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Customer Loyalty in Mobile Banking: findings from the millennial generation
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.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to investigate and explain the underlying factors that contribute to the creation of loyalty within the area of mobile banking, and their relative importance. The study is limited to the Swedish market and members of the millennial generation. To acquire the wanted primary data, this study adopted a survey strategy, where responses from 153 current and former university students were collected. Following the survey, an exploratory factor analysis was conducted, and ultimately a multiple linear regression analysis to reveal what factors that predicts loyalty. Findings show that Relationship Quality (Commitment/Satisfaction/ Trust) has a positive impact on mobile banking loyalty and is thestrongest determinant. A lower level of Perceived Risk also has a positive impact on mobile banking loyalty. A Net Promotor Score of 1.4 percent indicate low loyalty among millennial mobile banking customers. This study contributes to the bank marketing theory by being one of the first studies that investigate which factors that directly influence loyalty among mobile banking customers. Since millennials is the next working generation it is crucial for banks to understand how loyalty in this generation is created. As the study is focused on Swedish millennials, applicability to the general population is limited.

Place, publisher, year, edition, pages
2018. , p. 41
Keywords [en]
Mobile banking, customer loyalty, millennials, Relationship Quality, Technology Acceptance Model, factor analysis, Sweden
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-354049OAI: oai:DiVA.org:uu-354049DiVA, id: diva2:1220425
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2018-06-19 Created: 2018-06-18 Last updated: 2018-06-19Bibliographically 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
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