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Vart tog det lokala bankkontoret vägen?: En kvalitativ fallstudie på svenska storbankers förändrade kundhanteringsprocesser under Covid-19-pandemin
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Under Covid-19-pandemin har svenska storbanker tvingats digitalisera en stor del av sina verksamheter, för att klara av kundernas förändrade behov. I denna studie undersöks hur svenska storbanker har förändrat sina kundorienterade processer under pandemin. Fokus har lagts på hur bankerna har arbetat för att behålla kundlojaliteten digitalt. En kvalitativ fallstudie på Sveriges storbanker har genomförts för att få ett djupgående svar på hur deras kundhanteringsprocesser för att upprätthålla kundlojalitet har förändrats, till följd den påskyndande digitaliseringen under pandemin. Utifrån resultatet har Handelsbanken, SEB och Swedbank framför allt anpassat och utvecklat sina erbjudanden till kundernas förändrade behov, där ett stort fokus har legat på att ge personlig digital service, för att inte tappa relationen med kunderna. Anpassningar som skett inom bankerna är nya sätt för kommunikation till kunderna, användning av nya digitala plattformar och interna omställningar.

Abstract [en]

During the Covid-19 pandemic, Swedish banks have been forced to digitize parts of their organizations, to manage the customers' changed needs. This study examines how major Swedish banks have changed their customer-oriented processes during the pandemic. The focus in the study is on how the banks have worked to maintain customer loyalty digitally. A qualitative case study at major Swedish banks has been conducted to get an in-depth answer to how their customer-oriented processes to maintain customer loyalty have changed as a result of the accelerating digitalization during the pandemic. Based on the results, Handelsbanken, SEB and Swedbank have all adapted and developed their offerings to their customers' changing needs, where a major focus at the banks has been on providing personal digital service in order not to lose the relationship with their customers. Adjustments that have taken place within the banks, are new ways of communicating to customers, the use of new digital platforms and internal changes.

Place, publisher, year, edition, pages
2021. , p. 78
Keywords [en]
Customer loyalty, Banks, Trust, Customer Relationship Management, e-CRM, Covid-19, Pandemic, Digitalization, Satisfaction, Relationship marketing, Profitability.
Keywords [sv]
Kundlojalitet, Banker, Förtroende, CRM, e-CRM, Covid-19, Pandemi, Digitalisering, Tillfredsställelse, Relationsmarknadsföring, Lönsamhet.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-45866OAI: oai:DiVA.org:sh-45866DiVA, id: diva2:1570202
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2021-06-22 Created: 2021-06-21 Last updated: 2021-06-22Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • 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