Bankbranschen börjar bli mer dynamisk och digitaliserad, vilket har bidragit till att konsumenter lättare kan bli kund hos flera banker. Med 124 banker på marknaden börjar hårdare konkurrens bildas, och tidigare forskning visar på att en kreativ marknadsföring är ett bra sätt att differentiera sig, skapa förtroende och öka kundintentioner. Syftet med studien är att undersöka om en kreativ marknadsföring ökar konsumenters förtroende och kundintentioner i bankbranschen. För att besvara syftet skapades två banklogotyper av en fiktiv bank, en mer kreativ logotyp och en mer traditionell logotyp. Logotyperna lades sedan in i två enkäter, vilka skickades ut till två olika grupper av respondenter.  Studien har en abduktiv ansats och en kvantitativ metod. För att besvara syftet användes förtroende som mediator mellan marknadsföringssätt och kundintentioner (word of mouth, share of wallet och villighet att bli kund), och kön användes som en moderator mellan marknadsföringssätt och förtroende. Studien resulterade i att den mer traditionella logotypen, jämfört med den mer kreativa logotypen, ökade förtroendet till den fiktiva banken vilket i sin tur ledde till ökad kundintention. Modereringen med kön visade att det fanns signifikanta skillnader i män och kvinnors attityd till kreativiteten i logotypen. Män visade sig reagera mer negativt på den kreativa logotypen än kvinnor. Medieringsanalysen resulterade i en full mediering till word of mouth samt share of wallet, och i en partiell mediering till villighet att bli kund. Slutsatsen är att en mindre kreativ marknadsföring är att föredra i bankbranschen samt att förtroende är en viktig del i bankers framgång. / The banking industry is beginning to become more dynamic and digital, which has contributed to  consumers being able to become customers of several banks more easily. With 124 banks in the market, tougher competition is beginning to form, and previous research shows that creative marketing is a good way to differentiate, create trust, and increase customer intentions. The purpose of the study is to investigate whether creative marketing increases consumer confidence and customer intentions in the banking industry. To answer the purpose, two bank logos were created of a fictitious bank, a more creative logotype, and a more traditional logotype. The two logotypes were used in two different surveys, which were sent out to two different groups of respondents.  The study has an abductive approach and a quantitative method. To answer the purpose, trust was used as a mediator between the marketing method and consumer intentions (word of mouth, share of wallet, and willingness to become a customer), and gender was used as a moderator between the marketing method and trust. The study resulted in the more traditional logotype, compared to the more creative one, increased confidence in the fictitious bank, which led to increased consumer intention. The moderating analysis showed significant differences in men ́s and women ́s attitudes towards the level of creativity in the logotype. Men were found to react more negatively to the more creative logotype than women. The mediation analysis resulted in full mediation to word of mouth and share of wallet, and in a partial mediation to the willingness to become a customer. The conclusion is that less creative marketing is preferable in the banking industry and that trust is an important part of banks' success.

Uppsatsens syfte var att utreda huruvida Dalarnas Försäkringsbolags helkunder har det fulla bank- och försäkringsengagemang som bolaget eftersträvar. Vidare ämnade vi att utifrån våra resultat föra en diskussion kring helkundernas lönsamhet då det är av stort intresse för företaget. För att uppnå syftet använde vi oss utav Dalarnas Försäkringsbolags kunddatabas där vi samlade in information om 300 helkunder. Stickprovet var ett resultat av ett obundet slumpmässigt urval från populationen helkunder som var aktuell i oktober 2010. Flera oberoende t-test genomfördes mellan olika grupper som vi skapat utifrån helkundernas grad av engagemang. Dessutom lämnade vi ut en enkät bland samtliga säljare och rådgivare och intervjuade en säljare respektive en rådgivare för att bland annat få en bild av hur mycket tid som läggs ned på arbetet med helkunderna.   Vi kom fram till att endast 13,4 % av helkunderna har det fulla bank- och försäkringsengagemang som bolaget eftersträvar och två tredjedelar av Dalarnas Försäkringsbolags helkunder har ett litet till mycket litet bankengagemang. Utifrån lönsamhetsresonemanget som förts om helkunderna vill vi inte dra för långtgående slutsatser då vi inte haft tillgång till exakta kostnader och intäkter, men vi skulle ändå vilja lägga fram att undersökningen tyder på att helkunderna som helt segment inte skulle är lönsamma för företaget.

Customer Reward Programs (CRP) have increasingly been used in many industries and markets worldwide with the purpose of gaining customers and retaining their loyalty through repeated purchases in exchange of rewards. Currently, most of the retailers in the Swedish grocery store sector have implemented CRP of different types, from simple discount-based programs to complex multipartnership structures. Previous works have been carried on the competitiveness of the grocery retail market in Sweden, but these haven’t addressed the role of the CRP. Therefore, the objective of this thesis was to analyze the performance of the CRP offered by Ica, Coop, Citygross, Willys and Hemköp from a customer loyalty perspective. The discount store Lidl was also included although they haven’t implemented a CRP. The retailers included in our study covered approximately 93% of the market share in Sweden.   Data was collected through anonymous online surveys that included 12 questions addressed to households living in several Swedish cities. The online surveys allowed us to gather demographics data and info about CRP memberships, purchasing habits, customer loyalty, reward preferences, and customer awareness. In total 134 households replied the survey.   We found high store loyalty among the respondents. However, the strong preference for conveniently located stores indicated that most customers enroll in the CRP to take advantage of the repeated visits they already do to a certain store, which has a favorable location. In other words, we suspect customers become store loyal and then they enroll in the CRP. This attitude is masked as true loyalty but in fact it only implies a behavioral loyalty. Further deeper analysis shall be performed to confirm this finding.   We observed a clear increase of the customer loyalty (measured by share of wallet and purchase frequency) in respondents enrolled in CRP compared to not-enrolled counterparts. Households with children and households with high income had a greater tendency to participate in CRP and these two groups exhibited higher customer loyalty. Our results showed that the package of benefits and rewards offered by the CRP alone does not capture many customers into the CRP. Instead, customers looked for store location, quality and price as the appealing factors to enroll a CRP.   The survey results confirmed the dominance that Ica has over the Swedish grocery retail market. Further analysis combining level of expenditures and frequency of purchase showed that Lidl, Hemköp and Citygross performed quite similar within a group that does not capture great portion of the customer expenditure combined to a low purchase frequency. An output of our research showed that Lidl compete quite well with retailers that have CRP in place like Citygross and Hemköp, or on the contrary, that Hemköp with an advanced CRP does not attract customers sufficiently when compared to Lidl. An analysis based on the double jeopardy effect theory showed that Willys exhibits an “excessive loyalty”. This means, Willys had a higher frequency of purchase and level of expenditure than expected when compared against its market penetration level. Therefore, we identified that Willys overachieve results compared to the others retailers and also to Coop, its closest competitor. We concluded that a CRP with larger benefit scheme does not necessarily increases the customer loyalty to the store. Moreover, boosting CRP with multi-partnership programs that offer several experience rewards (spa, ski resorts, music events and travel tickets) could be inefficient for the grocery retailers since customers feel primarily attracted to immediate rewards related with groceries discounts.

This study examines the within and between sex differences on the relative importances of merchandise quality and interaction quality as drivers of behavioral loyalty (share of wallet). A sample of customers of a national retail chain serves as the study setting. The results indicate that for female customers, interaction quality and merchandise quality have equally strong total influence on share of wallet. For male customers, the total effect of merchandise quality on share of wallet is significantly stronger than the total effect of interaction quality. Across sex comparisons reveal that the total effect of interaction quality on share of wallet is stronger for female customers. However, merchandise quality exerts a stronger total influence on share of wallet for male customers. Implications of the results are discussed and avenues for future research are offered.