LOYALTY PROGRAMS AND PERSONAL DATA SHARING PREFERENCES IN THE CZECH REPUBLIC

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/61384399:31130/17:00050132 RIV/61384399:31140/17:00050132

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

LOYALTY PROGRAMS AND PERSONAL DATA SHARING PREFERENCES IN THE CZECH REPUBLIC

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

LOYALTY PROGRAMS AND PERSONAL DATA SHARING PREFERENCES IN THE CZECH REPUBLIC

Popis výsledku anglicky

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

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

E+M. Ekonomie a management

ISSN

1212-3609

e-ISSN

—

Svazek periodika

20

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

187-199

Kód UT WoS článku

000400284400013

EID výsledku v databázi Scopus

2-s2.0-85015690283