Impact of GDPR on Banks in Slovakia – Marketing Approach. Part II

Lucia Kočišová (), Tomáš Pikulík, Peter Štarchoň () and Martin Šeliga
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Lucia Kočišová: Comenius University in Bratislava, Bratislava, Slovak Republic
Tomáš Pikulík: Comenius University in Bratislava, Bratislava, Slovak Republic
Peter Štarchoň: Comenius University in Bratislava, Bratislava, Slovak Republic
Martin Šeliga: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2018, vol. 13, issue 3, 40-51

Abstract: This paper, through examining the Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC (General Data Protection Regulation – short GDPR), aims to demonstrate its significance in financial sector along with the impact on complex management of marketing activities inside specific financial institutions. In the theoretical part of this contribution brief history of data protection and evolution of concept of GDPR will be explained. Main principles and innovations that are of key importance for future positive developments in the field will be discussed with emphasis on relationship between banks and direct marketing. Additionally, selected results of the primary research oriented on personal data protection from consumers’ point of view in Slovakia will be presented (online questionnaire was fulfilled by 355 respondents). Further we will try to identify the challenges bank have to meet while adhering towards the new directive.

Keywords: GDPR; data protection; direct marketing; banks; financial sector (search for similar items in EconPapers)
JEL-codes: K10 M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:13:y:2018:i:3:p:40-51

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