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Otrohet bara ett klick bort: en studie om unga bankkunders bytesbeteende
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Eftersom finansiella tjänster är ett kontinuerligt behov under kunders livstid karaktäriseras banker av långsiktiga relationer. Vid ett bankbyte upplever många kunder bytesbarriärer, men forskning visar att unga kunder inte upplever lika stora hinder.  Syftet med denna studie är att undersöka och förklara olika faktorers påverkan på unga kunders benägenhet att byta bank. Denna studie utgår ifrån en kvantitativ metod som baseras på en enkät. Enkäten besvarades av 114 studenter på Högskolan Kristianstad och utgjorde urvalet av unga bankkunder. Studien grundas i teorier som har för avsikt att tydliggöra studiens bakgrund. Konsumentbeteende, kundlojalitet, varumärkeslojalitet och kundlivsvärde är teorier som berör kunders beteende. Teorier inom bytesbeteende och Keaveneys (1995) modell används för att möjliggöra studien. Resultatet och slutsatsen visar att sju av Keaveneys (1995) åtta faktorer har ett positivt samband med unga kunders benägenhet att byta bank. Detta visar att modellen delvis kan förklara unga kunders bytesbeteende. Dock modifieras modellen till fem faktorer, varpå tre stycken är nya sammanslagningar. Faktorerna benämns: personalens uppträdande, misstag och tidsbrist, jämförelse, ofrivilligt byte och konkurrenters potential. Ett bidrag av studien är att etiska problem är den främsta orsaken till unga kunders benägenhet att byta bank. Implikationer är att banker kan använda denna studies resultat för att få en ökad kunskap om unga kunders bytesbenägenhet.  

Abstract [en]

Banks are characterized by long-term relationships since financial services are a continuing need during the customers’ lifetime. Many customers experience switching barriers when switching banks, but research shows that young customers do not experience as large obstacles. The purpose of this study is to explore and explain various factors impact on young customers’ willingness to switch banks. This study is based on a quantitative method based on a survey. The survey was answered by 114 students at Kristianstad University and represented the selection of young customers. The study is based on theories that intend to clarify the study's background. Consumer behavior, customer loyalty, brand loyalty and customer lifetime value are theories that affect customer behavior. Theories on switching behavior and Keaveney’s (1995) model are used to carry out the study. The results and conclusion reveal that seven of Keaveney’s (1995) eight factors have a positive relationship with young customers’ willingness to switch banks. This reveals that the model partially explains young customers' switching behavior. However, the model is modified into five factors, of which three are new mergers. Factors are named: staff behavior, mistakes and lack of time, comparison, involuntary switching and competition. The study concludes that ethical problems are the main critical reason for young customers’ willingness to switch banks. This finding may be of value for banks that can use the results of this study to get a better understanding of young customers' willingness to switch banks.

Place, publisher, year, edition, pages
2016. , 75 p.
Keyword [en]
willingness, young customers, bank, switching behavior
Keyword [sv]
bytesbenägenhet, unga kunder, bank, bytesbeteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-15517OAI: oai:DiVA.org:hkr-15517DiVA: diva2:937008
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2016-06-30 Created: 2016-06-14 Last updated: 2016-06-30Bibliographically approved

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