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  • 1.
    Hedström, Stefan
    et al.
    Örebro University, Swedish Business School at Örebro University.
    Zukanovic, Haris
    Örebro University, Swedish Business School at Örebro University.
    Bergslagens Sparbank: en tvärsnittsstudie om kundnöjdhet och kundlojalitet2010Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Today's businesses, whose range of product and services is increasingly being characterized by services, must learn to adapt to this new customer-driven world. Today, customers have wide selection of goods and services which means that companies need to strive extra hard to have satisfied and loyal customers. To have satisfied customers does not automatically mean that these customers are loyal. Customer loyalty is important for the company to work in the long run. The purpose with this research project is to see what conclusions can be drawn on the customer loyalty of Bergslagens Sparbank private customers, in relation to how satisfied they are. We also want to see how we can find the true customer loyalty of Bergslagens Sparbank private customers. By mail questionnaires and interviews interwoven with theoretical research the results have emerged. An abductive reasoning technique used with a combination of quantitative and qualitative methods has enabled the authors to achieve the exploratory purpose of this research project. Bergslagens Sparbank’s private customers are overall satisfied with their bank. However, it has become clear that there are things that the bank can improve. We have also seen the patterns that indicate that there is both true and false loyalty amongst the bank’s private customers. Many of the customers in Bergslagens Sparbank have been with the bank for a long time, most of them for eleven years or longer. Several of them have also stated that the family has always had the same bank, which means that it's a tradition that has passed on to younger generations. This is one of the signs that show how customers are becoming loyal. We show that customer attitudes towards Bergslagens Sparbank are affecting customer loyalty.

    Download full text (pdf)
    Bergslagens Sparbank - en tvärsnittsstudie om kundnöjdhet och kundlojalitet
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