Control and involvement are well researched concepts in traditional marketing, while interactivity is a relatively new concept associated with Internet marketing and communication. From an Internet interaction perspective, the research examines the impact of interactivity, control and involvement on customer satisfaction and loyalty in an eBanking context. Using Flow Theory as the theoretical foundation, it is proposed that these three Internet communication constructs lead to eService dependency and eService encounter satisfaction, which, in turn, enhance the overall satisfaction and loyalty to the principal bank at corporate level. A mixed methodology using both qualitative and quantitative approaches of data collection is adopted. In-depth interviews with eBankers and focus group studies with eBanking customers support the importance of interactivity, control and involvement in the eService encounter. The in-depth interviews and focus groups facilitate the identification of eService dependency as a new construct in the model. Participants' views also help the operationalisation of constructs and development of questionnaire for quantitative data collection. ii Analysis of the quantitative data using structural equation modelling shows support for all three constructs' hypothesised positive relationships with eService dependency and eService encounter satisfaction i.e. satisfaction at the service encounter level. It is also confirmed that eService dependency and eService encounter satisfaction have a positive impact on overall satisfaction with the principal bank i.e. satisfaction at corporate level. However, the influence of eService dependency and eService encounter satisfaction on loyalty to principal bank is not supported. The research concludes with the theoretical contributions and managerial implications of the research. Strategies to enhance interactivity with, control of and involvement by eBanking customers are recommended to eBankers. Limitations of the research and directions for future research in Internet and eService are also suggested.

<p>Online banking is a young way for banks to reach new and old customers. The concept has emerged over the last decade from being not very utilized to become a major channel for the bigger banks in Sweden but also in the world. This thesis will present a study of what principles the four major Swedish banks have based their decision on when choosing what type of online access system to use. Furthermore try to present what the future principles might be toward online banking access systems. This might also show how new systems might look like and what the banks strives to achieve when making these systems not only safer but more available and usable. The thesis will present what authentication is and how the authentication process is used today. Today in general what is used is the two factor au-thentication which is based upon passwords. This two factor authentication makes it hard for attackers to breach the systems in use today, but there are ways which are emerging to gain access. Such an emerging threat is the SSL-evading Trojans. Still these kinds of threats are not common at all but they need to be considered. Today passwords are the only means we can use to make the authentication processes safe but they are not enough, according to Bill Gates. Therefore we have looked at new ways to complement today’s password based authentication processes; such compliments might be the use of biometrics, which seems to be an emerging technology.</p><p>This study have been a challenge from the beginning since we knew that this is a very in-tense subject for the banks to discuss and therefore we have had to be persuasive in many cases and let the banks answer anonymously to be able to gather as much information as possible from our sample banks. Furthermore we have collected up to date articles and studies to be able to get as accurate information as possible.</p><p>The main findings we have discovered is the trade-off between security versus availability and flexibility and these factors were the same no matter what online access system, PDA or smart card, they have in use. But also that all the banks states that their authentication process is very safe and striving to become 100% secure, even though we have found new threats which is not of an authentication problem but a matter of transactional problem. The banks have shown through the interviews that they lack awareness of such a threat.</p>

Online banking is a young way for banks to reach new and old customers. The concept has emerged over the last decade from being not very utilized to become a major channel for the bigger banks in Sweden but also in the world. This thesis will present a study of what principles the four major Swedish banks have based their decision on when choosing what type of online access system to use. Furthermore try to present what the future principles might be toward online banking access systems. This might also show how new systems might look like and what the banks strives to achieve when making these systems not only safer but more available and usable. The thesis will present what authentication is and how the authentication process is used today. Today in general what is used is the two factor au-thentication which is based upon passwords. This two factor authentication makes it hard for attackers to breach the systems in use today, but there are ways which are emerging to gain access. Such an emerging threat is the SSL-evading Trojans. Still these kinds of threats are not common at all but they need to be considered. Today passwords are the only means we can use to make the authentication processes safe but they are not enough, according to Bill Gates. Therefore we have looked at new ways to complement today’s password based authentication processes; such compliments might be the use of biometrics, which seems to be an emerging technology. This study have been a challenge from the beginning since we knew that this is a very in-tense subject for the banks to discuss and therefore we have had to be persuasive in many cases and let the banks answer anonymously to be able to gather as much information as possible from our sample banks. Furthermore we have collected up to date articles and studies to be able to get as accurate information as possible. The main findings we have discovered is the trade-off between security versus availability and flexibility and these factors were the same no matter what online access system, PDA or smart card, they have in use. But also that all the banks states that their authentication process is very safe and striving to become 100% secure, even though we have found new threats which is not of an authentication problem but a matter of transactional problem. The banks have shown through the interviews that they lack awareness of such a threat.

Control and involvement are well researched concepts in traditional marketing, while interactivity is a relatively new concept associated with Internet marketing and communication. From an Internet interaction perspective, the research examines the impact of interactivity, control and involvement on customer satisfaction and loyalty in an eBanking context. Using Flow Theory as the theoretical foundation, it is proposed that these three Internet communication constructs lead to eService dependency and eService encounter satisfaction, which, in turn, enhance the overall satisfaction and loyalty to the principal bank at corporate level. A mixed methodology using both qualitative and quantitative approaches of data collection is adopted. In-depth interviews with eBankers and focus group studies with eBanking customers support the importance of interactivity, control and involvement in the eService encounter. The in-depth interviews and focus groups facilitate the identification of eService dependency as a new construct in the model. Participants¿ views also help the operationalisation of constructs and development of questionnaire for quantitative data collection. ii Analysis of the quantitative data using structural equation modelling shows support for all three constructs¿ hypothesised positive relationships with eService dependency and eService encounter satisfaction i.e. satisfaction at the service encounter level. It is also confirmed that eService dependency and eService encounter satisfaction have a positive impact on overall satisfaction with the principal bank i.e. satisfaction at corporate level. However, the influence of eService dependency and eService encounter satisfaction on loyalty to principal bank is not supported. The research concludes with the theoretical contributions and managerial implications of the research. Strategies to enhance interactivity with, control of and involvement by eBanking customers are recommended to eBankers. Limitations of the research and directions for future research in Internet and eService are also suggested.

Bakgrund: Digitalisering är ett aktuellt ämne som ofta uppmärksammas i svensk media. Medfokus på digital utveckling har bankers kundrelationer skiftat från fysiska möten till att i dagbli mer av en digital relation.Syfte: Studien har som syfte att fördjupa diskussionen kring digitala kundrelationer inom densvenska banksektorn.Design/metod: I studien har en abduktiv ansats använts för att kunna anpassa teori efterempiri och vice versa. En kvalitativ metod har använts och empiri har samlats in genom semistruktureradeintervjuer. Till följd av syftet att fördjupa förståelsen för hur bankerskundrelationer förändrats genom digital utveckling, utformades en fallstudie. Tio intervjuergenomfördes, där samtliga respondenter är anställda hos en av Sveriges storbanker.Resultat: Resultatet av studien påvisar att kundrelationer har förändrats mycket under en korttidsperiod. Framförallt tenderar kunder idag att allt oftare interagera i digitala kanaler än attfysiskt besöka ett bankkontor. Implementering av digitala tjänster har skapat flertaletutmaningar för bankerna, främst gällande säkerhet, tillgänglighet, användarvänlighet ochpersoner i digitalt utanförskap. Dock kan banken genom de digitala kanalerna interagera medkunder på en mer daglig basis, vilket enligt banken själva definierar en starkare och stabilarerelation. Dock infann sig meningsskiljaktigheter mellan studiens strateger ochkontorsanställda, då de möter olika kunder i sitt vardagliga arbete.Originalitet/ Värde: Det finns få studier som behandlar ämnet digitalisering inom den svenskabanksektorn. Uppsatsen bidrar därav med kunskap inom ämnet, vilket kan användas i vidareforskning. / Background: Digitalization is a current topic that is often observed in Swedish media.Through a focus on digital development, banks' customer relations nowadays have shiftedfrom physical interactions to be more of a digital relationship.Purpose: The study aims to deepen the discussion on digital customer relationships within theSwedish banking sector.Design/methodology/approach: The study has used an abductive approach to be able tocustomize theory after empiricism and vice versa. Using a qualitative method, empiricism wasgathered through semi-structured interviews. As a result of the purpose, a case study weredesigned. The intention was to deepen the understanding as to how the banks' customerrelationships have changed through the digital development. Ten interviews were carried out,in which all respondents were employees of one of Sweden's major banks.Findings: The study indicates that customer relationships have changed a lot during a shortperiod of time. Customers tend to more often interact in digital channels than visiting aphysical bank branch. Implementation of digital services has created several challenges forthe banks, mainly regarding security, availability, ease of use, and people in digital exclusion.However, digital channels have enabled the Bank to meet customers on a more regular basis,which according to the Bank itself creates a stronger and more stable relationship. However,turned up differeces between the study strategists and office workers, as they encounterdifferent types of customers in their everyday work.Originality/value: There is a lack of Swedish studies that discuss the topic of digitalizationwithin the Swedish banking sector. The essay therefore presents knowledge within thesubject, which can be used in further research.