1. bookVolume 30 (2022): Edition 2 (June 2022)
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Security and Privacy of Customer Data as an Element Creating the Image of the Company

Publié en ligne: 19 May 2022
Volume & Edition: Volume 30 (2022) - Edition 2 (June 2022)
Pages: 156 - 162
Reçu: 01 Dec 2021
Accepté: 01 Apr 2022
Détails du magazine
License
Format
Magazine
eISSN
2450-5781
Première parution
30 Mar 2017
Périodicité
4 fois par an
Langues
Anglais
Abstract

COVID-19, mobility, socio-social changes have transferred to the world of social media communication, purchasing activities, the use of services. Corporate social media has been created to support clients in using various services, give them the possibility of easy communication without time and local barriers. Unfortunately, they still very rarely take into account the security and privacy of customers. Considering that the purpose of this article is to investigate the impact of social media on the company’s image, it should be remembered that this image also works for the security and privacy of customer data. Data leaks or their sale are not welcomed by customers. The results of empirical research show that the safety, simplicity and variety of services offered on social media have a significant impact on the perceived quality, which in turn positively affects the reputation. The authors proposed a methodology based on the Kano model and customer satisfaction in order to examine the declared needs and undefined desires and divide them into different groups with different impacts on consumer satisfaction. The interview participants were employees of 10 randomly selected companies using social media to conduct sales or service activities. 5,000 people from Poland, Portugal and Germany participated in the study. 4,894 correctly completed questionnaires were received.

Keywords

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