RFID at the Customer Interface: The Issue of Privacy

4 Pages Posted: 26 Mar 2007

See all articles by Joanne E. McVeigh

Joanne E. McVeigh

Trinity College (Dublin)

Rachel Reddin

Trinity College (Dublin)

Mark Cunningham

Trinity College (Dublin)

Dave Breslin

Trinity College (Dublin)

Mairead Brady

Trinity College Dublin - The University of Dublin; Trinity College Dublin - School of Business; University of Dublin - School of Business Studies

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies

Date Written: March 2007

Abstract

Data capture technologies like Radio Frequency Identification Devices (RFID) can be a double-edged sword. On the one hand they may be viewed positively as the ultimate enabler of customer personalisation or they may be viewed negatively as a 'Big Brother' tool used to unnecessarily monitor consumer purchases and habits (Juban and Wyld, 2004). RFID could ultimately prove to be the defining facilitator of communication between organisations and their customers. However due to the current lack of education as to how RFID may affect consumers, along with the increasing fears over privacy issues, civil liberty and security both the company and the consumer may miss the rewards of RFID. This paper will outline the many benefits and challenges which RFID holds from a consumer perspective. This paper will suggest a research agenda to study the issue of consumer privacy, and promote a better understanding of what exactly RFID means at the customer interface.

Keywords: RFID, Privacy, Information Technology Ethics, Consumer Privacy, Marketing Ethics

JEL Classification: M31

Suggested Citation

McVeigh, Joanne E. and Reddin, Rachel and Cunningham, Mark and Breslin, Dave and Brady, Mairead and Armstrong, Corinne, RFID at the Customer Interface: The Issue of Privacy (March 2007). Available at SSRN: https://ssrn.com/abstract=969360 or http://dx.doi.org/10.2139/ssrn.969360

Joanne E. McVeigh

Trinity College (Dublin)

2-3 College Green
Dublin, Leinster
Ireland

Rachel Reddin

Trinity College (Dublin)

2-3 College Green
Dublin, Leinster
Ireland

Mark Cunningham

Trinity College (Dublin)

2-3 College Green
Dublin, Leinster
Ireland

Dave Breslin

Trinity College (Dublin)

2-3 College Green
Dublin, Leinster
Ireland

Mairead Brady (Contact Author)

Trinity College Dublin - The University of Dublin ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Trinity College Dublin - School of Business ( email )

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

University of Dublin - School of Business Studies ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies ( email )

AAP College Green
Dublin 2
Ireland

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