Our purpose of this paper is to seek an understanding of which service quality factors that affects customers in their decision making progress regarding purchasing financial services such as pension products. We also seek to evaluate the different service quality factors by compare their relative strength against each other. The study aim to investigate if there are any connections between customer behavior variables such as gender, age and income in comparison to these service quality factors related to pension products.The findings aim to help a small financial institute such as our case company Plain Capital to understand how their customers experience service quality regarding pension products. In order to find empirical results we conducted a qualitative research as well a quantitative research. The qualitative research employed both a focus group interview with pension savers and an interview with our case company Plain Capital. We were able to identify the service quality factors for pension’s products with help from the focus group interview. The quantitative research employed a visited survey, which measure connections between customer behavior variables such as gender, age and income in comparison to these service quality factors related to pension products. The qualitative endings show that the service quality experience regarding pension products is based on eight service quality factors. The eight service quality factors identified in this study are physical environment, Webb environment, phone environment, financial performance, pension advising, level of individualization, characteristics of financial advisors and level of feedback. The quantitative findings show that characteristics of financial advisors are the one with the highest average out of the eight service quality factors, followed by level of individualization and Webb environment. The hypotheses tests show that there are four significant connections between the eight service quality factors and consumer behavior variables. This study identifies eight service factors that together represent the total service quality for pension products in Sweden. The financial institutions that offer pension products can, by improving these eight service quality factors, increase their customers perceived service quality. The finding of this study shows that small and local companies like our case company Plain Capital should focus on their characteristics of financial advisors to build a long term customer relations, increase their individualization in their offers depending of gender and level of income and finally increase their quality of their Webb environment in order to expand in new geographical locations.

The thesis deals with financial products, which the state supports, whether by the state concessions or tax contributions restricts or even specifies the exact amount of the interest rate on a loan supporting the acquisition of own housing. The thesis is focus on the stimulus, which state uses. How citizens use the aid they receive from the state. The development of these incentives in the past, and an easy overview of what remains for the changes planned. In the practical part is shown, what brings financial products with support to households and what is the impact on their family budget. In a brief overview is included, as people use different products in recent years.