The Impact of Personal Data Protection on Marketing Strategies in the Banking Sector

Abstract

Personal data protection is a key priority in the banking sector, given the considerable volume of data managed by these institutions. The aim of this study is to highlight the importance of data protection in the banking system and the marketing strategies implemented by banks, in the context of national and international regulations. The research methodology includes the analysis of relevant legal regulations and studies in the field. Among the main results is the highlighting of the importance of transparency and responsibility in strengthening relationships with customers and maintaining competitiveness in the banking sector. In conclusion, data protection plays an important role in banking marketing and must be taken seriously by financial institutions. Compliance with data protection regulations not only prevents legal sanctions but also strengthens relationships with customers, thus contributing to the growth of financial institutions' reputation. CZU: 336.719.2; JEL: G21, M31