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Are students of today tomorrows profitable customers? -­‐ A case studie on students as a targeted group within the banking industry
KTH, School of Architecture and the Built Environment (ABE), Real Estate and Construction Management.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Är dagens studenter morgondagens lönsamma bankkunder? -­‐ En fallstudie om studenter som målgrupp inom banksektorn (Swedish)
Abstract [en]

The fact that many banks today target students with concessional deals is no news.

Students are a coveted group at the financial institutions, above all because they will most likely have a secure and well paid occupancy after they have finished their studies. This study will show the importance of banks attracting the students as customers and that the students will continue being customers even after having finalised their studies. It will also show that the banks market themselves towards the students as if students were a homogenous group as well as proving the benefits of calculating a student’s Customer Lifetime Value (CLV). The study is based on research articles within the subject, one interview with the CEO at one of the banks in Sweden and two surveys that were sent out to 10 000 people that are either part of a current student deal at a bank or has been. The result shows that the bank will increase its long-­‐term profitability if it has more students in the customer base. Given that the students remain as customers of the bank after their studies are finished. The results also show the significance of dividing the group "students" based on chosen variables depending on the banks objective and CLV. From this it is concluded that it is less expensive reaching out to the academic

meritorious customers in an early stage then to obtain these customers hindsight.

Abstract [sv]

Att många banker riktar sig mot studenter med förmånliga erbjudanden är ingen nyhet.

Studenter  är  en  eftertraktad  målgrupp  hos  de  finansiella  institutionerna,  framför  allt

eftersom chansen är stor att studenter efter studierna kommer att få välbetalda jobb. Den  här  studien  kommer  att  visa  vikten  av  att  banker  attraherar  studenter  som bankkunder och att studenter fortsätter att vara bankkunder efter avslutade studier. Den kommer även visa att banker marknadsför sig mot alla studenter som en homogen målgrupp, samt fördelarna med att räkna ut en students Customer Lifetime Value (CLV). Underlaget till studien är forskningsartiklar och rapporter inom ämnet, en intervju med en VD för en svensk bank och två enkäter som skickats ut till 10 000 personer som antingen är med i ett studenterbjudande hos en bank eller har varit det. Resultaten visar att  banker  skulle  öka  sin  långsiktiga  lönsamhet  om  de  hade  fler  studenter  som bankkunder, förutsatt att de stannar kvar som kunder efter avslutade studier. Resultatet visar även  betydelsen av  att  dela upp  studenterna i  mindre delsegment efter valda variabler beroende på bankens målsättning och CLV. Utifrån detta dras slutsatsen att det är mindre kostsamt att nå ut till de akademiskt meriterade kunderna i ett tidigt skede än

att erhålla dessa kunder i efterhand.

Place, publisher, year, edition, pages
Keyword [en]
Student, Bank, Segment, Lifetime Value
National Category
Engineering and Technology
URN: urn:nbn:se:kth:diva-152596OAI: diva2:750506
Available from: 2014-09-29 Created: 2014-09-29 Last updated: 2014-09-29Bibliographically approved

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