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Kundlojalitet: en studie om vilken påverkan de demografiska aspekterna har på kundens lojalitet mot sin bank.
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In Sweden today almost all people are connected to a bank in some way. It can range from loans, savings, shares, etc. They have a current account where salaries, student aid etc. is paid. Due to the large selection of banks, it has become more important for banks to be competitive in their services to their customers so they don’t change bank. This has led to that more and more banks are trying to get their customers to be more loyal to the bank by being more competitive. Loyalty is the result of several interrelated factors such as customer satisfaction and service. This leads to the purpose of this study to investigate if the demographic aspects have any influence on loyalty.

Through a questionnaire survey, this study examined whether there is an influence of the demographic aspects on loyalty. The questionnaire consisted of questions based on previous research. It was distributed to people in Kristianstad on three different locations. Overall response rate to the questionnaires distributed gave us a participation of 110 respondents. The results were then statistically processed in order to test if there is a significant difference in loyalty within the various demographic aspects.

According to this study, we could not find any differences in the demographic aspects. However, we were able to find small differences in the mean values ​​between the different groups in the demographic aspects

Abstract [sv]

I dagens Sverige är i stort sett alla personer på något sätt kopplade till en bank. Det kan vara alltifrån lån, sparande, aktier m.m. Nästan alla personer i dagens Sverige har ett transaktionskonto dit lön, studiemedel m.m. utbetalas. På grund utav det stora utbudet av banker har det blivit viktigare för bankerna att vara konkurrenskraftiga i sina tjänster till sina kunder så att de inte byter bank. Detta har medfört att fler och fler banker satsar mycket resurser på att få sina kunder att bli lojala mot banken. Lojalitet är resultatet utav flera sammanhängande faktorer som exempelvis kundnöjdhet och service. Detta leder till uppsatsens syfte att undersöka ifall de demografiska aspekterna har påverkan på lojalitet.

Genom en enkätundersökning har denna studie undersökt ifall det finns en påverkan av de demografiska aspekterna på lojalitet. Enkäten bestod av frågor som grundar sig på tidigare forskning. Den delades ut till personer i Kristianstad vid tre olika tillfällen. Totala svarsfrekvensen på de utdelade enkäterna gav oss ett deltagande på 110 respondenter. Resultaten har sedan bearbetats statistiskt för att testa ifall det råder signifikanta skillnader på lojalitet inom de olika demografiska aspekterna.

Enligt denna studie kunde vi inte påvisa några skillnader inom dem demografiska aspekterna. Däremot kunde vi urskilja små skillnader i medelvärdena mellan de olika grupperna i de demografiska aspekterna.

Place, publisher, year, edition, pages
2013. , 66 p.
Keyword [en]
online loyalty, customer loyalty, customer satisfaction, customer’s relationship, commitment, trust
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-11008OAI: oai:DiVA.org:hkr-11008DiVA: diva2:643324
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2013-08-28 Created: 2013-08-27 Last updated: 2013-08-28Bibliographically approved

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