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Jag är Handelsbanken: En fallstudie om Handelsbankens interna marknadsföring
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Bakgrund:

Det diskuteras ideligen kring de fyra storbankerna i media angående trender och framtidsutsikter. I Sverige är utbudet av banker stort, trots det skiljer de sig inte mycket åt gentemot kunder. Företag arbetar ständigt med att positionera varumärket gentemot kunder, dock skall inte den interna marknadsföringen bortses. Företagsledningen kommunicerar internt med att förmedla värderingar samt visioner vilket motiverar de anställda.

Syfte:

Syftet med uppsatsen är att utreda och analysera Handelsbankens interna markandsföring samt integrationen av varumärket i organisationen för att sedan analysera effekterna utav det. Resultaten ur intervjuerna kommer att analyseras med hjälp av teorier. 

Metod:

En kvalitativ fallstudie med abduktion som forskningsansats. De empirska data har insamlats genom sex stycken semi-strukturerade intervjuer. Samtliga respondenter var från Handelsbanken varav tre arbetar som frontpersonal samt tre chefer. Hermeneutik var en central metod för att tolka teorier samt respondenternas svar.

Slutsats:

I studien har vi kommit fram till att den interna marknadsföringen har en betydande roll gällande att kommunicera värderingar, visioner och organisationskultur. Detta bidrar till att frontpersonalen blir motiverade, stimulerade och engagerade i det vardagliga arbetet. Vi har identifierat ett samband med den interna marknadsföringen till att frontpersonalen är förberedda inför kundmötet. De kan uppfylla kundens förväntningar vilket leder till högre kundnöjdhet. 

Abstract [en]

Background:

It is continually discussed about the four major banks in media regarding trends and prospects. In Sweden there is a wide selection of banks, despite that they do not differ greatly towards customers. Banks are constantly working to positioning the brand to customers, however, they should not disregard the internal marketing. The management communicates internally to convey values and visions which motivates the employees.

Purpose:

The purpose of this paper is to investigate and analyze the internal marketing of Handelsbanken, and the integration of brand values in the organization to then analyze the outcoming effects. The results from the interviews will be analyzed using theories.

Method:

A qualitative case study with abductive research approach. The empirical data has been collected through six semi-structured interviews. All respondents were from Handelsbanken, three of them work as frontline staff and three as managers. Hermeneutics was a central method of interpreting theories as well as respondents' answers.

Conclusion:

The conclusions from our study are that internal marketing plays a significant role regarding communicating values, visions and organizational culture. This helps to motivate, stimulate and engage the frontline staff in their everyday work. We have identified a connection between the internal marketing and frontline staff, the management need to prepare them with values and necessary information before they face customers. They can therefor meet customer expectations which results in higher customer satisfaction. 

Place, publisher, year, edition, pages
2015.
Keyword [en]
Internal marketing, internal branding, organizational culture, frontline staff, Customer satisfaction, internal communication, Handelsbanken
Keyword [sv]
Intern marknadsföring, intern kommunikation, internal branding, organisationskultur, frontpersonal, kundnöjdhet, Handelsbanken
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-39817OAI: oai:DiVA.org:lnu-39817DiVA: diva2:787307
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2015-02-12 Created: 2015-02-09 Last updated: 2015-02-12Bibliographically approved

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