Can money buy loyalty?: A case study about the retention of loyalty in the cash management industry.
2021 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Student 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
Supervisors
Examiners
2021-06-122021-06-022021-06-12Bibliographically approved