Finansiella rådgivare
: en studie av faktorer som kan påverka en finansiell rådgivare

  • Tung Dang
  • Per Granberg

    Student thesis: Bachelor


    Financial advisors are a profession that is viewed as having a difficult position between their employer and the costumer. This position is a result of the employer wanting the financial advisor to create profitability, meanwhile, the customer on the other hand is looking for advice that is best suited for them. Few studies however, have explored how different financial advisors think and act between these two factors, also professionalism is a factor. We have therefore in this study, created a model that emphasizes key qualities in each factor.

    The purpose of this study is to create a better understanding about how financial advisors are effected by factors from the employer, their professionalism and costumer value.

    The theories used in this study are related to what might affect and explain financial advisor's behavior in their working situation. Agency theory is used to show the difficulty for an advisor in the relationship between clients and employers. The reward system theory is used to explain how employers can control financial advisors.

    The method used to obtain data was first through a preliminary study with two interviews. Then we used a quantitative approach in the form of surveys that were sent to 348 financial advisers. This data was then analyzed in SPSS.

    The conclusion shows that there is a link between advisors with little experience, young age, and to some extent gender to feel pressured by their employer. Experienced financial advisors acted more towards customer value and value their professionalism higher.

    Future research can make a qualitative study about the same subject, but explore it more in detail and examine if there are new factors that can exist in the model. They can also investigate if a qualitative study will result in the same as our study.

    Date of Award2016-Aug-24
    Original languageSwedish
    SupervisorSven-Olof Collin (Supervisor) & Håkan Jankensgård (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)


    • financial advisor
    • customer value
    • employer
    • professionalism
    • agency theory

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