Relationsmarknadsföring : Hur bankerna ska klara en högre konsumentrörlighet

Sammanfattning: Relationship Marketing - will banks be able to handle higher consumer mobility in the private market? The purpose of this paper is to gain an understanding of the factors that affect customer loyalty to the bank. Consumer mobility will probably increase as a result of political changes and pressures on the private banking market to become more competitive. This study was carried out using semi-structured interviews and were transcribed and analyzed with the help of models and theories centered on relationship marketing. The theories describe loyalty, the customer lifecycle and relationships between customers and organizations. The collected data comes from a representative at Nordea, one of Sweden’s biggest banks, and interviews with four customers of different Swedish banks about their views on their relationship with their own banks. The results show that customers are not engaging with the marketing activities of their respective banks and have little knowledge about their services and the banking sector as a whole. The customers stay with their current banks because they find it tedious to make a switch when there is little to no gain for doing so. Customers use online banking for most of their day to day banking errands but they feel that the physical locations are important for their sense of security and confidence in the bank.