Consumer Privacy Is The Fundamental Right That Should Be...

Literature Review According to Nakr (2011) In the United State of America, Almost people consider privacy is the fundamental right that should be protected. The authority or government should come out such a law to guard people privacy. As today, consumer privacy rights become more serious concern as the using of digital transaction which being exchanged over the Internet. All the sensitive information such as tax, health and identification number data is stored on the database. The owner will not know who has accessed to it. These concerns, users are become more aware of it and unwilling to easily provide such the most sensitive and private info. Marketers as a trustee should have a responsibility to preserve consumer data and not only†¦show more content†¦Regarding to the survey of 374 graduate business students at Midwestern university which conducted by Peterson, Meinert, Criswell II and Crossland (2007) found that the increasing of new small enterprises in the market that make them more aware of their personal data which need to provide when they have transaction. How well do small enterprises manage with customer privacy? Firms should guarantee of security of customer data that will increase customer trust and attract more customers. Customer seem to less trust in a third-party seals to protect their sensitive information compare to self-reported privacy. One of the factors that indicate the success of the small enterprise is depend on the willingness of customer to provide their information. The privacy policy of the company should be clear and prà ©cised. According to Boulding et al. (2005) that customer relationship management is developed in the mid-1990s by information technology industries to keep data in the database for marketing purposes. In the search of Lo, Stalcup and Lee (2008), which was studying the customer relationship management for hotels in Hong Kong. The research has found that almost hotels in Hong Kong are implementing CRM to help them manage relationship with their customers and increase customer retention. The CRM is very important to them and create value to customer such as customer’s evaluation toward hotel service