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Den mobila bankkunden: En kvalitativ studie om kundrelationer och värdeskapande inom den svenska banksektorn.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The mobile bank customer : A qualitative study about customer relations and value creation in the Swedish banking sector. (English)
Abstract [sv]

Titel: Den mobila bankkunden - En kvalitativ studie om kundrelationer och värdeskapande inom den svenska banksektorn. 

Syfte: Syftet med denna studie är att undersöka hur svenska storbanker arbetar med kundrelationer. Detta för att vi vill få kunskap om hur relationer har förändrats i och med digitalisering inom banksektorn samt för att kunna förstå hur banken måste anpassa sig och skapa värde för dagens mobila kund. 

Forskningsfrågor: Hur upprätthåller banker relationen till den mobila kunden? Hur arbetar banker med att skapa värde för den mobila kunden? 

Metod: En induktiv ansats har tillämpats i denna studie och genom kvalitativa semistrukturerade intervjuer har empiri samlats in. Ett hermeneutiskt synsätt har legat till grund för uppsatsen, för att vi vill förstå samt tolka hur banker upprätthåller kundrelationer och skapa värde för sina kunder. 

Slutsats: Vi fann i vår studie att oavsett hur samhället påverkas av digitaliseringen är det allra viktigaste för bankerna att ha kunden i fokus. Kunden är en medverkande aktör i tjänsten och det centrala är kundens nöjdhet samt bekvämlighet i tjänsten. Kundens värde skapas genom att banken bidrar med trygghet, tillit, omtanke, kommunikation och utveckling. 

Abstract [en]

Title:The mobile bank customer - A qualitative study about customer relations and value creation in the Swedish banking sector. 

Purpose: The purpose of this research is to investigate the relationships between large commercial banks and their customers in Sweden. This will allow us to examine the changes that have occurred as a result of the digitalization of commercial banking. In addition, it will give an insight into how banks can adapt and be of value for today’s increasingly mobile customer. 

Research questions: How do commercial banks maintain relations with their increasingly mobile customers? How do banks try to make value for their mobile customers? 

Method:An inductive approach has been applied in this study, and through qualitative semi structured interviews data has been gathered. A hermeneutical approach has given rise to the study, since we want to understand and depict how banks maintain customer relations and create value for their customers.

Conclusion: No matter how society is affected by digitalization, we found that it is very important for the banks to focus on the customer. The customer is a participant in the service and the central focus is the customer's satisfaction and convenience in the service. The customer's value is created by the bank contributing with security, trust, consideration, communication and development. 

Place, publisher, year, edition, pages
2018. , p. 59
Keywords [en]
Mobile customer, digitalization, customer relations, value, co-creation, Swedish banks.
Keywords [sv]
Mobila kunden, digitaliseringen, kundrelationer, värdeskapande, kundens medverkan, svenska storbanker.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75056OAI: oai:DiVA.org:lnu-75056DiVA, id: diva2:1213684
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Presentation
2018-05-30, Ekonomihögskolan, Kalmar Nyckel, Kalmar, 11:07 (Swedish)
Supervisors
Examiners
Available from: 2018-06-07 Created: 2018-06-05 Last updated: 2018-06-07Bibliographically approved

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Amanda Öberg Alicia Englund(1434 kB)34 downloads
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CiteExportLink to record
Permanent link

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