Level-dependent customer experience of data-based products from a scenario-based perspective
(A2021-94549)

AUTHORS

Thomas Wozniak, Institute of Communication and Marketing, Lucerne School of Business; Larissa Dahinden, Institute of Communication and Marketing, Lucerne School of Business; Anja Janoschka, Institute of Communication and Marketing, Lucerne School of Business; Matthias Albisser, Institute of Communication and Marketing, Lucerne School of Business

ABSTRACT

Data-based products and services (DBPS) leverage personal data to enhance their capabilities and offer a more intelligent and personalized experience. As a result, the experience of DBPS is fluid – the amount of data a consumer feeds into the product determines his experience. However, barriers such as privacy concerns hinder the progression to a more pronounced level at different thresholds. We developed and employed a scenario-based prospective incident technique to analyze how consumers experience DBPS at certain levels and how they advance from one level to another. Results show that customers are willing to share non-critical personal data in exchange for mainly utilitarian benefits at basic DBPS levels. As DBPS usage progresses, customers constantly perform cost-benefit assessments, compelling companies to clearly communicate product benefits and enable a small-step progression at all levels of usage.

REFERENCES

The authors thank the interviewees for participating in the study and the industry partners for their support of the research project funded by Innosuisse, the Swiss Innovation Agency (grant number 37765.1 IP-SBM).