Willingness to Disclose Personal Data for Enhanced Customer Experience through Marketing Technology and Online Data Privacy Personality
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Abstract
As businesses increasingly leverage data collection and marketing technologies to enhance customer experiences (CX), concerns regarding privacy and the protection of personal data remain significant. This study investigates the willingness of Thai consumers to disclose personal information in exchange for improved customer experiences, with a focus on variations across online data privacy personality types. Employing a quantitative approach, data were collected through an online questionnaire administered to 420 Thai consumers aged 18-59 years. Using descriptive statistics, factor analysis, and cluster analysis, the findings reveal that most consumers are willing to share personal (e.g., lifestyle, occupation, acquaintances) and medical information, particularly during the “Ask” phase of the 5A’s Customer Path, which involves interactions through robotics, natural language processing (NLP), and sensor technologies. Thai consumers were segmented into four privacy personality clusters: (1) Privacy Controllers, (2) Privacy Savvies, (3) Privacy Challengers, and (4) Privacy Unaware. These insights can inform the development of communication strategies that encourage responsible data sharing and support the effective use of marketing technologies to deliver personalized experiences tailored to each consumer group.
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