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Kundrelationer inom banksektorn: Hur svenska storbanker verkar för att säkerställa kontinuitet och lönsamhet inom studentsegmentet
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to investigate how the major swedish banks look upon and promote student profitability as well as long-term relationships within the student segment from a CRM point of view. The study incorporates a qualitative course of action with an abductive research approach which has been carried out by conducting personal and telephone interviews with representatives from three out of the four major swedish banks Nordea, Swedbank and Handelsbanken. Our research finds that the banks appear to regard their relationships with students as long-term investments, but that they simultaneously seem to lack distinctive, clear and procreative strategies for securing these relationships. Furthermore, the development of profitability within the student segment is considered an informal process that does not necessarily need to be computed through the use of quantitative estimates. Also, educational variables does not influence the banks as they segment their customer base and the student-centred offerings within the banking industry is to be deemed as being standardized rather than differentiated.

Place, publisher, year, edition, pages
2013. , 75 p.
Keyword [sv]
Banker, Studenter, Customer Relationship Management (CRM), Customer Aset Management (CAM), Segmentering, Marknadsföring
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-26132OAI: diva2:626099
Subject / course
Business Administration - Marketing; Business Administration - Marketing
Educational program
Marketing Programme, 180 credits; Retail and Service Management Programme, 180 credits
Available from: 2013-06-13 Created: 2013-06-06 Last updated: 2013-06-13Bibliographically approved

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