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A Company Is (Morally) Allowed Within the Legal Framework to Gain Unlimited Access to Consumer’s Privacy for the Use of Customer Loyalty Programmes.

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A company is (morally) allowed within the legal framework to gain unlimited access to consumer’s privacy for the use of customer loyalty programmes.

As a consumer, loyalty to a company is largely based on trust. We expect the company to not abuse it. Firms have the responsibility of delivering quality- this refers both to the product that they deliver, and the customer relations – in order to maintain loyalty. In order to achieve this, customers expect their private information to be kept secure. How much does security matter to a consumer? A survey executed by Edelman show that “70% of people are more concerned about privacy than they were five years ago, and 68% feel they have lost control over how their information is shared and used by businesses.” A study carried out by PriceWaterhouseCoopers shows that, when given the choice, a majority (almost 2/3) of consumers choose to not give out personal information (Data Security, Michael) .These statistics show that the consumer base is extremely distrustful of companies using private information. How come? If we assess the risks and benefits of giving out these details, we can identify the reasons. The main risk is intrusion – an unwelcome look into your life. In theory, giving out personal details to a marketer gives them full access to your personal life. The firm has your name and phone number. It has entry to your Facebook (assuming it isn’t set to private) feed to see what sort of things you like, dislike and focuses strategies on these facts. The problem with this is that it implies that someone is watching what you do, how you behave – without you knowing about it. You’re at risk of becoming a focus group without giving your full consent. You gave your personal details on condition that the marketers would ask you first about your preferences. Using personal information to essentially ‘stalk’ a

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