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Relationer – En komplex ekvation: En kvalitativ studie om konsumentrelationer inom banksektorn
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Relations - A Complex Equation : A Qualitative Study on Consumer Relations Within the Banking Sector (English)
Abstract [sv]

Syfte och forskningsfrågor: Vårt syfte är att utreda och analysera relationsskapande i banksektorn, vilket sker både genom fysisk personlig interaktion och via kundmedverkan online. Avsikten är att bidra till kunskap om vad som påverkar skapande och utvecklande av konsumentrelationer med denna utgångspunkt.

1. Vilka är centrala faktorer för skapande och utvecklande av relationer inom banksektorn?

2. Vilka aspekter är framträdande i kundens roll i det traditionella- respektive virtuella servicelandskapet?

Metod: Studien av kvalitativ karaktär och har genomförts utifrån ett växelspel mellan deduktion och induktion, vilket resulterade i en abduktiv forskningsansats. Datainsamlingen har utförts genom fem semistrukturerade intervjuer med representanter från banksektorn, som har stor kompetens inom ämnet.

Slutsats: Studien har resulterat i kunskap kring att det är väsentligt för banker att finnas tillgängliga både fysiskt, genom personliga möten, och via plattformar online. Vi har konstaterat att olika aspekter, beroende på vilket sätt banken möter kunden, fysiskt eller virtuellt, är viktiga för att utveckla och bibehålla kundrelationer. Vi har identifierat sju nyckelfaktorer för att relationen mellan banken och kunden ska bli så gynnsam som möjligt för båda parterna: proaktivitet, anammande av fintech-tjänster, sömlösa- och lättnavigerade plattformar, utbildande av kunder, aktivt arbete med sociala medier, tillvaratagande av CRM-system samt anpassande av den fysiska miljön för kundens välbefinnande. 

Abstract [en]

Purpose and research questions: Our aim is to investigate and analyze the creation of relations within the banking sector, which occurs through physical personal interaction and online customer participation. The intention is to contribute with knowledge regarding what influences the creation and development of consumer relations.

1. Which are the key factors for creation and development of relations within the banking sector?

2. Which are the prominent aspects of the customer's role in the traditional and virtual servicescape?

Method: The study is of qualitative character and was completed through an interaction between deduction and induction, which resulted in an abductive approach. The empirical data was gathered through five semistructured interviews with knowledgeable representatives from the banking sector.

Conclusion: The study has resulted in knowledge, that it is essential for banks to be available both physically, through personal meetings, and through online platforms. We have found that different aspects, depending on the way the bank meet their customer, physically or virtually, is important for developing and maintaining the customer relations. We have identified seven key factors to make the relation between the bank and the customer as beneficial as possible for both parties: proactivity, acceptance of fintech services, seamless- and easy-navigated platforms, educating the customers, active social media channels, usage of CRM systems, and adaptation of the physical environment to satisfy the customers well-being. 

Place, publisher, year, edition, pages
2017.
Keywords [en]
Relations, Banking sector, Traditional- and Virtual servicescape, CRM, Customer participation, Social Media, Fintech
Keywords [sv]
Relationer, Banksektorn, Traditionellt- och Virtuellt Servicelandskap, CRM, Kundmedverkan, Sociala Medier, Fintech
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-70273OAI: oai:DiVA.org:lnu-70273DiVA, id: diva2:1178752
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2018-02-09 Created: 2018-01-30 Last updated: 2018-02-09Bibliographically approved

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