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Consumer Behavior in the Context of Capturing Customer Consent for Data Processing - Recommendations for consent capturing practices at Mercedes-Benz AG

  • Customer Relationship Management has focused on numerous data privacy practices in the current information and big data era. The present study focuses exclusively on the declaration of consent (DoC) in the context of the automotive industry, particularly in the sector of premium car manufacturing. A DoC is an individual's authorization to an organization for data processing; within the context of this study, a DoC is referred to as the authorization of an individual for processing its personal data in order to receive personalized marketing communications. Not much is known about the factors that influence individuals to grant such permission. Relevant literature on consumer behavior, permissions marketing, and psychology is reviewed from a marketing perspective to develop a framework based on the privacy calculus, which distinguishes individuals' costs and benefits based on assessing selected cost and benefit drivers. The influence of perceived benefits, incentives, both monetary and non-monetary, consumer control, trust, information protection, and transparency is identified as benefit-associated factors, whereas the influence of opportunity costs entitled to the providing the consent, privacy concerns, intrusiveness, and the quantity of the information supplied by the organizations during the consent collection is identified as costs-associated factors. In accordance with the literature, several hypotheses were formulated to estimate the consumers' intention to consent. This study supports Mercedes-Benz AG to improve its consent capturing management and related processes.

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Author:Krystel Juliette Narvaez Estrada
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/02/28
Release Date:2021/03/12
Tag:Consumer consent; Data privacy
Page Number:119
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt