How customers react to the response from the company after a data breach event in Omni-Channel retailing

• Main Authors: Chih-Yun Liu, 劉芷芸
• Other Authors: Yi-Ching Hsieh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/m4kqeq

碩士 === 國立中央大學 === 資訊管理學系 === 107 === Based on previous service failures research, we develop hypotheses regarding the effect of compensation on customer outcomes following a significant data breach and consequent service recovery effort in the omni-channel retailing context. In addition, we discuss the impact of the high and low relation quality of customers moderating in data breach event because that prior studies had found that the degree of customers’ relation quality of the company might affect customers’ post-breach reaction when they receive different compensations. Data were gathered by an experimental design with 8 scenarios: 2 (relation quality: high v.s. low) x 4 (recovery plan: reticence v.s. apology v.s. financial compensation v.s. security monitoring). Our findings are valuable for retailers to implement when a significant data breach happens in the omni-channel retailing. The study concludes that when a very serious data breach event occurs in a well-integrated omni-channel environment, the compensation strategy is a very important trust remedy relative to reticence strategy. Customers with different relationship quality will have a relative significant compensation strategy. This research has practical reference value for retailers in the era of endless stream of data breach and rapid development of omni-channel retailing.