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: en studie om unga bankkunders bytesbeteende

  • Sanna Johnsson
  • Malin Ring

    Student thesis: Bachelor


    Banks are characterized by long-term relationships since financial services are a continuing need during the customers’ lifetime. Many customers experience switching barriers when switching banks, but research shows that young customers do not experience as large obstacles. The purpose of this study is to explore and explain various factors impact on young customers’ willingness to switch banks. This study is based on a quantitative method based on a survey. The survey was answered by 114 students at Kristianstad University and represented the selection of young customers. The study is based on theories that intend to clarify the study's background. Consumer behavior, customer loyalty, brand loyalty and customer lifetime value are theories that affect customer behavior. Theories on switching behavior and Keaveney’s (1995) model are used to carry out the study. The results and conclusion reveal that seven of Keaveney’s (1995) eight factors have a positive relationship with young customers’ willingness to switch banks. This reveals that the model partially explains young customers' switching behavior. However, the model is modified into five factors, of which three are new mergers. Factors are named: staff behavior, mistakes and lack of time, comparison, involuntary switching and competition. The study concludes that ethical problems are the main critical reason for young customers’ willingness to switch banks. This finding may be of value for banks that can use the results of this study to get a better understanding of young customers' willingness to switch banks.

    Date of Award2016-Jun-30
    Original languageSwedish
    SupervisorKarin Alm (Supervisor) & Sven-Olof Collin (Examiner)

    Educational program

    • Degree of Bachelor of Science in Business and Economics

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Business Administration (50202)


    • willingness
    • young customers
    • bank
    • switching behavior

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