LOYALTY PROGRAMS AND PERSONAL DATA SHARING PREFERENCES IN THE CZECH REPUBLIC
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F17%3A50013495" target="_blank" >RIV/62690094:18450/17:50013495 - isvavai.cz</a>
Alternative codes found
RIV/61384399:31130/17:00050132 RIV/61384399:31140/17:00050132
Result on the web
<a href="http://www.ekonomie-management.cz/archiv/number/2017/1/" target="_blank" >http://www.ekonomie-management.cz/archiv/number/2017/1/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.15240/tul/001/2017-1-013" target="_blank" >10.15240/tul/001/2017-1-013</a>
Alternative languages
Result language
angličtina
Original language name
LOYALTY PROGRAMS AND PERSONAL DATA SHARING PREFERENCES IN THE CZECH REPUBLIC
Original language description
Effective loyalty program management and evaluation requires that retailers have access to relevant data. In most cases, loyalty program organizers aim to establish consumer databases for the purpose of identification of individual customers: loyalty program members. The structure and quality of customer data often has a strategic effect on retailers’ decision-making accuracy and profitability. On the other hand, consumers worry about their privacy and fear their personal data may be misused. For a good-faith loyalty program organizer, it is an ongoing task to reconcile their corporate interests with the interests of consumers who are often rewarded by purchase incentives and personalized services. Consumer’s willingness to disclose personal information to loyalty program organizers is not uniform. In fact, individual preferences, sociodemographic and lifestyle factors play a very important role. This study provides a structured quantitative analysis of customers´ willingness to share selected key types of personal and contact data with loyalty program organizers in the Czech Republic. We identify and discuss important differences in personal and contact data-sharing preferences among specific consumer groups. Our results may be utilized by marketing professionals (loyalty program organizers) as well as by academic researchers in order to optimize their consumer data-gathering processes
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
E+M. Ekonomie a management
ISSN
1212-3609
e-ISSN
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Volume of the periodical
20
Issue of the periodical within the volume
1
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
13
Pages from-to
187-199
UT code for WoS article
000400284400013
EID of the result in the Scopus database
2-s2.0-85015690283