Relationship marketing from a customer's perspective

Companies need a wealth of personal data in order to address customers in a targeted manner. Utilizing IT enables them to directly address customers in order to increase sales by improving customer retention. The use of personal data becomes, problematic when customers decline the use of their data. If companies ignore their customers' privacy preferences, their chances of retaining them with targeted offers decline. In this paper, we first identify measures from a customer's, perspective based on the findings of a qualitive survey. The results of a quantitative survey illustrate how peoples general attitude toward personal data transmission determines their perception of personalization measures.