Responsible Digital Personalization in Business Management: Balancing Customer Relevance, Privacy Expectations, Service Quality, and Brand Trust

imbaspub.com-VnnJ-1790124243-u178105711 1790124243 Institute for Management, Business, and Accounting Studies info@imbaspub.com Institute for Management, Business, and Accounting Studies Journal of Digital Business and Management Studies J. Digit. Bus. Manag. Stud. 3149-9597 2026 6 2 Responsible Digital Personalization in Business Management: Balancing Customer Relevance, Privacy Expectations, Service Quality, and Brand Trust Mariana Lopes Felipe Rocha Beatriz Souza 2026 10.68159/u178105711 https://imbaspub.com/pub/journal/3/article/u178105711 Martin KD, Murphy PE. The role of data privacy in marketing. J Acad Mark Sci. 2017;45(2):135-55. Huang MH, Rust RT. Technology-driven service strategy. J Acad Mark Sci. 2017;45(6):906-24. Yadav MS, Pavlou PA. Technology-enabled interactions in digital environments: A conceptual foundation for current and future research. J Acad Mark Sci. 2020;48(1):132-6. Quach S, Thaichon P, Martin KD, Weaven S, Palmatier RW. 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