This study evaluates the readability of a set of 312 online privacy notices across two periods and finds that the readability has declined and notices have grown in length over the period. The authors assess these findings against the public policy backdrop and make recommendations for improving current online privacy notices based on the study results.

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Marketers strive to create compelling and sustainable value propositions for their customers. One of the important factors acknowledged in the literature but not thoroughly tested is customer education. In this article we examine the importance of customer education as it contributes to enhancing customer loyalty through perceived service quality employing empirical data. Several hypotheses are formulated to measure the impact of customer education and other factors in a customer loyalty model. All hypotheses were confirmed, supporting the belief that customer education can play an important role in building and enhancing customer loyalty.

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A cross-cultural study (China-Korea-America) investigates customer response as a function of relationship type and long-term orientation (resulting from national culture) when experiencing service failure. An experiment is conducted with written scenarios describing service experience and subsequent service failure; 90 people representing three different nationalities are tested. The results demonstrate that both relationship type and longterm orientation impact consumer reaction towards service failure. This is a significant result for service providers who function on the global market place. When creating service recovery, consideration should be given to relationship type and cultural orientation.