La perception que le client a de sa propre fidélité envers une marque n’a pas été abordée dans la littérature en marketing relationnel. Cette recherche tente de pallier à cette limite de quatre manières : (1) en démontrant que la fidélité perçue peut être approchée comme une Catégorisation de Soi comme client Fidèle (CSF) correspondant à une évaluation subjective de sa similarité (typicalité perçue) à un prototype du client fidèle; (2) en identifiant les attributs du prototype du client fidèle organisés autour de 6 facteurs : Confiance, Continuité, Participation, Information, Identité, Exclusivité - les premières dimensions étant plus fortement représentatives de la fidélité; (3) en démontrant l’influence prépondérante de la CSF sur les attentes du client et ses intentions futures et (4) en démontrant que c’est davantage la CSF que la contribution réelle du client qui détermine la légitimité perçue des bénéfices qu’il reçoit de la part de la marque. L’intégration de la CSF dans la segmentation client apparaît alors comme un levier efficace pour améliorer l’acceptation et ainsi l’efficacité des efforts relationnels. / Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL) corresponding to a subjective evaluation of one’s similarity to a prototyped loyal customer (one’s perceived typicality); (2) identifying the attributes of the prototyped loyal customer organized around six factors: Confidence, Continuity, Information, Participation, Identity, Exclusivity - the first dimensions being more strongly associated to loyalty ; (3) studying the strong influence of CSF on customer expectations and future intentions and (4) demonstrating that it is more the CSF than the true contribution of a customer which determines the perceived legitimacy of benefits received from the brand.The integration of CSF in customer segmentation appears to be as an efficient tool to improve the acceptance and in turn the effectiveness of relationship marketing efforts.

Då stora förändringar skett på den svenska bankmarknaden de senaste 30 åren, dels på grund av den finansiella avregleringen men även som följd av den tekniska utveckligen, har konkurrenssituationen stärkts. Antalet banker som konkurrerar om kunderna har ökat och bankerna måste därför arbeta hårt för att både behålla befintliga samt få nya kunder.Kunderna utsätts regelbundet för marknadsföringskampanjer där de lockas med diverse erbjudanden samt av nya eller utvecklade tjänster. Bankerna försöker finna sätt att tillhandhålla något som kan höja värdet av tjänsten/produkten för kunden.Samtidigt är kunderna på bankmarknaden lojala mot sina banker och förhållandevis få kunder byter bank, oavsett huruvida de är nöjda med den bank de har eller inte. Konkurrensverket gör bedömningen att trots de goda valmöjligheterna för konsumenterna och den starka konkurrensen bland bankerna är konsumentrörligheten väldigt trög i Sverige.Syftet med den här uppsatsen har varit att undersöka vilka preferenser konsumenter värdesätter i valet av sin bank, samt ur ett kundperspektiv beskriva de viktigaste delarna i ett erbjudande. Detta har undersökts genom att kvalitativt datamaterial har samlats in samt analyserats.I undersökningen har vi arbetat utifrån två problemformuleringar som rör vilka betydelsefulla delar som bör ingå i ett bankerbjudande samt vilka kvalitetsfaktorer som är mest betydelsefulla för den enskilda konsumenten. Problemformuleringarna har besvarats utifrån den empiri som samlats in genom kvalitativa intervjuer med nio respondenter.I resultatet kan vi se att endast ett fåtal av respondenterna kan tänka sig att byta bank om de får ett bra erbjudande från en konkurrerande bank. Kunderna värdesätter en hög servicenivå och anser att det är mycket viktigt att kunna ha förtroende samt känna tillit till sin bank.

A brand has to communicate to its customers in a consistent way to achieve a strong position and to distinguish from competitors on today’s market. Many companies operate and offer their products and services on the current market in physical and virtual environments. Therefore the issue to communicate in a consistent appearance within all channels is an increasing challenge. This thesis work studies the matter of how companiesare working with brand consistency in their business in physical and virtual environments. This was done to analyze the consequences of the problem when a brand isinconsistent in its messages to the customer and in its operations. For this work the qualitative research method and a case study have been chosen. The case study includes observations of three physical Stadium stores, located in the centre of Gothenburg, Sweden and Stadium’s website. This was chosen to analyze this matter in real life in both environments. The theoretical framework consists of two main areas: These are branding and relationship marketing, which support this research. Brand includes the theories of brand identity and brand image, and relationship marketing comprises the theories of customer loyalty, brand communities and additional value. These areas have been used throughout the whole work as tools to research the issue of brand consistency. The empirical data has also been recorded according to these areas. As the conclusion, the findings of the thesis work have shown that brand consistency builds an important part in a company’s communication channels. For the case of Stadium it can be stated that it has positive approaches in working with brand consistency but also points out parts that are lacking and indicating inconsistency. / Program: Magisterutbildning i Fashion Management

O setor de serviços, onde os bancos estão inseridos, se caracteriza pelo o uso intenso de recursos humanos, grande heterogeneidade de atividades e simultaneidade entre produção e consumo de produtos/serviços. Este contexto torna bastante complexo e desafiador a proposição de especificações de qualidade que contribuam com o aumento da satisfação e da lealdade dos clientes. Embasado em fundamentação teórica sobre os temas setor de serviços, qualidade, satisfação, imagem corporativa, lealdade e valores humanos, este trabalho se propôs a buscar uma melhor compreensão sobre como estes fatores atuam em uma agência bancária. O estudo foi executado em uma agência bancária de médio porte localizada na região metropolitana de São Paulo. Para cumprir com os objetivos de pesquisa foram realizadas entrevistas, observações durante o expediente bancário e pesquisa de campo com 202 clientes. A fase qualitativa, composta pelas entrevistas e pelas observações, foi transcrita e consolidada segundo a relevância das informações colhidas; na fase quantitativa, após a coleta de dados, foram realizadas análises estatísticas em contexto univariado, bivariado e multivariado por meio das técnicas de Análise fatorial, Análise de conglomerados, Análise de regressão logística e Modelagem de equações estruturais. Os resultados indicam que a qualidade funcional é o fator mais importante da qualidade na agência bancária objeto de estudo. O estudo demonstrou, também, que a capacidade de compreender as necessidades individuais, um relacionamento comercial pautado na transparência e na integridade e o valor humano de responsabilidade sócio-ambiental contribuem na diferenciação entre clientes leais e não leais a agência bancária em questão. O trabalho também indicou que há uma relação direta entre os construtos Lealdade, Qualidade, Satisfação e Valores humanos. / The service sector, in which banks have been inserted, is characterized by the intense use of human resources, heterogeneity and simultaneity of activities between production and consumption of products / services. This condition makes it quite complex and challenging proposing quality specifications that contributes to increase customer satisfaction and loyalty. Based in theoretical grounding on service\'s sector main themes, such as quality, satisfaction, loyalty, corporate image and human values issues, this study proposes to seek a better understanding of how these factors work in a bank. The study had been performed in a midsize bank agency located in the metropolitan region of São Paulo. To accomplish research goals, interviews, observations during business hours and fieldwork surveys were made with 202 clients. In the qualitative step, which is consisted by the interviews and observations, the information has been transcribed and consolidated according to relevance. In the quantitative step, after data collection, statistical analyzes were performed in univariate context, bivariate and multivariate analysis through factorial analysis techniques, cluster analysis, logistics regression analysis and structural equation modeling. The results suggests that functional quality is the most important factor in the quality of bank\'s agency object of study. The study also evidenced that the ability to understand individual needs, a business relationship built on transparency and integrity and the human value of social and environmental responsibility contributes in differentiating loyal and non-loyal agency\'s customers. The study also indicated that there is a direct relation between the Loyalty, Quality, Satisfaction and human values constructs.

Conhecida há mais de 500 anos, a sífilis ocorre na população em geral e apesar de possuir tratamento efetivo e de baixo custo, vem apresentando significativo aumento do número de casos. O presente estudo enfoca a ocorrência de sífilis em gestantes. A sífilis na gestação pode evoluir para aborto espontâneo, natimorto e óbito perinatal. O número de casos de sífilis congênita tem sido adotado como um importante indicador de avaliação da qualidade da saúde na atenção básica. Desse modo, cabe às equipes de saúde da atenção básica e da vigilância epidemiológica acompanhar a ocorrência de casos na população em geral e nas gestantes, assim como os casos de sífilis congênita, contribuindo com ações voltadas ao planejamento e avaliação das medidas de tratamento, prevenção e controle. O interesse pelo tema de estudo advém da minha prática profissional em que ocorrem situações evitáveis como tratamentos inadequados de gestantes com teste reagente para sífilis e nascimentos de crianças com sífilis congênita. Assim, a pesquisa estabeleceu como objetivo construir um fluxograma para auxiliar os enfermeiros no acompanhamento e tratamento da gestante com sífilis. Trata-se de um estudo qualitativo do tipo metodológico destinado à produção tecnológica. A investigação foi aprovada por Comitê de Ética em Pesquisa e foi desenvolvida em um município do interior do estado de São Paulo. O instrumento utilizado para coleta de dados foi o grupo focal, realizado em dois encontros. Participaram da pesquisa seis enfermeiros que desenvolvem prática clínica com gestantes na ESF, Atenção Básica, Centro de Especialidades e Pronto Socorro e Hospital do município. Com o material do primeiro encontro foi elaborada a primeira versão do fluxograma. No segundo encontro, o instrumento foi apresentado e validado pelos enfermeiros. A versão final do fluxograma levou em consideração manual e normas técnicas oficiais. A análise de conteúdo, temática do material do grupo focal identificou três categorias: fluxo do pré-natal e investigação de sífilis; atuação dos enfermeiros; e, dificuldades no acompanhamento e tratamento da gestante com sífilis. Por meio dos trechos das falas apresentadas é possível identificar uma fragilidade na comunicação entre atenção básica e o hospital, sendo necessário criar um fluxo de informação entre os enfermeiros. O estudo possibilitou conhecer profundamente a organização da rede de atenção à gestante dentro do município e esperamos com seus resultados convidar outros municípios à reflexão e discussão sobre a organização da rede cegonha, as ações de investigação, diagnóstico, acompanhamento e controle de tratamento da sífilis, especialmente em gestantes, seus parceiros e nos recém-nascidos. Além disso, intenciona-se chamar atenção para as dificuldades enfrentadas por enfermeiros e demais membros das equipes de saúde na redução dos casos de sífilis e sífilis congênita, não ficando restritos à ocorrência na gestante / Syphilis, which has been known for more than 500 years, occurs in ordinary population and despite having a cheap and effective treatment, it has been presenting a significant increase in case numbers. The present study focus on the occurrence of syphilis in pregnant women. During the gestation, syphilis may develop to a spontaneous abortion, stillbirth and perinatal death. The number of congenital syphilis cases has been adopted as an important indicator of quality evaluation of health in basics attention. This way, it is held to the health teams of basic attention and epidemiologic vigilance to follow the cases occurrence in the ordinary population and in pregnant women, as well as the congenital syphilis, which contributes to actions related to the planning and evaluation of treatment ways, prevention and control. The interest by the study themes comes from my professional practice in which avoidable situations as inappropriate pregnant women treatment with tests reactive to syphilis and births of children with congenital syphilis. Tis way, the research has stablished as an objective constructing a flow chart to help nurses in the follow up and treatment of pregnant women with syphilis. It is a qualitative and methodological study, directed to the technological production. The investigation was approved by the Research Ethics Department and it was developed in a city of São Paulo state. The instrument used to the data collect was the focal group, made in two encounters. For the study, six nurses who develop clinical practice with pregnant women were needed. These nurses develop clinical practice with pregnant women in ESF, Basic Attention Specialty Center and Prompt Service and local Hospital. With the material collected oh the first encounter it was possible to build the first version of the flow chart. On the second encounter, it was taken into consideration manual and official techniques. The content analysis, themes of the focal group material, identified three categories: prenatal flow and syphilis investigation, nursing action and, the difficulties in the follow up and treatment of pregnant women with syphilis. By pieces collected form the speeches presented, it is possible to observe a fragile communication between the basic attention and the hospital, being necessary the creation of an information flow among nurses. The study enabled to deeply know the net organization of pregnant women attention in the city and we hope with its result to invite other cities to think and discuss about the net pregnancy organization, investigative actions, diagnosis, following up and syphilis treatment control, especially during pregnancy, these women\'s partners and newborns. Besides, it\'s intended to call attention on the difficulties faced by nurses and other health professionals in the reduction of the cases of syphilis and congenital syphilis, not being restricted the occurrence during pregnancy

Conhecida há mais de 500 anos, a sífilis ocorre na população em geral e apesar de possuir tratamento efetivo e de baixo custo, vem apresentando significativo aumento do número de casos. O presente estudo enfoca a ocorrência de sífilis em gestantes. A sífilis na gestação pode evoluir para aborto espontâneo, natimorto e óbito perinatal. O número de casos de sífilis congênita tem sido adotado como um importante indicador de avaliação da qualidade da saúde na atenção básica. Desse modo, cabe às equipes de saúde da atenção básica e da vigilância epidemiológica acompanhar a ocorrência de casos na população em geral e nas gestantes, assim como os casos de sífilis congênita, contribuindo com ações voltadas ao planejamento e avaliação das medidas de tratamento, prevenção e controle. O interesse pelo tema de estudo advém da minha prática profissional em que ocorrem situações evitáveis como tratamentos inadequados de gestantes com teste reagente para sífilis e nascimentos de crianças com sífilis congênita. Assim, a pesquisa estabeleceu como objetivo construir um fluxograma para auxiliar os enfermeiros no acompanhamento e tratamento da gestante com sífilis. Trata-se de um estudo qualitativo do tipo metodológico destinado à produção tecnológica. A investigação foi aprovada por Comitê de Ética em Pesquisa e foi desenvolvida em um município do interior do estado de São Paulo. O instrumento utilizado para coleta de dados foi o grupo focal, realizado em dois encontros. Participaram da pesquisa seis enfermeiros que desenvolvem prática clínica com gestantes na ESF, Atenção Básica, Centro de Especialidades e Pronto Socorro e Hospital do município. Com o material do primeiro encontro foi elaborada a primeira versão do fluxograma. No segundo encontro, o instrumento foi apresentado e validado pelos enfermeiros. A versão final do fluxograma levou em consideração manual e normas técnicas oficiais. A análise de conteúdo, temática do material do grupo focal identificou três categorias: fluxo do pré-natal e investigação de sífilis; atuação dos enfermeiros; e, dificuldades no acompanhamento e tratamento da gestante com sífilis. Por meio dos trechos das falas apresentadas é possível identificar uma fragilidade na comunicação entre atenção básica e o hospital, sendo necessário criar um fluxo de informação entre os enfermeiros. O estudo possibilitou conhecer profundamente a organização da rede de atenção à gestante dentro do município e esperamos com seus resultados convidar outros municípios à reflexão e discussão sobre a organização da rede cegonha, as ações de investigação, diagnóstico, acompanhamento e controle de tratamento da sífilis, especialmente em gestantes, seus parceiros e nos recém-nascidos. Além disso, intenciona-se chamar atenção para as dificuldades enfrentadas por enfermeiros e demais membros das equipes de saúde na redução dos casos de sífilis e sífilis congênita, não ficando restritos à ocorrência na gestante / Syphilis, which has been known for more than 500 years, occurs in ordinary population and despite having a cheap and effective treatment, it has been presenting a significant increase in case numbers. The present study focus on the occurrence of syphilis in pregnant women. During the gestation, syphilis may develop to a spontaneous abortion, stillbirth and perinatal death. The number of congenital syphilis cases has been adopted as an important indicator of quality evaluation of health in basics attention. This way, it is held to the health teams of basic attention and epidemiologic vigilance to follow the cases occurrence in the ordinary population and in pregnant women, as well as the congenital syphilis, which contributes to actions related to the planning and evaluation of treatment ways, prevention and control. The interest by the study themes comes from my professional practice in which avoidable situations as inappropriate pregnant women treatment with tests reactive to syphilis and births of children with congenital syphilis. Tis way, the research has stablished as an objective constructing a flow chart to help nurses in the follow up and treatment of pregnant women with syphilis. It is a qualitative and methodological study, directed to the technological production. The investigation was approved by the Research Ethics Department and it was developed in a city of São Paulo state. The instrument used to the data collect was the focal group, made in two encounters. For the study, six nurses who develop clinical practice with pregnant women were needed. These nurses develop clinical practice with pregnant women in ESF, Basic Attention Specialty Center and Prompt Service and local Hospital. With the material collected oh the first encounter it was possible to build the first version of the flow chart. On the second encounter, it was taken into consideration manual and official techniques. The content analysis, themes of the focal group material, identified three categories: prenatal flow and syphilis investigation, nursing action and, the difficulties in the follow up and treatment of pregnant women with syphilis. By pieces collected form the speeches presented, it is possible to observe a fragile communication between the basic attention and the hospital, being necessary the creation of an information flow among nurses. The study enabled to deeply know the net organization of pregnant women attention in the city and we hope with its result to invite other cities to think and discuss about the net pregnancy organization, investigative actions, diagnosis, following up and syphilis treatment control, especially during pregnancy, these women\'s partners and newborns. Besides, it\'s intended to call attention on the difficulties faced by nurses and other health professionals in the reduction of the cases of syphilis and congenital syphilis, not being restricted the occurrence during pregnancy

Made available in DSpace on 2016-04-29T14:23:55Z (GMT). No. of bitstreams: 1 Claudio Benossi.pdf: 580690 bytes, checksum: ab4608eac4836b9b950dbbaa9fac08a2 (MD5) Previous issue date: 2010-05-14 / The paper entitled Loyalty of customers on the web: How to know the loyalty of customers through the internet. Technology Master of Intelligence and Digital Design (TIDD) aim to analyze the contribution technology of information to the relationship marketing increasing business competitiveness. The current global environment requires an age of competition result of disintegration of the border and the opening of previously protected markets. This scenery leads campanies to reorganize in two polo: the information technology and marketing. The information becomes the key factor to gain positioning and competitiveness advantage in the market. Relationship marketing is adopeted as a business philosophy focusing on understanding and attending the buyer behavior and consumer needs. The intensive use of information technology under their many forms (computers, telecommunications, network information, internet, software management, etc) helps to make efficient and profitable the company s relationship with its clients allowing them to collect, store, process, analyze, interpret and transmit the data relationship with them in its several sectors of the economy. Thus, establishing how the institutions can take advantage of the flow system and information over the customers, market environment obtained from the CRM Techology custumer Relationship Management to gain competitiveness. Starting from a brief review concept of CRM and analyzing electronic commerce will be described various categories such as E-business, E-Auctioning, E-banking, E-directories, E-Engineering, E-franchising, E-learning, E-marketing, E-Gambling, E-Procurement, E-recruiting to work out a comparative between electronic commerce and traditional commerce. Therefore, to approach we will discuss how the quality of service and the management of the customers satisfaction through the philosophy of CRM, combined with information technology may bring loyalty benefits of that customer anticipating the challenge of integration data, organizational and cultural changes of the new global economy / A dissertação intitulada Fidelização de Clientes na WEB: Como conhecer e fidelizar clientes através da Internet do Mestrado em Tecnologias da Inteligência e Design Digital (TIDD) tem como objetivo analisar a contribuição da tecnologia da informação para o marketing de relacionamento, incrementando a competitividade empresarial. O atual ambiente globalizado implica numa era de concorrência e competição, resultado da desintegração de fronteiras e da abertura de mercados anteriormente protegidos. Esse cenário conduz as empresas a uma reorganização em 2 pólos: a tecnologia de informação e o marketing. A informação torna-se fator chave para ganho de posicionamento e de vantagens competitivas no mercado. O marketing de relacionamento é adotado como filosofia empresarial de negócios, focando a compreensão e o atendimento do comportamento de compra e das necessidades do consumidor. O uso intensivo da tecnologia de informação, sob suas várias formas (computadores, telecomunicações, redes de informações, Internet, softwares de gestão etc.) contribui para tornar eficiente e rentável o relacionamento da empresa com seus clientes, permitindo coletar, armazenar, processar, analisar, interpretar e transmitir os dados dos relacionamentos com os mesmos, nos vários setores da economia. Assim, apontar-se-á como as instituições podem aproveitar o fluxo sistemático e consistente de informação sobre os seus clientes, mercado e ambientes obtidos com a tecnologia de CRM Customer Relationship Management para ganhar competitividade. Partindo-se de uma breve revisão conceitual sobre CRM e analisando o comércio eletrônico serão descritas algumas categorias como o E-business, E-Auctioning, E-banking, E-directories, E-Engineering, E-franchising, E-learning, E-marketing, E-Gambling, E-Procurement, E-recruiting, para traçar um comparativo entre comércio eletrônico x comércio tradicional. Desta forma, abordaremos como a qualidade de serviços e o gerenciamento da satisfação dos clientes, por meio da filosofia do CRM, associadas a tecnologia da informação, podem trazer vantagens para a fidelização desse cliente, prevendo o desafio da integração de dados e as mudanças organizacionais e culturais da nova ordem econômica global

O objetivo desta dissertação foi verificar a existência de padr6es partidarios de recrutamente de deputados para as Comissões Permanentes da Câmara dos Deputados na legislatura de 1995-1998. 0 ponto de partida foi o exame da trajetória profissional e politica de cada deputado disponível no Repertório Biográfico publicado pela Câmara dos Deputados e a listagem da composição das Comissões Permanentes. A hipótese que orientou esta pesquisa foi a de que o sistema de comissões representa um incentivo para que os partidos selecionem de forma mais cuidadosa os parlamentares indicados estrategicamente para sua composição / The objective of this work was verifying the existence of party patterns in deputy recruiting for the Deputy Assembly Permanent Commissions, in the 1995-1998 legislature. The starting point was the examination of the professional and politics course of each deputy available in the Biographic Repertoire published by the Deputy Assembly and the Permanent Commissions composing lists. The hyphothesis that guided this research was that the commission system represents a support so that the parties can select in a more careful way the congressmen strategically indicated for its composition.

Internet is a part of everyday life and most people are now used to shopping online. This in turn has led to the fact that companies with traditional stores lack knowledge of what their customers wants and their preferences about buying. Creating an understanding of what customers wants has always been the focus of business to maintain and create loyalty towards consumers. The purpose of the study is therefore to investigate which preferences determine loyalty within traditional stores and online stores.  The factors studied are pricequality, price awareness, service, time efficiency, trust and choice. These variables are the independent variables of the study which will be tested against the dependent variables which is loyalty in traditional stores and loyalty online. The study is limited to consumers who bought clothes last year. The design of the study is based on quantitative methodology were surveys have been the source of data collection. 187 people responded to the survey which has then been analyzed in SPSS using multivariate regression. The result of the study shows that the preferences regarding loyalty within traditional stores were service and pricequality. The results also show that the preferences regarding loyalty within online stores are service, time efficiency and trust. The study contributes to research by measuring which preferences affect loyalty when shopping in traditional stores and in online stores. By providing an understanding of which preferences determine loyalty within traditional stores and online stores, companies can understand why consumers are loyal and use the information to support strategical decisions within companies.

Abstract Background: The financial sector is under constant development and the massive digitalization has changed the banking sector. The banking industry is nowadays characterized by self-service solutions and customers can solve their problems from everywhere and at any moment. The banking industry is highly competitive since all banks offer homogenous products and services that easily can be duplicated. Therefore it is of major importance for the banks to distinguish themselves from the other banks, offering the same products and services. The only way to distinguish oneself in today’s competitive environment is by either price or quality.  Hence customer satisfaction, which leads to customer loyalty, can be seen as a potential tool to gain a strategic advantage in the highly competitive environment.   Purpose: The purpose of this thesis is to examine marketing strategies for bank companies work in reaching corporate customer loyalty concerning digitalization, decision-making and service quality towards their corporate customers in the modern banking industry.   Method: This thesis builds on primary sources in the form of semi-structured interviews. Three key persons carefully selected within SEB have been chosen to get an insight of how the bank works towards shaping long-term relationships and loyal customers. Respondents were chosen after their competence concerning corporate customer loyalty.   Conclusion: The banking sector was examined and it showed to be highly homogenous and the products and services offered are basically the same. In that, three important conclusions were highlighted. First, there is a need for banks to distinguish oneself through high service quality, which will result in customer loyalty. The importance of being easy, credible and secure in order to keep existing customers and acquire new ones was fundamental. However being predictable and transparent in their reasoning is a necessity to shape a loyal clientele. Second, providing high service quality and reducing the gap between the customer expectations and delivered service will enhance the customer loyalty and also the bank’s profitability. Significant since it is cheaper to keep loyal customers than to acquire new ones. Third, as digitalization has changed the banking landscape, the future customers will consider themselves as loyal, but they will be loyal with more actors at the same time. This is due to the fact that competitors will only be a click away and that the digitalization will make it easier for customer to increase their probability by switching bank, as they will be offered more different available alternatives. / Abstrakt   Sammanfattning: Den finansiella sektorn är under konstant utveckling och den massiva digitaliseringen har ändrat den mycket de senaste åren. Banksektorn kännetecknas numera av självbetjäning där kunderna kan lösa sina problem var som helst och när som helst. Bankindustrin är en väldigt konkurrensutsatt marknad eftersom alla produkter och service är homogen och kan lätt kopieras. Därför är det extremt viktigt för banker att utmärka sig från sina konkurrenter, som erbjuder samma produkter och service. Det enda sättet att utmärka sig från andra banker i dagens konkurrensutsatta sektor är genom pris eller kvalitet. Därför kan kundnöjdhet, som leder till lojala kunder, ses som ett verktyg för att få en strategisk fördel i den konkurrensintensiva omgivningen.   Syfte: Syftet med detta examensarbete är att undersöka marknadsstrategier i universalbankers arbete mot att uppnå kundlojalitet, beträffande digitalisering, beslutstagande och servicekvalitet mot deras företagskunder i den moderna bankindustrin.   Metod: Denna uppsats bygger på primära källor i form av semi-strukturerade intervjuer. Tre nyckelpersoner noga utvalda inom SEB har valts för att få en insikt i hur bankerna jobbar med att skapa långsiktiga relationer och lojala kunder. Respondenterna valdes utefter deras kunskap när det gäller lojalitet mot företagskunder.    Slutsats: Banksektorn undersöktes och den visade sig vara väldigt homogen och produkterna och servicen som erbjuds är likvärdig. Det gjordes tre viktiga slutsatser av detta. Först och främst så finns det ett behov för banker att urskilja sig själva genom hög servicekvalitet, vilket resulterar i kundnöjdhet.  Vikten av att vara enkel, trovärdig och säker för att behålla sina kunder och få nya är grundläggande. Även vikten av att vara förutsägbar och transparant i deras resonemang är en nödvändighet för att skapa en lojal kundkrets. Den andra slutsatsen som drogs var att förse kunderna med hög servicekvalitet för att reducera gapet mellan kundens förväntningar och den levererade servicen som i sin tur kommer att öka kundlojaliteten och även bankens lönsamhet. Detta är viktigt eftersom det är billigare att behålla lojala kunder än att skaffa sig nya. Den tredje slutsatsen som drogs var att eftersom digitaliseringen har ändrat banksektorn så kommer framtidens kunder se sig själva som lojala, men de kommer vara lojala med fler aktörer samtidigt. Detta är eftersom konkurrenter bara kommer att vara ett klick bort och digitaliseringen kommer göra det lättare för kunderna att öka deras lönsamhet genom att byta bank, eftersom de kommer bli erbjudna fler alternativ.