NONE 20260508104619908 wseas/wseas content-registration-form+ja@crossref.org content-registration-form WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 1109-9526 2224-2899 Ezmolda Barolli Department of Statistics and Applied Informatics, FE University of Tirana Rruga Arben Broci 1 1001, Tiranë ALBANIA Brunilda Duraj Department of Finance, FE University of Tirana Rruga Arben Broci 1 1001, Tiranë ALBANIA Klei Xhyheri Monetary Operations Department Bank of Albania Sheshi Skënderbej, Nr. 1, Tiranë ALBANIA The recent technological advancements and digital transformation across industries have highlighted the significance of trust that businesses must establish with customers in an increasingly digital world. Every action we take online generates a massive quantity of data, which we can use to improve customer experience, evaluate their buying habits, offer suggestions, collect health information, and so on. This research is based on two concepts: privacy and security. 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