Etički aspekti prikupljanja i korištenja podataka o potrošačima

master's thesis

• Title (english): Ethical aspects of collecting and using consumer data
• Author: Vlatka Tomašević
• Mentor: Danijela Lucić (mentor)
• Committee member: Ksenija Klasnić (predsjednik povjerenstva)
• Committee member: Dragan Bagić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Sociology); Zagreb
• Defense date and country: 2023-02-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology

Abstract

Današnje informacijsko društvo karakterizira tehnološki napredak, globalizacija te intenzivna konkurencija u kojoj su informacije ključne za različite proizvodne, društvene i ekonomske procese. Središnju ulogu u ovom društvu ima informacijska tehnologija, pri čemu se informacije smatraju dragocjenim resursom poslovanja. Koncentracija poslovanja više nije jednokratna prodaja, već ideja da se potencijalnog klijenta zadrži što dulje, odnosno stvoriti određeni odnos, gdje će se klijent stalno... More vraćati te koristiti usluge što dulje vrijeme. Kako bi se to omogućilo, osmišljena je praksa upravljanja odnosima s klijentima (CRM) odnosno sustav prikupljanja, obrade i primjene informacija o klijentima i njihovim navikama koje se provodi kroz brojne kanale, bilo to korespondencijom putem elektronske pošte, istraživanjima, prikupljanjem podataka iz otvorenih baza podataka, korisničkim službama i slično. Postavlja se pitanje koliko je praksa upravljanja odnosima s klijentima etična. Prvi dio rada posvećen je teorijskom aspektu korištenja podataka potrošača i pregledu zakonskog okvira, dok je drugi posvećen kvalitativnom istraživanju koji se sastoji od dva ekspertna polustrukturirana intervjua. Intervjui su provedeni s članovima organizacija koje se u svom djelokrugu rada bave i pitanjem zaštite prava potrošača s ciljem dubljeg stjecanja uvida u problematiku potrošača koja je izravno povezana s neetičnim korištenjem osobnih podataka. Ovim radom prikazali smo kako novi oblici poslovanja, prikupljanja, obrade i korištenja velike količine podataka i informacija uvelike utječu na osobna prava pojedinaca. Zbog nerazumijevanja svojih prava i mjera zaštite od strane pojedinaca, neetična uporaba podataka od strane poslovnih subjekata postaje sve prisutnija i jednostavnija, što naglašava važnost promicanja rasprave i edukacije o ovim pravima. Less

Abstract (english)

Today's information society is characterized by technological progress, globalization and intense competition in which information is crucial for various production, social and economic processes. Information technology plays a central role in this society, whereby information is considered a valuable business resource. Business aim is no longer a one-time sale, but the idea of keeping a potential client as long as possible, that is, creating a certain relationship, where the client will... More keep coming back and use the services for as long as possible. In order to make this possible, the practice of customer relationship management (CRM), a system of collecting, processing, and applying information about customers and their habits that is carried out through numerous channels, be it correspondence via e-mails, research, data collection from open databases and customer services.
The question arises as to how ethical the practice of client relationship management is. The first part of the paper is devoted to the theoretical aspect of the use of consumer data and the review of the legal framework, while the second is devoted to qualitative research consisting of two expert semi-structured interviews. Interviews were conducted with members of organizations that, in their scope of work, also deal with the issue of consumer rights protection with the aim of gaining deeper insight into consumer issues that are directly related to the unethical use of personal data. In this thesis, we have shown how new forms of business, collection, processing and use of large amounts of data and information greatly affect the personal rights of individuals. Due to individuals not understanding their rights and protection measures, the unethical use of data by business entities is becoming more and more common and simpler, which emphasizes the importance of promoting discussion and education about these rights. Less

• Keywords: informacijsko društvo; podaci; informacije; CRM; GDPR
• Keywords (english): information society; data; information; CRM; GDPR
• Language: croatian
• URN:NBN: urn:nbn:hr:131:760689
• Study programme: Title: Sociology (double major); specializations in: Research, Teaching; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-03-03 16:10:51