Kundens val av bank för värdepappershandel
: En kvantitativ studie som undersöker bakomliggande faktorer till kundens val av bank för värdepappershandel

Translated title of the thesis: The customer’s choice of bank for securities trading: A quantitative study that examines underlying factors for the customer’s choice of bank for securities trading
  • Ramtin Danosh Hosseini
  • Ali Abid Zeed

Student thesis: Bachelor

Abstract

The interest in trading in securities had increased gradually in recent years among Swedish households. For banks, this means an opportunity to increase revenues, but due to the fact that banks operate in a competitive industry, the banks need to work proactively to meet customer preferences. Previous research has emphasized that the bank’s brand, relative pricing and digital user-friendliness are prominent factors in the customer’s choice of bank in general. In this study, these factors are applied to test their impact on the customer’s choice of bank for securities trading. To test the influence of the factors, a quantitative study was conducted through an internet survey which resulted in empirical from 130 respondents. The results are presented using statistical methods and are thereafter analyzed. The results presented show that the banks’ relative pricing is a determining factor in the customer’s choice of bank for securities trading. However, the results could not show that brand and user-friendliness have a significant impact on the customer’s choice of bank for securities trading, which means that the result for this study differ from previous research findings for customer’s choice of bank. In order for customers to choose the bank to conduct securities trading, it is a good idea for the banks to work cost-effectively to be able to offer low prices and thus become competitive in securities trading.

Date of Award2021-Aug-23
Original languageSwedish
SupervisorEmil Numminen (Supervisor) & Heléne Tjärnemo (Examiner)

Educational program

  • Degree of Bachelor of Science in Business and Economics

Courses and Subjects

  • Banking and financing

University credits

  • 15 HE credits

Swedish Standard Keywords

  • Business Administration (50202)

Keywords

  • retail investor
  • banking
  • digitalization
  • securities trading
  • customer choice
  • brand
  • ease of use
  • price

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