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Business data privacy practices in contact tracing: a double-edged sword


Tran, KT and Chen, J and Xia, Z and Waseem, D and Potdar, B, Business data privacy practices in contact tracing: a double-edged sword, Proceedings of the 2022 ANZMAC Reconnect & Reimagine Conference, 05-07 December 2022, Perth, pp. 591-594. (2022) [Refereed Conference Paper]

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Contact tracing plays an important role in supporting public health and safety during the COVID-19 pandemic (Centers for Disease Control and Prevention, 2021). In many countries, proximity tracing has been adopted in hospitality venues where people provide contact details to hospitality businesses to support governmentsí rapid proximity tracing (Lin et al., 2021; Williams et al., 2021). However, such contact tracing triggers customersí privacy concerns, especially in the Western countries where privacy is highly valued (Fahey & Hino, 2020; Rowe, 2020). Noticeably, privacy issues have become prevalent in the hospitality industry with increasing external security threats (Gwebu & Barrows, 2020). Many reports show that customers become reluctant to disclose their information and even provide false information for contact tracing (Jervis-Bardy, 2020). Therefore, hospitality businesses need to understand how to address privacy concerns around contact tracing in order to promote customer cooperation and maintain good customer relationships.

Recent studies on customer data privacy call for incorporating gossip theory into customersí perceptions of business data privacy practices (i.e., how businesses collect and manage customer data) (e.g., Martin, Borah, & Palmatier, 2017). According to this theoretical view, transparency and control of the practices are the two major factors that determine customersí privacy concerns and vulnerability (Martin et al., 2017; Morey, Forbath, & Schoop, 2015). However, there is a theoretical gap regarding how these perceptions influence customer commitment to the business. Moreover, given that governments could intervene in customer privacy issues, recent research further suggests that the role of the government in shaping customersí perceptions of businessesí data privacy practices should be explored (e.g., Lwin, Wirtz, & Williams, 2007; Martin & Murphy, 2017). Therefore, our study aims to examine how customers evaluate businessesí data privacy practices and develop subsequent responses.

Item Details

Item Type:Refereed Conference Paper
Keywords:data privacy, contact tracing, gossip theory, customer commitment, falsification
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer behaviour
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Potdar, B (Dr Balkrushna Potdar)
ID Code:154885
Year Published:2022
Deposited By:Marketing
Deposited On:2023-01-17
Last Modified:2023-01-17

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