With the increased development of the digitalization, a new generation has emerged. Generation Y as the cohort is named, includes people born from the mid-1980s to the early 2000s. The generation has a significant role in the understanding and development of the society, as they are seen to be the future customers. During the years of 2018-2019, multiple Swedish banks had been guilty to money laundering which did not only threatened the system within the financial sector, but did also influence the public’s view of banks. Previously conducted research has shown that actions taken by banks affects the customer’s loyalty, trust and image. However, there exist an empirical gap regarding the study of the Generation Y’s attitude towards the occurrence of money laundering scandals.
This thesis aimed to study how money laundering scandals affects Generation Y, with a focus on Swedish students. A quantitative questionnaire was conducted with a deductive approach and positivistic research philosophy to examine the purpose of this study.
The findings of the study were based on 82 respondents and showed the student’s loyalty, trust and bank image are affected depending on their bank’s involvement. Results showed that students who did not belong to a participating bank, had a stronger loyalty, trust and more positive image of their bank, in relation to the customers in a bank involved in a scandal.
|Date of Award||2019-Jul-05|
|Supervisor||Anamaria Cociorva (Supervisor) & Emil Numminen (Examiner)|
- Degree of Bachelor of Science in Business and Economics
- 15 HE credits
Swedish Standard Keywords
- Economics and Business (502)
- customer loyalty
- generation y
- crisis management