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  • Besnik Tahiri

    Student thesis: Bachelor


    In the highly competitive banking market, it has become more important to develop customer relationships where it is a good way to differentiate themselves from each other. The purpose of the study is to explain and analyze the impact demographic factors have on loyalty.

    In theory there has been a presentation on relationship marketing and its importance in today's society. Afterwards we have based on previous research described independent variables as customer satisfaction, trust, communication, commitment, competence and dependent variable customer loyalty. Since then, a presentation of demographic factors gender, age, income, and culture have been made. These factors have been the basis for the development of our research model. In theory, we have drawn attention to the fact that previous researchers have come to the conclusion that communication is an important variable for both trust and loyalty. Also satisfaction and commitment in their studies have a significant relationship with the loyalty.

    The study has used the deductive approach and based on a positive point of view. The study has been carried out with the help of a quantitative study by survey. These questions have been based on previous research and assigned to 130 students at the Malmo University at two different times.

    The analysis has been made by means of statistical tests in SPSS. Initially the study has analyzed the reliability and it appeared that all of the factors except competence had high reliability. Then we can see that by correlation test trust, satisfaction, commitment, communication has a positive correlation to customer loyalty. The last test was regression analysis which tested the factors which have a significant relationship with customer loyalty. It was found that all the factors except competence had a significant relationship with customer loyalty. Factors were combined into a single variable; customer loyalty. This was done in order to compare how demographic factors affect customer loyalty among students. The result was that gender was the only factor that had a significant difference which means that it affects customer loyalty. Culture, age and income had no significant difference. because difference in average was too low to detect an impact on customer loyalty. We could also show that the differences in the mean were small between the different groups with the variable customer loyalty.

    Date of Award2014-Sep-17
    Original languageSwedish
    SupervisorChrister Ekelund (Supervisor) & Timurs Umans (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Social Sciences (5)


    • bank
    • students
    • customer loyalty
    • customer satisfaction
    • trust and relationship marketing.

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