Purpose

This paper advocates for banks to understand customers' online privacy concerns, use those insights to segment consumers and design tailored sales strategies to build a mutual relationship through a social exchange that produces a competitive advantage.

Design/methodology/approach

A qualitative study involving 30 in-depth interviews with Australian and Asian millennials residing in Australia was conducted using a grounded theory approach to explore privacy concerns of online banking and determine the efficacy of their banks' existing sales strategy and practice.

Findings

The study revealed differences in customer perceptions of trust, confidence, responsibility and exchange. Adopting a power-dependency paradigm within a social exchange theoretical framework and power distance belief of national culture theory, the authors identified four consumer segments: exemplar, empiric, elevator and exponent. The authors propose a tailored consumer-centered sales strategy of communication, control, consolidation and collaboration.

Originality/value

The paper contributes to the research in services marketing, sales strategy and banking in three ways: first, the authors demonstrate the importance of the social exchange theory and national culture as a premise to develop a competitive advantage; second, the authors propose an innovative set of consumer segments in regards to online privacy concerns; and, third, the authors introduce four sales strategies tailored to each of the four segments.

中文翻译：

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网上银行和隐私：通过社交交流重新设计销售策略

目的

本文提倡银行了解客户的在线隐私问题，利用这些洞察对消费者进行细分，并设计量身定制的销售策略，通过产生竞争优势的社交交流建立相互关系。

设计/方法/方法

一项涉及 30 位居住在澳大利亚的澳大利亚和亚洲千禧一代的深入访谈的定性研究使用扎根理论方法来探讨网上银行的隐私问题，并确定其银行现有销售策略和实践的有效性。

发现

该研究揭示了客户对信任、信心、责任和交换的看法的差异。作者在社会交换理论框架和国家文化理论的权力距离信念中采用权力依赖范式，确定了四个消费群体：范例、经验、电梯和指数。作者提出了一种量身定制的以消费者为中心的沟通、控制、整合和协作销售策略。

原创性/价值

本文从三个方面对服务营销、销售策略和银行业的研究做出贡献：第一，作者论证了社会交换理论和民族文化作为发展竞争优势的前提的重要性；其次，作者针对在线隐私问题提出了一组创新的消费者群体；第三，作者介绍了针对四个细分市场中的每一个细分市场量身定制的四种销售策略。