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Kundförtroende: Digitaliseringen av banktjänsters påverkan på kundförtroendet
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Bankbranschen befinner sig i en ständig förändring, där traditionella bankkontor avvecklas och de digitala banktjänsterna tillkommer. Detta har skapat en ny sorts relation mellan bankernas kunder och banken, där den fysiska relationen har minskat och den digitala relationen har ökat. Således var det relevant att studera hur kundernas förtroende för banken har påverkats när bankerna digitaliserar sina tjänster. Syftet med studien är att undersöka digitaliseringen av banktjänsters påverkan på kundernas förtroende för banken. Studien utgår från en kvantitativ metod. Den kvantitativa metoden baseras på en positivistisk och deduktiv ansats som utgår från teorier och testar studiens tre hypoteser. Studiens empiriska data samlades in i form av en Internetenkät. Internetenkäten besvarades av 182 respondenter. I den teoretiska referensramen presenteras teorier som har för avsikt att klargöra studiens bakgrund. Digitalisering, osäkerhet och risk är de teorier som utgör studiens påverkande faktorer mot kundförtroendet för banken. Resultatet visar att digitalisering av banktjänster, upplevd osäkerhet i användningen av digitala banktjänster och upplevd risk i användningen av digitala banktjänster har ett negativt samband med kundernas förtroende för banken.

Abstract [en]

The banking industry is constantly changing. Where traditional banking offices are discontinued and the digital banking services are added. This has created a new kind of relationship between the bank’s customers and the bank, where the physical relationship has decreased and the digital relationship has increased. It then became relevant to study how the bank’s customers has been affected when banks digitize their services. The purpose of this study is to explore the digitization of banking services impact on customer’s trust to the bank. The study is based on a quantitative method. The quantitative method is based on a positivistic and deductive approach which is based on theories and tests the three hypotheses of the study. The empirical data was collected by an Internet survey. The Internet survey was answered by 182 respondents. The theoretical frame of reference presents theories that intend to clarify the background of the study. Digitization, uncertainty and risk are the theories that make up the study’s influencing factors towards customer trust in the bank. The result shows that digitization of banking services, the perceived uncertainty in the digitization of banking services and the perceived risk in the digitization of banking services has a negative correlation with customer trust in the bank. 

Place, publisher, year, edition, pages
2017. , 62 p.
Keyword [en]
Digitization of banking services, Internet bank, customer trust, perceived risk, perceived uncertainty
Keyword [sv]
Digitalisering av banktjänster, Internetbanken, kundförtroende, upplevd risk, upplevd osäkerhet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-17574OAI: oai:DiVA.org:hkr-17574DiVA: diva2:1155098
Subject / course
Banking and financing
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2017-11-07 Created: 2017-11-06 Last updated: 2017-11-07Bibliographically approved

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