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Can money buy loyalty?: A case study about the retention of loyalty in the cash management industry.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2021 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Date:                     02-06-2021

Level:                    Master thesis in Business Administration, 15cr    

Institution:           School of Business, Society and Engineering, Mälardalen University

Authors:                Jonathan Lindgren           Jonathan Vahlkvist                                                                        (23/03/95)                       (20/12/97)

Title:                     Can money buy loyalty? A Case Study about the Retention of Loyalty in the Cash Management Industry

Tutor:                    Konstantin Lampou         

Keywords:             Digitalization; loyalty; trust; commitment; brand communication

Research question:  How do B2B firms retain brand loyalty when a new service is offered?

Purpose:                The study aims to contribute with knowledge on how B2B firms change their brand communication to retain brand loyalty when their market goes digital.           

Method:                 This case study was conducted with a qualitative approach by performing semi-structured interviews. The data were analyzed with the use of thematic analysis.      

Conclusion:            To retain brand loyalty when a new service is offered, firms could take the path of Loomis and Loomis Pay. Their way of transforming from an analog firm to a digital one is to separate the brands from each other and focus more on the modernity and digital aspects of the new service. However, it is essential to use the existing customer base and connect the new services with their core business.

Place, publisher, year, edition, pages
2021. , p. 56
Keywords [en]
digitalization, loyalty, trust, commitment, brand communication, cash management
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-54378OAI: oai:DiVA.org:mdh-54378DiVA, id: diva2:1559749
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Available from: 2021-06-12 Created: 2021-06-02 Last updated: 2021-06-12Bibliographically approved

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