The relational impacts following a violation of the General Data Protection Regulation (GDPR)

Pauline Roques (), David Vidal () and Anne-Sophie Cases ()
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Pauline Roques: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
David Vidal: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Anne-Sophie Cases: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Abstract: Although the General Data Protection Regulation is a legal requirement, its implementation by companies remains inconsistent. This study aims to (1) categorize GDPR violations through a qualitative study with digital marketing professionals and (2) assess their impact on customer relationships through an experimental study. Five violation types are identified and classified as intentional/unintentional and active/passive. Results show that unintentional failures (due to error or incapacity) lead to weaker retaliation intentions than omissions or malicious acts. However, ignorance is not considered more acceptable than omissions. Consumers expect companies to stay informed about data regulations, highlighting the need for tools supporting GDPR compliance.

Keywords: customer relationship; retaliation; GDPR; violation; privacy; personal data (search for similar items in EconPapers)
Date: 2025-06-25
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Published in 9th French-Austrian-German Workshop on Consumer Behavior, Jun 2025, Montpellier, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05452223

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