As online and digital transformations disrupt their business, retailers are aware of the crucial role of collecting, analyzing, and translating consumer data into competitive advantages. Underlying these disclosures of data from consumers to firms are, often implicit, terms that guide consumers’ expectations regarding the data exchange. This manuscript develops and discusses a conceptual framework that identifies four key criteria (data ownership, data intimacy, data permanence, data value) that make up consumers’ perceptions of the terms of the data exchange, and highlights how these terms affect important firm outcomes. It identifies factors that enhance firms’ ability to leverage consumer data, as well as factors that could increase the risk of violating the terms of these agreements. Understanding and operating within these terms is essential to signal respect for consumer privacy, while allowing firms to deliver data-driven value to consumers. Violating these terms, even those that are implicit, can create negative externalities with financial, reputational, and legal repercussion on the firm. The authors propose 11 research questions, and also provide managerial implications for how to better leverage data from and for valuable customer relationships.

随着在线和数字化变革扰乱了他们的业务，零售商意识到了收集，分析消费者数据并将其转化为竞争优势的关键作用。这些从消费者到公司的数据披露的基础通常是隐含的术语，这些术语指导消费者对数据交换的期望。该手稿开发并讨论了一个概念框架，该框架确定了构成消费者对数据交换术语的理解的四个关键标准（数据所有权，数据亲密性，数据持久性，数据价值），并突出了这些术语如何影响重要的公司成果。它确定了增强公司利用消费者数据能力的因素，以及可能增加违反这些协议条款的风险的因素。了解这些术语并在其中进行操作对于表明尊重消费者隐私至关重要，同时允许公司为消费者提供数据驱动的价值。违反这些条款，即使是隐含的条款，也会在公司的财务，声誉和法律上造成负面的外部影响。作者提出了11个研究问题，并对如何更好地利用来自有价值的客户关系的数据以及对有价值的客户关系提供了管理上的启示。