Hur väljer du bank?: En studie om kundens val av bank och kundlojalitet gentemot banken
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Problem formulation: What factors influence the customer’s choice of bank? How is the customer loyalty towards the customer’s current bank?
Purpose: The main purpose is to see what factors are definitive to the customer’s choice of bank and how strong the customer loyalty is towards the bank. It is also interesting to see whether customers who are satisfied with their current bank may still consider switching to something else.
Method: The method is both qualitative and quantitative methods of data collection, with main focus on a quantitative survey. The qualitative part consists of interviews with a smaller focus group to receive a deeper insight of the consumer’s thoughts regarding the main purpose and problem formulations.
Conclusion: The main factor when choosing a bank is recommendations from family or friends. Other factors that also influences the customer’s choice of bank is mortgage, interest rates and great customer service. Many consumers consider themselves to be more loyal than they really are, and demonstrate satisfaction rather than customer loyalty.
Place, publisher, year, edition, pages
2013. , 55 p.
Bank, konsument, kundlojalitet, konsumentköpbeteende, kundens val av bank, kundtillfredsställelse.
IdentifiersURN: urn:nbn:se:sh:diva-19703OAI: oai:DiVA.org:sh-19703DiVA: diva2:647494
Subject / course
UppsokSocial and Behavioural Science, Law
Borg, Erik, Professor
Vigerland, Lars, Högskolelektor