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Managing Customer Loyalty in the Digital Era of the Banking Industry
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The Swedish banking industry is in the midst of digital disruption and face new EU directives, which may alter the financial market. It is believed that FinTech companies will play a significant role in shaping the future financial landscape and challenge traditional banking. The primary purpose of this thesis is to develop an understanding of how banks intend to manage customer loyalty given perceived market changes. The thesis seeks to answer the research question: What challenges related to customer loyalty do banks perceive with the new EU directive in the midst of digital disruption? Interviews were carried out from Handelsbanken, Nordea, SEB and Swedbank. In addition, secondary sources including, documents and statistical data were collected. The research design is predominantly qualitative and the approach is deductive. The thesis concludes that loyalty can be derived from customer satisfaction, which is achieved through trust, image and experience. Furthermore, the thesis identifies that loyalty will play an important role in the transformation of the future financial market as diversified products and services will be tailored towards segmented customer groups. The thesis concludes with a discussion on specific challenges banks may face when managing customer loyalty. 

Place, publisher, year, edition, pages
2017. , p. 62
Keywords [en]
Banking, Customer Loyalty, Customer Satisfaction, Trust, Image and Customer Experience
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-325654OAI: oai:DiVA.org:uu-325654DiVA, id: diva2:1115614
External cooperation
SEB, Swedbank, Nordea och Handelsbanken
Educational program
Master Programme in Business and Management
Supervisors
Available from: 2017-06-27 Created: 2017-06-27 Last updated: 2017-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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