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Upprättandet av kundrelationer med minskad fysisk närvaro: En kvalitativ studie om Danske Bank
Södertörn University, School of Business Studies.
Södertörn University, School of Business Studies.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Vi har gjort en kvalitativ undersökning av hur en bank på den svenska marknaden

upprätthåller kundrelationer via en Internetbaserad distributionskanal. Vi har utfört en intervju

med Danske Banks Head of Channels Daniel Wahlström för att insamla primärdata för att

undersöka och analysera vilka faktorer som är essentiella för att upprätthålla kundrelationer

vid en fysisk distansering från kund.

Analys av primärdata har skett utifrån utvalda relevanta teorier och perspektiv som behandlar

kundrelationer, tjänstekvalitet, kundlojalitet, kundupplevt värde, e-lojalitet samt Customer

Relationship Management.

Resultatet av studien visar att banken har ett väl fungerande arbete med kundrelationer och

sitt CRM-system utifrån de teorier som studien har baserat sig på. Alltjämt försöker banken

anpassa sig efter distanseringen från det fysiska bankkontoret till en Internetbaserad kanal där

tjänsten också har utvecklats jämsmed kund. Dock kvarstår en del emotionella utmaningar i

arbetet med en personlig relation med kund i denna kanal.

Abstract [en]

We have made a qualitative study of how a bank in the Swedish banking market, maintain customer relationships through an Internet-based distribution channel. We conducted an interview with Danske Bank's Head of Channels Daniel Wahlström to collect primary data to examine and analyze the factors that are essential to maintain customer relationships in aphysical distancing from the customer.

Analysis of primary data have been selected on the basis of relevant theories and perspectives that addresses customer relations, service quality, customer loyalty, customer perceived value,e-loyalty and customer relationship management.

The results of this study show that the bank works successfully with customer relationships and its CRM system based on the theories in which the study is based on. Although the bankis still trying to adapt to the distancing from the physical branch office to an Internet-based channel in which the service has also developed along the customer. However, there remain some emotional challenges in a personal relationship with the customer in this channel.

Place, publisher, year, edition, pages
2012. , 73 p.
Keyword [en]
Customer relationships, loyalty, e-loyalty, CRM, e-CRM, service quality, customer perceived value.
Keyword [sv]
Kundrelationer, lojalitet, e-lojalitet, CRM, e-CRM, tjänstekvalitet, kundupplevt värde.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-16947OAI: oai:DiVA.org:sh-16947DiVA: diva2:546279
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-08-23 Created: 2012-08-23 Last updated: 2012-08-23Bibliographically approved

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CiteExportLink to record
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