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Greening the Banks - Are the Customers Onboard: A study into the effects of green banking products on Swedish retail banking customers
KTH, School of Industrial Engineering and Management (ITM).
KTH, School of Industrial Engineering and Management (ITM).
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Att Göra Banker Grönare - Är Kunderna med på Förändringen? : En studie om effekten av gröna bankprodukter på svenska bankkunder (Swedish)
Abstract [en]

Increasing climate awareness, the Paris Agreement urging institutions to enable the economic transition toward sustainability and the looming possibility of environmental regulations are challenges facing the banking sector today. This study however chooses to see opportunities in a changing retail banking environment, investigating what green banking products customers want their bank to provide and how the introduction of green banking product might impact customer loyalty. The research was conducted through a mixed-method approach consisting of both quantitative and qualitative elements during the time-period of January to June 2019. 504 individuals engaged in the survey conducted and their answers were both analysed through the development of a customer loyalty framework and with theoretical support from the literature gathered. The results indicated a positive attitude towards green banking products while also not showing a clear preference or desirability for a specific product. Additionally, this study found a positive relationship between the introduction of green banking products and increased customer loyalty. The study concluded that green banking products suggestively have an advantageous position in the evolving financial sector, more specifically in a number of years.

Abstract [sv]

Ökande klimatmedvetenhet, Parisavtalet som uppmuntrar institutioner att möjliggöra en ekonomisk övergång till hållbarhet och hägrande möjligheter till tuffare miljöregler, är utmaningar som banksektorn står inför idag. Denna studie väljer emellertid att se möjligheter i en förändrad bankmiljö, genom att undersöka vilka gröna bankprodukter kunderna vill att deras bank ska tillhandahålla och hur införandet av gröna bank-produkter kan påverka kundlojalitet. Undersökningen genomfördes genom en mixed-method approach som bestod av både kvantitativa och kvalitativa element under perioden januarijuni 2019. 504 personer deltog i undersökningen som genomfördes och deras svar analyserades både genom utvecklingen av ett ramverk för kundlojalitet och med teoretiskt stöd från den samlade litteraturen. Resultaten indikerar en positiv inställning till gröna bankprodukter, men visar inte heller en tydlig preferens eller önskemål om en viss produkt. Dessutom fann denna studie ett positivt förhållande mellan introduktionen av gröna bankprodukter och ökad kundlojalitet. Undersökningen drog slutsatsen att gröna bankprodukter sannolikt har en fördelaktig position inom den utvecklande finanssektorn, mer specifikt inom ett antal år.

Place, publisher, year, edition, pages
2019. , p. 97
Series
TRITA-ITM-EX ; 2019:341
Keywords [en]
Green Banking, Retail Banking, Green Banking Products, Customer Loyalty, Customer Satisfaction, New Service Development, Customer Knowledge, Customer Preferences, Consumer Behavior
Keywords [sv]
Gröna Bankprodukter, Kundlojalitet, Kundnöjdhet, Grön Bank, Banktjänster för Privatpersoner, Ny Serviceutveckling, Kundkunskaper, Kundpreferenser, Konsumentbeteende
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:kth:diva-264107OAI: oai:DiVA.org:kth-264107DiVA, id: diva2:1372051
External cooperation
Santander Consumer Bank
Supervisors
Examiners
Available from: 2019-11-21 Created: 2019-11-21 Last updated: 2019-11-29Bibliographically approved

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