Vpliv splošne uredbe o varstvu podatkov na sodobne tržne poti v banki

magistrsko delo

Rok Kolarič (Avtor), Igor Perko (Mentor)

Povzetek

V predloženem magistrskem delu smo se poglobili v digitalizacijo, aktualno temo, s katero se srečujejo poslovne banke v trenutnem obdobju. Z letom 2018 se je spremenila zakonodaja na področju varovanja osebnih podatkov in ravnanja z njimi. V veljavo je stopila Evropska uredba o varovanju osebnih podatkov, ki nam je bolj poznana s kratico GDPR (ang. General Data Protection Regulation). Vse organizacije, ki se ukvarjajo z bazami osebnih podatkov, so morale prilagoditi model poslovanja trenutnim regulatornim zahtevam. Največji poudarek je na upravljanju osebnih podatkov v povezavi z neposrednim trženjem in kontaktiranjem strank. V uvodnem delu ugotavljamo teoretična izhodišča in zakonsko podlago, ki nam jo predpisuje regulator. Hipotezo, da Uredba pozitivno vpliva na zadovoljstvo komitentov, smo glede na rezultate raziskave zavrgli. Drugo hipotezo, da GDPR pozitivno vpliva na učinkovitost trženjskih kampanj, lahko sprejmemo z veliko verjetnostjo. Obe hipotezi se navezujeta na vpliv Uredbe na sodobne tržne poti v banki in posledično na zadovoljstvo strank. Osredotočili smo se na največjo banko v Sloveniji in jo primerjali s konkurenco v slovenskem bančnem prostoru. S praktičnimi primeri smo podkrepili teoretično podlago in preverili, katere so omejitve, ki jih imajo banke zaradi nove Uredbe. S pomočjo primerjalne analize, ki smo jo izvedli v osrednjem delu naloge, smo lahko sledili glavnemu cilju, ki je ugotoviti, kakšen učinek ima GDPR na trženje, poslovne rezultate, odnose na relaciji banka-stranka in ne nazadnje tudi na odnos med zaposlenimi, ki zaradi digitalizacije že čutijo spremembe. Zaradi hitrega razvoja v zadnjem desetletju je pričakovati, da bo v prihodnosti večina poslovnih dogodkov izvedenih preko sodobnih tržnih poti. Kar se tiče osebnega svetovanja, bodo še zmeraj na voljo visoko kvalificirani in certificirani bančni svetovalci, ki bodo na voljo za reševanje kompleksnih poslov v povezavi s pomembnimi življenjskimi odločitvami.

Ključne besede

osebni podatki;varstvo osebnih podatkov;uredbe;bančništvo;bančno poslovanje;tržne poti;baze podatkov;digitalizacija;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2019
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[R. Kolarič]
UDK:	004.6:336.71
COBISS:	13553180
Št. ogledov:	751
Št. prenosov:	119
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	General data protection regulation (GDPR) impact on the contemporary marketing channels in a bank
Sekundarni povzetek:	This master’s thesis addresses the topical subject currently encountered by commercial banks called digitalization. In 2018, the European rules on personal data protection and management were changed. The new EU law, commonly known as the GDPR (General Data Protection Regulation) came to effect. All organizations which deal with personal databases were obligated to adjust their business models to the current regulatory requirements. The main emphasis is on managing personal data in conjunction with direct marketing and contacting customers. In the introduction, we established the theoretical premises and legal basis as determined by the Regulator. On the basis of a thorough analysis, we could not accept both hypotheses we set up at the beginning. Our research showed that one of the hypotheses could be rejected with high probability while the other one can be accepted. Both hypotheses refer to implications of the GDPR on the contemporary marketing channels in banks and, consequently, on customer satisfaction. We focused on the largest Slovenian bank and compared it with its competitors in the Slovenian banking sector. We substantiated theoretical premises with practical examples and examined the restrictions banks face under the new Regulation. Through a benchmarking analysis conducted in the middle chapter of this master thesis, we were able to track the main goal which was to elaborate the implications of the GDPR on marketing, economic outturns, relationships between the bank and its customers, as well as on the relationships between employees who already experience the consequences of changes due to digitalization. In the face of fast development over the last decade, it is expected that in the future most business transactions will be executed by using modern marketing methods. However, highly qualified and certified banking customer service consultants will still be at hand for personal consulting and solving complex business transactions related to important life decisions.
Sekundarne ključne besede:	Keywords: personal data;GDPR;blockchain;CRM (Customer Relationship Management);modern methods of marketing.;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	69 str.
ID:	11297628