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Detaljhandlaren ser dig - det handlar om att synas -

Nilsson, Daniel; Persson, Ragnar and Sydmark, Olof (2009)
Department of Service Management and Service Studies
Abstract
Abstract
This essay aims to bring greater focus on consumer privacy aspects involved in the practise of customer relationship marketing in the retail industry of today. As students in Service Management at Lunds University on Campus Helsingborg we are experiencing that the literature that constitutes the very cornerstones of our education does not deal with the matter of consumer privacy in a sufficient way. Our survey intends to take a closer look on consumer attitudes and considerations towards the collection and use of purchase data carried out by a retail store in the purpose of creating a closer relationship through CRM. Our survey is based on empirical data collected through surveys concerning privacy aspects in a retail context. We... (More)
Abstract
This essay aims to bring greater focus on consumer privacy aspects involved in the practise of customer relationship marketing in the retail industry of today. As students in Service Management at Lunds University on Campus Helsingborg we are experiencing that the literature that constitutes the very cornerstones of our education does not deal with the matter of consumer privacy in a sufficient way. Our survey intends to take a closer look on consumer attitudes and considerations towards the collection and use of purchase data carried out by a retail store in the purpose of creating a closer relationship through CRM. Our survey is based on empirical data collected through surveys concerning privacy aspects in a retail context. We find that most consumers in general have a negative attitude towards the collection of personal information in a retail environment. This attitude is however subject to change if the consumer experience benefits or personal offers by accepting the use of this information. Our results show that the retail industry does not in a sufficient way inform the consumers about the purpose of collecting personal information and in what way this can benefit the consumers. Providing consumers with more information about the purpose and benefits of collecting personal information will increase consumer’s incentive to agree to this taking place and could lead to relationship marketing reaching new heights. Helsingborg, May 2008
Daniel Nilsson – sma05dni@student.lu.se
Olof Sydmark – sma05osy@student.lu.se
Ragnar Persson – sma05rpe@student.lu.se (Less)
Please use this url to cite or link to this publication:
author
Nilsson, Daniel; Persson, Ragnar and Sydmark, Olof
supervisor
organization
year
type
M2 - Bachelor Degree
subject
keywords
tillit, integritet, informationsteknik, epos, relationsmarknadsföring, Management of enterprises, Företagsledning, management, Market study, Marknadsanalys
language
Swedish
id
1354761
date added to LUP
2009-02-20 00:00:00
date last changed
2018-10-18 10:03:35
@misc{1354761,
  abstract     = {Abstract
This essay aims to bring greater focus on consumer privacy aspects involved in the practise of customer relationship marketing in the retail industry of today. As students in Service Management at Lunds University on Campus Helsingborg we are experiencing that the literature that constitutes the very cornerstones of our education does not deal with the matter of consumer privacy in a sufficient way. Our survey intends to take a closer look on consumer attitudes and considerations towards the collection and use of purchase data carried out by a retail store in the purpose of creating a closer relationship through CRM. Our survey is based on empirical data collected through surveys concerning privacy aspects in a retail context. We find that most consumers in general have a negative attitude towards the collection of personal information in a retail environment. This attitude is however subject to change if the consumer experience benefits or personal offers by accepting the use of this information. Our results show that the retail industry does not in a sufficient way inform the consumers about the purpose of collecting personal information and in what way this can benefit the consumers. Providing consumers with more information about the purpose and benefits of collecting personal information will increase consumer’s incentive to agree to this taking place and could lead to relationship marketing reaching new heights. Helsingborg, May 2008
Daniel Nilsson – sma05dni@student.lu.se
Olof Sydmark – sma05osy@student.lu.se
Ragnar Persson – sma05rpe@student.lu.se},
  author       = {Nilsson, Daniel and Persson, Ragnar and Sydmark, Olof},
  keyword      = {tillit,integritet,informationsteknik,epos,relationsmarknadsföring,Management of enterprises,Företagsledning, management,Market study,Marknadsanalys},
  language     = {swe},
  note         = {Student Paper},
  title        = {Detaljhandlaren ser dig - det handlar om att synas -},
  year         = {2009},
}