Hur bolånerådgivare arbetar för att hålla kunder lojala : En kvalitativ studie om efterköpskänsla, återköpsbeteende och kundlojalitet

Sammanfattning: Harsh competition influence the profit margins of Swedish banks, where mortgages are some of the most profitable products. Unfortunately, mortgages also happen to be the most influential products when it comes to customers’ willingness to switch banks. Currently, the four largest banks in Sweden are losing both customers and mortgage market shares to smaller firms at an increasing rate. One of the big four face greater problems acquiring new credit market shares when compared to its three competitors. In this study, actions taken in order to keep existing customers are central and the bank finding it particularly troublesome to acquire new credit market shares out of the big four is therefore examined. Through a qualitative study, mortgage advisors at the bank in question are asked to explain how they handle theoretical concepts such as post-purchase feelings, repurchase behaviour and customer loyalty in practice. Answers from the interviews are then analysed and compared to existing theory, where the results show that practice is not always executed as expected from a theoretical perspective. The purpose of the study is to better understand how the advisors work with the theoretical concepts, in order to fathom why the customers are leaving. The results show that mortgage advisors at the bank in question worked inconsistently with customer’s post purchase feelings. This was due to the advisors having free reins over how to process their own customer base with a lack of system support. Consequently, some of the advisors worked with direct post purchase activities whilst some did not get in touch with their customers at all. In addition, loyalty was an aspect that customers often thought to be of great importance for the bank. However, loyalty was not a determining factor in the calculations made by the advisors in order to present the customers with interest offers. Though it could be of some importance for the small mandate every advisor had over the final interest discount, where satisfaction with a customer could grant a more generous proposition.