Data Use Transparency Scale

What it measures

Measures the extent to which customers perceive a firm's data management activities as clear, open, and easy to understand. Derived from gossip theory, transparency is proposed as a suppressor of the negative effects of customer data vulnerability on violation and trust. Operationalised as a customer perception of the firm's data management communications.

Representative items

• The company's customer data management activities are: Unclear to me / Clear to me.
• The company's customer data management activities are: Confusing / Straightforward.
• The company's customer data management activities are: Difficult to understand / Easy to understand.
• The company's customer data management activities are: Vague / Transparent.

Citation

Martin, K.D., Borah, A., & Palmatier, R.W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36–58.