Change search
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • text
  • asciidoc
  • rtf
Banks' Counteractions against Customers' Online Criticism
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Title:             Banks’ Counteractions against Customers’ Online Criticism

Date:             June 5, 2012

Institution:   School of sustainable development of society and technology, Mälardalen University

Level:           Bachelor thesis in business administration, 15 ECTS

Authors:       Sara Pierre and Johanna Russo               

Tutor:           Carl G. Thunman

Keywords:   Banks, social media, dissatisfaction, complaints, customer behavior, sCRM, and e-WOM

Purpose:       The purpose of this thesis is to describe and analyze how, where and why customers criticize the banking sector through online platforms, how the banks choose to defend themselves and counter this criticism, and to what extent these complaints may proliferate if not dealt with. The thesis will result in recommendations and suggestions for complaint management.

Method:       In order for the thesis to capture the entire environment of online complaints, it has been conducted both from the banks’ and the customers’ perspective. Gathered information and cases as well as two interviews have been used for fulfilling the purpose of the thesis. Once studied, these sources have been analyzed and finally, conclusions and recommendations have been made based on the analysis.

Conclusions:   Customer electronic word-of-mouth is publicly displayed on the most commonly used social platforms. In order to avoid unnecessary proliferation of customer complaints, companies ought to implement social customer relationship management strategies aimed towards fulfilling customer needs as well as company objectives. Complaints spread through social media can easily spiral out of hand as a result of the enormous amount of worldwide Internet users that can access the information, and for this reason, banks need to counter these complaints before they become unmanageable.

Place, publisher, year, edition, pages
2012. , 45 p.
Keyword [en]
Bank, customer behavior, social media, dissatisfaction, online complaints, e-WOM, sCRM
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-14774OAI: oai:DiVA.org:mdh-14774DiVA: diva2:534892
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-29 Created: 2012-06-18 Last updated: 2012-06-29Bibliographically approved

Open Access in DiVA

Pierre_Russo(978 kB)891 downloads
File information
File name FULLTEXT01.pdfFile size 978 kBChecksum SHA-512
4a3df4dd20b7e059f6c1a0acb9ebfb9b5bc857c7672b547ff231a83eec772958619c75cb2b186b46e8ec4f98024f98cd7acfe649b21d9ba5def7aef2fc5b5b24
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Russo, JohannaPierre, Sara
By organisation
School of Sustainable Development of Society and Technology
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 891 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1284 hits
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • text
  • asciidoc
  • rtf