Marknadsföring av finansiellatjänster : En kvalitativ studie om fyra fintechbolag

Detta är en Kandidat-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF)

Sammanfattning: This study is written from a business perspective and deals with four fintech companies' use of relationship marketing. The focus is on companies within savings and pensions. The study follows a qualitative research method. This gives the opportunity to investigate whether a certain theory is followed in practice. A qualitative research method works well with an inductive approach, which has been used in combination with some deductive elements. Data has mainly been collected through four semi-structured interviews with respondents from the chosen fintech companies. Analysis of collected empirical data shows that the companies in the study are very keen on getting loyal customers. Creating long-term relationships and maintaining existing relationships result in lower costs. Trust is of vital important in the finance industry for the customer relationship. The fintech companies build relationships through organic marketing or varying degrees of paid partnerships with affiliates. Word-of-mouth and content marketing are important parts of the equation, regardless whether they are used organically or not. In the way of sustainable customer relations is the perception that finance and savings are regarded as rather boring by potential customers. Another obstacle is the difficulty of building customer trust.

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