Even though security issues when using cloud computing services have been looked at from a technical perspective, research has failed to explain why consumers use cloud services extensively despite their distrust. Observations have been made that users are in a dilemma where they use a service they are not comfortable with. Besides trust, the ethical perspective of all stakeholders in cloud computing has not been discussed or connected to the issue of trust.
The unease consumers feel when signing up for a cloud service could be transformed from a dilemma into a competitive advantage. Therefore, it is of high interest to cloud service providers to understand how they can gain competitive advantage over competitors by building consumer relationships based on trust and ethical norms. The results of this literature review show that making use of insights into cloud computing issues and awareness for trustful, ethical relationships with the customer, service providers can create competitive advantage. Following ethical norms and building trust with customers enables companies to gain first-mover-advantages in the field of cloud computing services. They can successfully distance themselves from competitors by promoting marketing campaigns that emphasize their high ethical standards and treatment of users.
This paper adds the dimension of ethics to the dilemma of mistrust in cloud computing, exploring whether this is a key influence on consumer trust, since there was a research gap discovered in researching a trustful provide-user relationship as well as an ethical perspective in cloud computing.
Table of Contents
1. Introduction
2. Method
3. Literature review
3.1 Cloud computing
3.1.1 Cloud computing and the issues arising from this new technology
3.1.2 Correlation of cloud computing and forced acceptance
3.1.3 Cloud computing and the issue of user trust
3.1.4 Cloud computing and the lack of an ethical perspective
3.2 The ethical responsibilities of users
3.3 The ethical responsibilities of the provider
4. Conclusion and discussion
Research Objectives and Key Topics
This paper examines the intersection of ethics, trust, and consumer relationships within the cloud computing industry, aiming to bridge the research gap regarding how providers can leverage ethical standards to gain a competitive advantage in a market defined by user mistrust.
- The dilemma of consumer mistrust versus widespread service adoption.
- The power imbalance between cloud service providers and users.
- The role of ethical norms and trust in establishing long-term customer relationships.
- The impact of "forced choice" and terms-of-service agreements on user autonomy.
- Strategic marketing opportunities through transparent and ethical service delivery.
Extract from the Book
3.1.2 Correlation of cloud computing and forced acceptance
Cloud computing changed the landscape of information technology and impacted consumers life. Nowadays many of the consumers daily routines shifted from physical services to online services. It has become the norm to shop online, pay bills virtually and collaborate online to work together. Many devices that once were necessary to master daily tasks such as a telephone or paper documents have been replaced by digital products. Cloud computing made it possible for consumers to get immediate responses and access when requesting a service or information without delays. This development saved time for consumers and lowered expenditures for businesses. Firdhous et al. (2012) found that users are gripped by the amenities cloud computing offers.
Cloud computing and web-based services such as online banking or purchases over the internet, bring an efficiency that makes using such services the norm. This can lead to exclusion from society of those who don’t adapt to the changing environment or high costs. One example is online banking. It is expected that each customer has online access to make use of the bank’s service offers. Elderly who have no internet connection have increasing difficulties to receive physical services. Consequently, cloud services are unavoidable and offer a level of convenience non-cloud-based services don’t.
Chapter Summaries
1. Introduction: Outlines the rise of cloud computing and the inherent privacy and security concerns that create a state of consumer mistrust despite the necessity of these services.
2. Method: Describes the systematic literature review process, utilizing academic search tools like Google Scholar to identify peer-reviewed articles focused on trust, ethics, and marketing in cloud computing.
3. Literature review: Analyzes existing research on cloud definitions, technological issues, the concept of forced acceptance, user trust, and the ethical responsibilities of both users and providers.
4. Conclusion and discussion: Synthesizes the findings, highlighting the lack of clear ethical responsibility in the user-provider relationship and suggesting that ethical transparency acts as a vital differentiator for competitive advantage.
Keywords
Cloud computing, Trust, Ethics, Competitive advantage, Forced choice, User-provider relationship, Data privacy, Information technology, Marketing strategy, Consumer behavior, Transparency, Digital services, Stakeholder management, Moral standards, Service provider responsibility.
Frequently Asked Questions
What is the primary focus of this paper?
The paper explores the ethical and trust-based dimensions of the relationship between cloud computing providers and their users, specifically investigating how these factors influence market competitiveness.
What are the main thematic areas covered?
The themes include the technical security gaps of cloud services, the psychological impact of "forced acceptance" in service agreements, and the lack of ethical perspectives in current provider-user dynamics.
What is the core research question?
The research explores whether implementing ethical norms and building trust can transform the current consumer dilemma of using services they do not fully trust into a competitive advantage for providers.
Which scientific methodology was applied?
The research is a comprehensive literature review that filters and analyzes academic, peer-reviewed articles focused on social science aspects of cloud computing, moving beyond purely technical analysis.
What topics are discussed in the main body?
The body covers the definitions of cloud computing, the correlation between service adoption and forced choice, the nature of user trust, and the distinct ethical responsibilities assigned to both users and service providers.
How are the key findings characterized?
The key findings are characterized by the identification of a significant research gap concerning the ethical treatment of users and the potential for marketing strategies that emphasize ethical standards to improve long-term success.
What is "forced acceptance" in the context of cloud services?
It refers to situations where consumers are effectively mandated to use cloud services due to a lack of viable alternatives, often forcing them to agree to terms they do not fully understand or trust.
Why is there a power imbalance in the cloud computing industry?
The imbalance arises because service providers maintain control over infrastructure and data, while users are dependent on these services for daily tasks, often with no influence over how their data is handled.
- Quote paper
- Anna Lena Bischoff (Author), 2017, Ethics and Trust. A Literature Review on Cloud Computing Services, Munich, GRIN Verlag, https://www.grin.com/document/354476
