Nischbankernas hantering av digitala kundrelationer : En studie om hur banker arbetar för att upprätthålla kundrelationer i samband med digitaliseringen och dess påverkan på kundlojalitet och förtroende

Sammanfattning: Banks face new challenges and opportunities after the digitization. In conjunction with increased degree of automation and reduced human interaction, the conditions for banks deteriorate to retain loyal customers. The main purpose of the essay is to investigate the banks' strategies regarding managing digital customer relations and maintaining customer loyalty and trust. The study is limited to comparing seven banks that are completely digital and these are Avanza Bank, Skandiabanken, SBAB, Ikano Bank, Nordnet, Länsförsäkringar Bank and ICA Bank. Through a triangulation of methods with quantitative data and semistructured interviews, the study has shown the new challenges and opportunities of digitalization and how banks will handle them properly. Furthermore, the result shows that banks need to constantly develop the management of digital relationships and change their traditional organizational structures to foster innovation. The focus of digital banks should be to customize and create an interface to handle the trend of open banking and constantly changeable customer needs, and also to offer customers a human contact area as guidance through the customer’s journey to increase customer loyalty and consequently profitability.