The Consequences of Retailer Vs. Media Communication About the Use of Intrusive Marketing Practices on Customer Attitudes, Satisfaction, Trust and Loyalty

Marco Lalos, University of Lausanne, Switzerland
Ghislaine Cestre, University of Lausanne, Switzerland
This research lays-out the following dilemma for a retailer: Either to openly communicate about implementing in-store a personal data collection technology perceived by customers to be intrusive, possibly leading to lower customer satisfaction and less favorable attitudes; or to refrain from communicating such information with the possible consequence of facing a decrease in customer trust and loyalty following a later communication by the media. Findings show that communication by the firm negatively impacts attitude and satisfaction, while later communication by the media negatively impacts trust and loyalty. Compensation given by the retailer is shown to positively moderate the impact of communication.
[ to cite ]:
Marco Lalos and Ghislaine Cestre (2009) ,"The Consequences of Retailer Vs. Media Communication About the Use of Intrusive Marketing Practices on Customer Attitudes, Satisfaction, Trust and Loyalty", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 968-969.