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Kundrelationer i bankbranschen: Hur banker med skilda verksamheter arbetar med kundrelationer idag
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Customer relationships in the financial industry : How banks with differentiating operations work with customer relationships today (English)
Abstract [en]

The purpose of this study is to examine and compare how banks with differentiating operations work with their customer relationships. The financial market has changed because of digital advances in society as a whole and because of newly arisen competitors. This has created a new competition were the customer relationship is important as a competitive advantage. To establish how different banks work to retain and maintain their customer relationships we’ve conducted group interviews with banks with differentiating operations. The result shows that banks with different operations work slightly differently regarding their customer relationships. Large banks are more digitally driven and prone to adopt technological solutions. The smaller banks rely on word-of-mouth to gain new customers and attaches significant importance to creating a sort of affinity or an emotional commitment through their local presence. The bank insurance company’s priority is the interpersonal relationship with the customer and believes that this is where trust is built. Furthermore, the relationship between the customer and the banker seems to be stronger and more valued by the customer than the relationship between the customer and the bank as a brand.

Abstract [sv]

Vårt syfte är att undersöka och jämföra hur banker med olika verksamhet arbetar med sina kundrelationer. Bankmarknaden har förändrats på grund av samhällets digitala utveckling och uppkomsten av nya aktörer. Detta har skapat en ny konkurrenssituation där relationen till kunden är viktig som en konkurrensfördel. För att uppnå detta har vi genomfört fokusgruppsintervjuer med banker som bedriver olika verksamheter. Resultatet visar att banker arbetar med kundrelationer på olika sätt. Storbanken är mer digitalt driven och satsar stort på teknologiska lösningar. Sparbanken förlitar sig på positiv ryktesspridning för nya kunder och lägger stor vikt vid att skapa en samhörighet med kunden genom lokal närvaro. Bankförsäkringsbolaget arbetar mycket med fysiska kundmöten och att där skapa förtroende och bygga en relation genom lokal närvaro. Bankförsäkringsbolaget arbetar mycket med fysiska kundmöten och att där skapa förtroende och bygga en relation genom den personliga kontakten. Vidare har vi sett att kunder tenderar att utveckla en starkare relation till en specifik rådgivare än till banken som varumärke och att kunder

Place, publisher, year, edition, pages
2018.
Keywords [en]
relationship marketing, financial services, customer relationships, service marketing
Keywords [sv]
Relationsmarknadsföring, kundrelationer, tjänstesektorn, bankmarknaden, service marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-27967OAI: oai:DiVA.org:du-27967DiVA, id: diva2:1221511
Available from: 2018-06-20 Created: 2018-06-20

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