En flermetodsstudie av bankkunders upplevelse : A multi-method study about bankcustomers experience

• Main Authors: Fallgren, Kristoffer, Alm, Clara
• Format: Others
• Language: Swedish
• Published: 2019
• Subjects: Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75446

Decentralized banks advocates accessibility for their customers which will lead to strong long-term relationships. Centralized banks choose to reduce their physical services, shut down bank offices and aims for accessibility through digital channels. The customers' experience of this is reflected through the essay from a survey conducted of the customers' journey when using the bank's services. Thus, a perception of the banks' business models can be compared. The purpose of this essay is to study how banks with physical accessibility, i.e. decentralized banks have developed their service process, so a comparison can be made with how their costumers experience the very same process. The purpose is also to investigate how the effects of the different business models affect the costumers’ perceived experience regarding local, staff and app. To reach the purpose a multi-method study is used, in form of qualitative and quantitative method. The qualitative method is used to make semi structured interviews with two employees in a decentralized bank. This to finalize the service process but also to identify key touch point in the costumer journey. To evaluate the customers’ experiences a quantitative method is used consisting of a survey. The questions are based on the touch points localized in the interviews. The survey aims to answer how bank costumers of decentralized banks experience the service process, and also to narrate potential differences between the customers’ experience depending on which bank they belong to. Based on the empirical material collected, an analyze of the data generates in the fulfillment of the thesis’ purpose.  The result in the essay points out that there are differences in customer experience depending on which bank they belong to, thus a physical available bank or a bank that aims more for digital availability. Customers in decentralized banks shows a higher customer satisfaction and a better experience of the banks' personnel than that of centralized banks. A discussion is brought up whether or not this depends on their physical availability, where the banks physical presence could lead to an improvement of customer experience. The essays result also shows that costumers in decentralized banks experience the service process as the decentralized banks want it to be.