| Summary: | 碩士 === 國立暨南國際大學 === 公共行政與政策學系 === 105 === With ever-evolving information technology in recent years, collection, processing and use of personal data with electronic devices are increasing. On top of this, consumers’ personal data are being extensively collected in various types of commercial marketing. All of these pose a big threat to personal privacy. In particular, financial institutions, which have to deal with various complex situations while collecting, using and processing personal data, are more affected by the impact of amendments to data protection laws than other industries. In addition, today’s financial institutions request their first-time clients to agree to provide their banks, the financial holding companies they belong to, or their subsidiaries with personal data for their marketing business. However, if financial institutions do not fulfill their responsibilities with regard to necessary explanation and simply provide agreement forms for their clients to sign, it can cause their clients to question the security the financial institutions have provided for the protection of their personal data after having answered marketing calls and thereby gradually lose their trust in the financial institutions and their marketing representatives. Therefore, financial institutions should know how to use the personal data provided by their clients in compliance with data protection laws and on the basis of mutual trust and thereby achieve win-wins for themselves and their clients.
This paper explored how Bank A integrated its marketing business in compliance with current data protection laws using a qualitative research model. First, a literature analysis was conducted to understand requirements in data protection laws and theories on integrated marketing and thereby create a research basis. Then, in-depth interviews were conducted with the bank’s marketing representatives and clients to understand what they thought about the bank’s current approach to integrated marketing. The collected data then underwent an inductive analysis carried out in a careful manner in line with the research purpose and related literature. Finally, concrete suggestions for practice are provided based in the research findings.
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