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Customer Loyalty in an Internet Banking Context
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2005 (English)Independent thesis Advanced level (degree of Magister), 10 points / 15 hpStudent thesis
Abstract [en]

The importance of Internet in banking increases as more people use Internet as their main channel in contacts with their bank. This poses both possibilities and threats to the bank and having loyal customers become more important. To enhance our understanding of customer loyalty in an Internet banking context we have made interviews and constructed a questionnaire, based on a theoretical ground consisting of loyalty and some concepts related to loyalty. The respondent rate was low, but we still mean that we can outline some tendencies on customer loyalty through this material.

During this research we have come to the conclusion that a deep understanding of the concepts constructing loyalty and cross-analyses of these, are inevitable for the understanding of how loyalty develops. We have found differences in attitudes and behaviour among customers depending on what communication channels they use, and the interviewed bank is also convinced that Internet should be used as a complementary channel to branch banking. Most customers are as a whole quite satisfied with their bank and intend to stay with it, but we have also found spurious customers that consider leaving despite feeling satisfied and recommending their bank to friends.

Place, publisher, year, edition, pages
Huddinge: Institutionen för ekonomi och företagande , 2005.
Keywords [sv]
företagsekonomi, bank
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-354OAI: oai:DiVA.org:sh-354DiVA, id: diva2:16045
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2005-09-19 Created: 2005-09-19

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14db881cafdf15ba3a9ca50a42367ce1068a2f6da1a4c564aff26230374d1990ba1c8f79
Type fulltextMimetype application/pdf

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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
  • 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