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The Effects of the Digital Transformation Process on Banks’ Relationship with Customers: Case Study of a Large Swedish Bank
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
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 role of digitalisation in the banking sector has altered customers' preferences and demands. As a result of this, banks in Sweden are becoming more digitally oriented in order to satisfy their customers' new preferences and demands. According to the contingency theory, the banks' new digital focus has to be aligned with other factors in the banks in order for them to function effectively. The purpose of this study is to investigate how the banks' relationship with customers is affected by this digital focus. This is a qualitative study that has been conducted through a case study at a large Swedish bank. The data gathered in the case study indicate that the relationship with customers has become less personalised and more automated. It also shows that an alignment in the bank has contributed to increased satisfaction among digitally oriented customers.

Place, publisher, year, edition, pages
2017. , p. 56
Keywords [en]
Customer relationship management, digitalisation, digital strategy, contingency theory, business strategy.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-325758OAI: oai:DiVA.org:uu-325758DiVA, id: diva2:1115984
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Available from: 2017-06-27 Created: 2017-06-27 Last updated: 2017-06-29Bibliographically approved

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Master thesis - Binan & Robert(767 kB)2624 downloads
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CiteExportLink to record
Permanent link

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Cite
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
  • rtf