Internet, relation och lojalitet : Best practice för bankmarknaden

Sammanfattning: Course: Business Administration, Master Thesis, Second Level, 30 Credits. Authors: Sara Frännlid and Helena Ramstedt Tutor: Jim Andersén Title: Internet, relationships and loyalty – Best praCtice foR the bankMarket Purpose: The study aims to explain how banks use electronic customer relationship management, eCRM, to create loyal customers. A figure will be created, which will enlighten the factors a bank should focus on when enhancing customer loyalty through the internet. Through interviews with two successful banks is it possible to study how a bank can successfully create loyal customers. Methodology: A qualitative method in terms of semi-structured interviews is used. The empirical results were then analyzed with the theory in order to contribute with a new figure. Theoretical perspective: The theory describes how a bank can create a loyal customer over the Internet. The theory has its output in customer relationship management and how these strategies can be applied to the Internet. Empirical foundation: A study has been made of how two successful banks create loyal customers over the Internet, previous studies in this subject is also used. Conclusion: The primary contribution of this study is a figure, the figure shows which factors are important when a bank wants to create loyal customers over the internet. These factors are: technology, commitment and communication. The bank needs to be imbued with good service to obtain customer loyalty and trust. New in this context is that the study has demonstrated the vital role technology plays on the internet. Keywords: eCRM, loyalty, e-banking, relationship, trust, satisfied customer, Sweden, best practice.