Word-of-mouth, consumer loyalty and CSR: a case-study of JAK Members Bank
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The powerful usage of the marketing method, word-of-mouth and its correlation with consumer loyalty and corporate social responsibility (CSR) will be examined in this study. A case study of a co-operative bank, JAK Members Bank, will be included to investigate this specific reciprocity. After a conceptualization of the underlying concepts of corporate identity and trust that are a precursor for the discussion of word-of-mouth and consumer loyalty a relationship was observed. A differing usage of the word-of-mouth marketing technique was further noted in the case study, where previous theories on consumers’ underlying incentive demonstrated distinct altruistic motives. A distinct type of consumer loyalty was also identified, adding to the potential of developing further criteria assessing the level of loyalty a consumer portrays. Moreover a conception of CSR being integrated in the core business and a clarification of an established usage of CSR strategies within companies is found to be a necessity in the financial sector.
Place, publisher, year, edition, pages
2013. , 48 p.
IdentifiersURN: urn:nbn:se:sh:diva-19484OAI: oai:DiVA.org:sh-19484DiVA: diva2:639317
Subject / course
UppsokSocial and Behavioural Science, Law
Borg, Erik, Professor
Vigerland, Lars, Högskolelektor