mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Banken som bygger relationer: En studie om hur SEB ökar antalet lojala kunder
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Problem: På dagens marknad finns det flera olika bankaktörer som konkurrerar om kunderna, vilket även gör att det blir större konkurrens mellan bankerna. Vad är det som tilltalar en kund att stanna kvar hos en bank och bli lojal mot den? SEB bör öka sin kundlojalitet, men själva innebörden av ordet kundlojalitet kan betyda olika saker för olika individer, vilket kan bli problematiskt i SEB:s kommunikation till kunderna.

Syfte: Syftet är att undersöka hur SEB omvandlar kundlojalitet till att skapa och utveckla långsiktiga relationer i sitt dagliga arbete.

Metod: Den metod som användes till denna studie var av kvalitativ karaktär, då författarna använde sig av intervjuer på anställda inom organisationen. Genom dessa intervjuer insamlades information till studiens empiri, som sedan analyserades tillsammans med den teori som presenterats i studien.

Slutsats: Det kan vara lätt att få den uppfattningen att Relationsmarknadsföring (RM) är svart eller vit. Att antingen har ett företag lojala kunder eller så har dem de inte. Istället visar det sig att det finns ett brett spektrum av olika nyanser eller nivåer när det gäller kontakt och kommunikation med kunder. Att kunna anpassa sig utefter kundens individuella behov och situation och leva upp till olika förväntningar, kan vara en god väg till att en kund stannar kvar hos företaget. En lojal kund.

Abstract [en]

Problem: In today’s market, there are several different bank operators competing for customers, including making it more and more competition between banks. What is it that appeals to a customer to stay with a bank and be loyal to it? SEB should increase its customer loyalty, but the very meaning of the word loyalty can mean different things to different individuals, who can be problematic in SEB: s communications with the customers.  

Purpose: The purpose is to examine how SEB converts customer loyalty to create and develop long term relationships in their daily work.

Method: The methodology used for this study was qualitative in nature; the authors used interviews with employees within the organization. These interviews collected information to the study’s empirical work, and then analyzed with the theory presented in the study.

Conclusions: It can be easy to get the idea that Relationship marketing (RM) is black or white. That either have a company loyal customers or not. Instead, it appears that there is a wide spectrum of different shades or levels of contact and communication with customers. Being able to adapt to the customer´s individual needs and situation and respond to different expectations might be a good way for the customer to stay with the company. A loyal customer.

Place, publisher, year, edition, pages
2011. , 46 p.
Keyword [en]
Customer Loyalty, Relationship Marketing, Marketing, Banking
Keyword [sv]
Kundlojalitet, Relationsmarknadsföring, Marknadsföring, Bank
Identifiers
URN: urn:nbn:se:mdh:diva-12579OAI: oai:DiVA.org:mdh-12579DiVA: diva2:425347
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-27 Created: 2011-06-21 Last updated: 2011-06-27Bibliographically approved

Open Access in DiVA

fulltext(524 kB)431 downloads
File information
File name FULLTEXT01.pdfFile size 524 kBChecksum SHA-512
73a5cc052830fa56802750e474eb0832c608cfb6a1e9a6f6304edfe4b3226f7daee4bce11488b80833a9b168d774c97070f11abb9a76ac8c9cf8da3b0f003c0f
Type fulltextMimetype application/pdf

By organisation
School of Sustainable Development of Society and Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 431 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 483 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf