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  • 1.
    Hjelting, Emma
    et al.
    Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
    Kämäräinen, Simon
    Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
    Bankmarknadens kundlojalitet ur ett B2B perspektiv - Med fokus på småföretag2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study is to investigate the relationship between customer loyalty and satisfaction and switching costs from a B2B perspective, focusing on small businesses. The study also aims to see the link between satisfaction and perceived quality, also from a B2B perspective, focusing on small businesses. From the purpose of this study, following problem has been defined. 

    How is the small enterprises loyalty to the bank affected by their satisfaction? How is the small enterprises loyalty to the bank affected by the switching costs? How is the small enterprises satisfaction by their Perceived Quality? 

    The theoretical reference frame is based on previous research and includes the keywords perceived quality, satisfaction, customer loyalty and switching costs. The keywords are discussed both from a B2C perspective, but primarily based B2B perspective. This study is based on a qualitative design. In this study you will find both primary and secondary sources. The primary sources consist of ten respondents who all own a small business. The secondary sources consist primarily of journal articles but also some textbooks have been used. The section empirical study is a summary of the interviews made for this study. Included in this section is empirical evidence that is relevant to this study. After previous research and empirical data have been collected, the results have been compared with each other. Which have led to the conclusions of the study. In this study, we concluded that there is some relationship between satisfaction and loyalty, we can see tendencies for those customers who feel that they are satisfied with those who are loyal to the bank, both physically mentally. We also see a connection between switching costs and customer loyalty. Where the switching costs to some extent contributes to customer loyalty. In addition, we see a strong connection between satisfaction and perceived quality. Based on our study, we cannot reach any conclusions about which of the factors perceived quality and satisfaction that first being fulfilled and thus generates the second factor. 

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