on the other hand,there are many good reasons for customers to have relationship with the companies or exchange their information. the benefits are what customers expect from having relationships with firms by revealing their data to these firms. the possible benefits from having relationships with companies can be defined in 3 gruops
confidence (e.g. security ,better purchase decisions
social benefits (Social benefits focus more on the relationship itself improving the relationships between customer and employees will increase customer commitments to a firm and will also have a positive impact on customer satisfaction)
special treatment benefits (e.g. customization, time saving , convenience ,financial returns)