RFID’s Personal Privacy Effect on Service Performance Importance

• Main Authors: Lin, Cheng-Min, 林正閔
• Other Authors: Chou, Shih-Yu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/14494516459844634557

碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 105 === RFID (Radio Frequency Identification) is applied to the retail industry broadly and shows its highly economic benefit in retail supply chain management. Moreover, with the application of RFID in products, customers could share the benefit as well such as speed the paying process, rapidly speed of replenishment, more purchase information provided, safety function and better after-sale services. However, due to the characteristics of capable of carrying more data and long reading range, the customer’s personal shopping information will be revealed if without encryption function. It leads to the debate about if RFID application impacts the privacy. The purpose of this dissertation is to find out the relationship between customers, customer satisfaction concerns and how the mediating factors such as privacy and the new technology – RFID influence this relationship. From the research framework, those relationships between various defined variables like types of personal information and customer satisfaction concerns will be tested to verify if the original hypotheses are acceptable. Moreover, how does RFID influence the customer satisfaction is the critical issue that will discuss a lot in this research. This research conducts survey on customer’s satisfaction and comprises sections of customer’s attitude measurement. Each of the three sections about customer satisfaction has its measurement over five satisfaction factors. As well, the privacy section measures the extent of privacy concern over three privacy rights. A result of questionnaire regarding privacy concern indicates that whatever the education, age, gender and income of customers who care about the privacy when shopping in retail store, the privacy concern still does not significantly influence the customer satisfaction concerns. Furthermore, the other result of questionnaire regarding the more the customer concern anout privacy, who will care about the service performance more indeed and this just providing the recommendation that retail vender should aware that privacy concern will certainly influence the concern of customer satisfaction.