's attention on what is often the weakest link in privacy protection: staff.

Preserving patient privacy in the quest for health care economies : Table of Contents

Michael V. Laric, Dennis A. Pitta — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – The purpose of this paper is to investigate the threats to patient privacy inherent in the movement to reduce health care costs by digitizing health care information. Design/methodology/approach – The paper applies relevant organizational theories to the health care information privacy arena, and predicts different privacy outcomes depending on the model organizations adopt to manage their information processing practices. Findings – Public policy makers who value preservation of patient health care information privacy, can predict the relative safety of information based on the organizational model used by companies which handle that data. Propositions advanced by these theories to explain business processes are reviewed to the extent they help explore the relationships between the users and managers of the digitized health records, and the privacy of the patients' health-records. The paper offers a series of implications for marketers based on the framework. Research limitations/implications – The findings are most applicable to health care systems that do not already sacrifice privacy in the name of economy. Practical implications – The findings can be used to insure the security of health care information. Originality/value – The paper addresses a recent trend motivated by the need to make health care accessible to more people. Rising health care costs have forced lawmakers and marketers to seek more efficient processes to reduce costs. One unintended consequence is that economies sacrifice privacy.

Gender differences in the response to unfair prices: a cross-country analysis : Table of Contents

Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – The research questions are whether there is a difference in how men and women respond to unfair prices and, if so, whether this gender difference extends across national cultures. Is the difference due to nature or to nurture? This paper aims to answer these questions. Design/methodology/approach – The study uses scenarios to conduct a survey-based analysis of the effects of gender and country on responses to personally and socially unfair prices. Findings – The results indicate that the response to price unfairness is due more to nurture than to nature. Although American females tend to be more sensitive than men to price unfairness, there is little or no difference between men and women in Germany and South Korea: both sexes there react negatively to an unfair price, particularly when the seller has acted unjustly. Practical implications – In the USA, the gender difference in response to unfair prices suggests that different pricing tactics should be used for men than for women. However, since males in South Korea and Germany are just as sensitive as females to unfair prices, pricing tactics acceptable to American men may not work in other countries. Originality/value – This paper takes a look at the manner in which a price increase for a frequently purchased but essential product is viewed as unfair. The paper examines the issue in three contrasting countries – Germany, South Korea and the USA – to determine if any observed differences are universal or culture-specific.

Consumer privacy issues in mobile commerce: a comparative study of British, French and Romanian consumers : Table of Contents

Calin Gurau, Ashok Ranchhod — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This paper aims on one hand to provide a comparison of mobile consumers' perceptions regarding privacy issues in three different national and cultural contexts (England, France and Romania), and on the other hand, to investigate the strategic approach taken by respondents for protecting their privacy. Design/methodology/approach – Both secondary and primary data are collected and analysed. Secondary data collection focuses on the topic of consumer privacy issues in mobile commerce. Primary data collection was realised between March-June 2008, when 300 mobile device users answered to a face-to-face questionnaire, in each of the three investigated countries. Findings – Both the country of origin and the personal profile of users, are influencing their perception regarding privacy threats in the mobile commerce environment, as well as the privacy protection strategy they adopt. Research limitations/implications – This study has an exploratory approach, the results being mostly descriptive. The findings can provide a useful insight for marketers, legislators and consumers regarding the privacy related concerns and behaviours in the mobile commerce environment. Originality/value – This study realises a multi-country comparative analysis regarding the perceptions of mobile device users, and investigates the influence of their profile on the personal privacy protection strategy adopted in the mobile commerce environment.

Examining customer privacy concerns in dealings with financial institutions : Table of Contents

Yelena Tsarenko, Dewi Rooslani Tojib — Sat Nov 21 08:00:12 GMT 2009

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.

Up for sale: consumer medical information : Table of Contents

Marian Levy, Marla B. Royne — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This paper aims to examine privacy breaches in personal health record information that expose consumers to unsolicited marketing. Design/methodology/approach – Examples of: data theft by healthcare workers; sale of consumer health data by entities not covered by the Health Insurance Portability and Accountability Act (HIPAA); and piracy of health data through sophisticated internet targeted marketing. Findings – This paper finds that HIPAA's strict safeguards to medical privacy are not extended to database companies that aggregate data for electronic medical records, a source of highly profitable information that is purchased by advertisers. Similar health information is obtained by marketers through consumer “health surveys” completed on web-based health information sites or at community health screenings. Practical implications – Consumer education is warranted to ensure awareness of privacy breaches and vigilance against loss of personal and protected health information to marketers. Originality/value – The paper highlights the areas for protecting consumers via identifying loopholes in HIPAA, as well as pointing out consumer behavior that can lead to subtle, yet systematic exploitation of their health information for profit via marketing.