La transparence : l’utopie du numérique ?

Digital transparency: Dimensions, antecedents and consequences on the quality of customer relationships

“…Empirically investigate the relationship between transparency and trust, since increased transparency can either strengthen trust and limit negative customer responses (Martin et al, 2017) or, conversely, erode it and generate generalized suspicion that penalizes brands (Gallot and Verlaet, 2016);…”

“…While the literature logically associates the notion of transparency with that of trust, we still lack researches who • • Conceptualize and operationalize transparency (1) perceived individually by customers and not seen in an objective or normative way, (2) related to digital practices that have spread massively in recent years (data and algorithms, and communication on digital channels, forums, and community platforms), and (3) highlight its underlying evaluation processes rather than overall transparency; • • Empirically investigate the relationship between transparency and trust, since increased transparency can either strengthen trust and limit negative customer responses (Martin et al, 2017) or, conversely, erode it and generate generalized suspicion that penalizes brands (Gallot and Verlaet, 2016); • • Include behavioral engagement as a potential outcome of transparency, which would then tend to underline the extent to which transparency, in return, favors the implementation of actions for the benefit of the brand (recommendation, defense, cooperation, etc.) (Helme-Guizon and Magnoni, 2016); • • Examine the extent to which consumers' vulnerability, linked both to their lack of control of this new environment (low digital literacy) and to the risks associated with the use and disclosure of their personal data (concern for privacy), leads them to view the transparency of the brand's digital practices less favorably.…”

La transparence numérique : dimensions, antécédents et conséquences sur la qualité des relations clients

“…Investiguent empiriquement les relations entre la transparence et la confiance, l’accroissement de la transparence pouvant soit renforcer la confiance et limiter les réponses négatives des clients (Martin et al, 2017), soit au contraire la dégrader et générer une suspicion généralisée pénalisante pour les marques (Gallot et Verlaet, 2016) ;…”