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Telecom MBA project

Telecom MBA project

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Published by d4deepan

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Published by: d4deepan on Jun 15, 2012
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Kristianstad University January 2004Department of Business StudiesBachelor of Science in International BusinessFEC 685
The Creation of Customer Loyalty
- A Qualitative Research of the Bank Sector 
Christer Ekelund
Daniel JacobsenViveca Fjelkner 
Magnus OlssonAndreas Sjövall
The purpose of this dissertation is to find out which parameters servicecompanies are using in order to create customer satisfaction and customer loyalty. Theories that we have chosen to consider deal with relationshipmarketing, service quality, different types of loyalty, customer value, customer loyalty, customer satisfaction, loyalty programs, customer clubs, monetary benefits and social bonds. From parts of these theories we have created a modelthat we claim show how companies in the service sector create satisfied andloyal customers. To test our model in reality we conducted a case study withthree companies in the bank sector. After the case study we refined our modelso it better reflects reality. Our findings are that the parameter called social bonds has a significant importance for the companies we have studied.Monetary benefits and loyalty programs are other factors that the companiesuse to create satisfied and loyal customers. None of the companies we havestudied use customer clubs as a parameter to create satisfied and loyalcustomers. More research has to be done and some suggestions for this will begiven.
This dissertation was written during the autumn of 2003 and is a part of aBachelor’s degree in International Business at Kristianstad Business School.Firstly, we would like to give thanks to our interviewees who have let usinterview them personally, Lars Frank at Färs & Frosta Sparbank, MikaelRubin at Handelsbanken and Lars Persson at Skånes Provinsbank.Secondly, Christer Ekelund for guidance throughout this dissertation.Last, we would like to give our special appreciation to Viveca Fjelkner for thelinguistic guidance.Kristianstad January, 2004Daniel Jacobsen Magnus Olsson Andreas Sjövall

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