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La transparence numérique : rôle du client et conséquences sur la relation à la marque

Abstract : The digital revolution is taking place in a climate of distrust. Consumers and citizens often have a negative judment of digital practices (collection and data exploitation, etc.). Officials are calling for more transparency to surpass the current trust crisis. But will this principle of transparency be enough to restore trust in the digital environment? The question of transparency arises significantly today because of the risks of customer drift and manipulation. It also arises because of the changing communication modes which are now multiform, multidirectional and instantaneous. This research explains the role of perceived transparency of digital practices in the way we apprehend the customer relationship. A qualitative exploratory study on two samples validated the multi-dimensionality of the perceived transparency construct (objectivity, clarity, openness) using the perceptions of 16 consumers and 12 managers. An online quantitative study (ad hoc panel of 445 respondents) conducted on the perceptions of Amazon customers, an e-commerce pure player, leader in the field and pioneer in the massive exploitation of data (recommendation engines , customization, etc.), has helped to 1) develop a measurement scale of perceived transparency, 2) understand how the customers’ digital transformation had a role in the perception of transparency and 3) determine the influence of perceived transparency’s dimensions on trust building and commitment. A qualitative post-survey study was finally conducted to discuss with managers the implications of this doctoral research.
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Submitted on : Wednesday, November 7, 2018 - 11:36:44 AM
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Audrey Portes. La transparence numérique : rôle du client et conséquences sur la relation à la marque. Gestion et management. Université Montpellier, 2018. Français. ⟨NNT : 2018MONTD002⟩. ⟨tel-01914944⟩

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