| Web-based data collection is an important part of customer relationship management (CRM) efforts. The purpose of this thesis is to explore and determine the conditions in which consumers are willing to share personal information on the Web. Customers usually take part in web-based data collection for several reasons such as being an existing customer, for discounts/coupons, free-trail of products or simply out of their interest. The customer-firm relationship is considered from a social exchange point of view and is analyzed using the various aspects of social exchange including comparison levels, investment model, trust and uncertainty. Variables such as expected outcomes/return, actual outcome/return, type of benefits, nature of benefits, vested interest of consumer, trust and uncertainty are considered in hypothesis formulation. A survey of a random sample of consumers (n = 99) is conducted to test the hypotheses. Results indicate that the conditions under which consumers may positively respond to such Web-based data collection are (a) the benefits offered exceed their expectations, (b) the customer has a vested interest in the company, (c) customer has no doubts about the delivery of these benefits, and (d) the benefits are immediate in nature rather than delayed. Also, (e) the longer the delay in receiving the benefits the less likely the customer is to provide the required information. Managerial implications are drawn from the findings. |
