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Uses and Abuses of Point-of-Sale Machines: Effects on Company Image and Marketing
Abstract
Point-of-sale (POS) systems are becoming increasingly common as both an important aspect of the transactional infrastructure and a marketing tool that exemplifies the company's brand and philosophy. As such a visible aspect of a company, their functionality and security influence consumer trust and brand perception. A Transaction Trust Disruption Framework is therefore proposed to connect POS risk events, such as data breaches and availability to consumer perception, which directly relates to customer loyalty and company reputation. This framework will help marketing executives understand how technical safeguards can support marketing in building and preserving customer trust, particularly when responsibility is not clearly defined or third-party providers contribute to failure. This interdisciplinary approach integrates technical responsibilities and transparent crisis communication as elements of brand protection and marketing, rather than treating POS risk as an isolated technological issue.
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