Explication of organizational capability to utilize behavior information to enable trust formation with customers

2016 Fiscal Year Final Research Report

• Project/Area Number: 26380550
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Management
• Research Institution: Kansai University
• Principal Investigator: Koga Hiroshi 関西大学, 総合情報学部, 教授 (20258312)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: 顧客情報 / 組織能力 / 社会物質性

Outline of Final Research Achievements

Behind marketing strategies trying to find new business opportunities by analyzing customers' purchasing history data accumulated through day-to-day transactions, the logic of building long-term customer relationships based on customer loyalty is obscuring and obscured. There, the creation of "added value", a trust relationship built up over time in repeated transactions, is the main driving force.
By the way, as a negative aspect of utilization of purchase history data, the problem of "infringement of personal information and privacy" has been pointed out. In this research, we believe that the relationship of trust built with customers may alleviate the "privacy problem" and the theoretical consideration about the significance of the values that are the background of the utilization of purchasing history data was made.

Free Research Field

経営情報論