Service Design as A Tool to Uncover Young Adults’ Service Expectations : Case: Handelsbanken

Abstract

The commissioner of this thesis is Handelsbanken Finland. Handelsbanken is a multinational bank with a large variety of customer segments and operations worldwide. The primary objective of the thesis is to find out the key elements of service qualities in banking that Young Adults appreciate.

The background knowledge consists of theory, framework and tools of service design. The research method applied is a triangulation method combining both quantitative and qualitative approaches. An encompassing analysis was made on the existing customer segment, that identifies the services commonly used. Additionally, a semi-structured survey was concluded on Handelsbanken’s summer employees. The aim of the survey was to gather feedback, ideas and insights on what kind of service expectations Young Adults have and what service qualities they appreciate.

Results introduced that the key elements that Young Adults appreciate in service qualities are professional, simple, fast and digital. Even though today’s world is highly digital, yet Young Adults still appreciate personal service. The bank can use conclusions and key results as a basis for further investigation and development for the Young Adults customer segment.