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The Impact of Virtual Agents on Customer Loyalty in Major Swedish Banks
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (12)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (12)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (12)
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Background

Since the emergence of digital banking, the financial sector has experienced a significant transformation in both how business is conducted and how services are provided to customers. Previous literature has examined how new technologies and the digitalization of banks' customer service affect customer loyalty. Although, since virtual agents acting as service providers in the banking sector is a relatively new phenomenon, there is limited research concerning the implications it will have on the bank-customer relationship. Hence, the novelty and relevance of the topic makes it interesting for further research. 

 

Purpose

Through the identified underlying factors affecting customer loyalty, the purpose of this study is to examine how customer loyalty will be affected by the implementation of virtual agents as service providers in major Swedish banks.

 

Method

This is a qualitative study, and the empirical data were collected from semi-structured in-depth interviews with bankers at four major Swedish banks, as well as with ten highly-educated customers who are frequent users of bank services.

 

Findings

The findings showed that virtual agents must affect customer service to a large extent to have a profound impact on customer loyalty. Virtual agents will be able to replace human bankers regarding simpler inquiries satisfyingly. On the other hand, the demand for personal interactions regarding more complex matters is found to be important. 

Place, publisher, year, edition, pages
2018. , p. 88
Keywords [en]
Customer Loyalty, Banking Sector, Customer Service, Artificial Intelligence, Virtual Agents
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-39856ISRN: JU-IHH-FÖA-1-20180679OAI: oai:DiVA.org:hj-39856DiVA, id: diva2:1213804
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-06-26 Created: 2018-06-05 Last updated: 2018-06-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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  • asciidoc
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