CRM-En fallstudie av Nordea Private Banking
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Title: CRM – A case study of Nordea Private Banking
Autors: David Johansson & Mikael Westin
Advisor: Ulf Aagerup
Level: Bachelor thesis in International marketing, (15 ECTS), Spring 2013.
Keywords: CRM, Relationship marketing, Private Banking
Question: How does Nordea Private Banking work with CRM to get high customer loyalty?
Purpose: Study and to learn how Nordea Private Banking is working to bring in new customers and keep existing customers loyal. We also want to see if Nordea uses additional strategies that goes beyond the theory and what their customer relationship strategy is.
Method: The study has a qualitative research method with an inductive approach. Interviews with leading and skilled profiles at Nordea Private Banking has been interviewed to provide answers to our research question.
Theoretical framework: The chapter starts with theory about what relationship marketing is and what is driving customer loyalty. Thereafter theory that define CRM and its pros and cons are addressed, and finally the chapter describe the implementation phase.
Empirical framework: In the empirical framework we present the qualitative interviews that were done with employees at Nordea Private Banking.
Conclusion: The result from this study shows that Nordea Private Banking uses strategies that are common in theory of CRM to gain high customer loyalty and the use of recommendations from satisfied customers is of a much higher significance in Nordea Private Banking’s case than of what the theory is implying. Nordea Private Banking uses a strategy with high focus on the customers and the importance is within relationship marketing and long lasting relations between the adviser and the customer.
Place, publisher, year, edition, pages
2013. , 55 p.
CRM, Customer relationship management
Media and Communications Economics and Business
IdentifiersURN: urn:nbn:se:hh:diva-23378OAI: oai:DiVA.org:hh-23378DiVA: diva2:642021
Subject / course
2013-05-29, O124, Halmstad, 12:35 (Swedish)
Solberg Soilen, Klaus, Dr