Inträdes- och utträdesbarriärer : en studie över kunders rörlighet på den privata bankmarknaden

Sammanfattning: The purpose of this thesis is to map out and investigate how the banking sector affects a customer’s willingness to change bank, and what the switching costs are for a customer when making these changes. A case study was performed through qualitative and quantitative questionnaires and interviews. The qualitative part was carried out to create hypotheses. The hypotheses was tested in a quantitative survey to be able to either accepted or rejected these them. When merging the hypotheses with the performed survey the authors came to the conclusion that there are two major switching costs that affect a customer’s willingness to change bank. These two are financial and non-financial costs, the financial cost can appear as good economical conditions provided by the bank and the non-financial cost through the relation between the bank and a customer. Further, the authors have created a tool to be used by a bank in order to achieve a high amount of quality and also in what dimension they have to interact with their customers’ needs in order to keep them loyal and satisfied.