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Kundlojalitet: påverkande faktorer för lojalitet
Kristianstad University, School of Health and Society.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

I den konkurrensutsatta bankmarknaden har det blivit viktigare att utveckla kundrelationerna då det är ett bra sätt att differentiera sig från varandra. Avsikten med studien är att förklara och analysera vilken inverkan demografiska faktorer har på lojalitet.

I teorin har det framförts en presentation på relationsmarknadsföring och dennes betydelse i dagens samhälle. Efteråt har vi utifrån tidigare forskning beskrivit oberoende variabler som kundnöjdhet, förtroende, kommunikation, engagemang, kompetens och beroende variabeln kundlojalitet. Därefter har en presentation av demografiska faktorerna kön, ålder, inkomst och kultur framförts. Dessa faktorer har varit basen för utveckling av vår undersökningsmodell. Utifrån teorin har vi uppmärksammat att tidigare forskare har kommit fram till att kommunikation är en viktig variabel för både förtroendet och lojaliteten. Även nöjdheten och engagemang har i deras undersökningar ett signifikant samband med lojaliteten.

Studien har använt sig av deduktiv ansats och utifrån en positivistisk synvinkel. Studien har genomförts med hjälp av en kvantitativ undersökning genom enkätfrågor. Dessa frågor har baserats på tidigare forskning och tilldelats 130 studenter på Malmö högskola vid två olika tillfällen.

Analysen har framförts genom statistiska tester i SPSS. Inledningsvis analyserades vilken tillförlitlighet studien har och det visade sig att alla faktorer förutom kompetensen hade hög reliabilitet. Därefter kan vi genom korrelationstestet se att förtroende, nöjdhet, engagemang, kommunikation har en positiv korrelation till kundlojalitet. Studiens sista test var regressionsanalys som prövade vilka faktorer som har ett signifikant samband med kundlojaliteten. Det visade sig att alla faktorer förutom kompetens hade ett signifikant samband med kundlojalitet. Faktorerna slogs samman till en gemensam variabel; kundlojalitet. Detta gjordes i syfte att jämföra hur demografiska faktorer påverkar kundlojaliteten hos studenter. Det resultera i att endast kön var den faktor som hade en signifikant skillnad vilket innebär att den påverkar kundlojalitet. Kultur, ålder och inkomst hade ingen signifikant skillnad. Vi kunde även utläsa att skillnaderna i medelvärde var för små mellan de olika grupperna mot variabeln kundlojalitet

Abstract [en]

In the highly competitive banking market, it has become more important to develop customer relationships where it is a good way to differentiate themselves from each other. The purpose of the study is to explain and analyze the impact demographic factors have on loyalty.

In theory there has been a presentation on relationship marketing and its importance in today's society. Afterwards we have based on previous research described independent variables as customer satisfaction, trust, communication, commitment, competence and dependent variable customer loyalty. Since then, a presentation of demographic factors gender, age, income, and culture have been made. These factors have been the basis for the development of our research model. In theory, we have drawn attention to the fact that previous researchers have come to the conclusion that communication is an important variable for both trust and loyalty. Also satisfaction and commitment in their studies have a significant relationship with the loyalty.

The study has used the deductive approach and based on a positive point of view. The study has been carried out with the help of a quantitative study by survey. These questions have been based on previous research and assigned to 130 students at the Malmo University at two different times.

The analysis has been made by means of statistical tests in SPSS. Initially the study has analyzed the reliability and it appeared that all of the factors except competence had high reliability. Then we can see that by correlation test trust, satisfaction, commitment, communication has a positive correlation to customer loyalty. The last test was regression analysis which tested the factors which have a significant relationship with customer loyalty. It was found that all the factors except competence had a significant relationship with customer loyalty. Factors were combined into a single variable; customer loyalty. This was done in order to compare how demographic factors affect customer loyalty among students. The result was that gender was the only factor that had a significant difference which means that it affects customer loyalty. Culture, age and income had no significant difference. because difference in average was too low to detect an impact on customer loyalty. We could also show that the differences in the mean were small between the different groups with the variable customer loyalty.

Place, publisher, year, edition, pages
2014. , 64 p.
Keyword [en]
bank, students, customer loyalty, customer satisfaction, trust and relationship marketing.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hkr:diva-12887OAI: oai:DiVA.org:hkr-12887DiVA: diva2:746637
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2014-09-17 Created: 2014-09-14 Last updated: 2014-10-27Bibliographically approved

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