The affect of loyal customer concentration benefits when choosing banking and insurance service provider : Case: Etelä-Karjalan Osuuspankki
Suhonen, Sari (2013)
Saimaan ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201401131258
https://urn.fi/URN:NBN:fi:amk-201401131258
Tiivistelmä
The objective of this thesis was to examine how the loyal customer concentration benefits affect when a customer is choosing a banking and insurance service provider. The loyal customer concentration benefits are used in OP-Pohjola Group but this research only concerns Etelä-Karjalan Osuuspankki’s loyal customer concentration benefits. The purpose of the research was also to gain information about what clients think about these benefits: what benefits are important and how these benefits can be improved?
The research for this case study was carried out by using a quantitative re-search method. Respondents for this research were chosen from Etelä-Karjalan Osuuspankki’s loyal customer database (Profi) by using random sample with some predetermined criteria’s. These clients were sent a questionnaire on their opinions and experiences of loyal customer concentration benefits to their online bank service. The results were analysed with the help of the Digium Enterprise program, which is OP-Pohjola Group’s internal data collection program.
The results of the study show that the loyal customer concentration benefits affect the customer’s decision when choosing banking and insurance service provider, but the benefits are not the most important issue. These benefits give extra monetary value and they commit customers more tightly. The findings of the study also show how the loyal customer concentration benefits can be developed and the thesis created a good basis for further examination of the subject.
The research for this case study was carried out by using a quantitative re-search method. Respondents for this research were chosen from Etelä-Karjalan Osuuspankki’s loyal customer database (Profi) by using random sample with some predetermined criteria’s. These clients were sent a questionnaire on their opinions and experiences of loyal customer concentration benefits to their online bank service. The results were analysed with the help of the Digium Enterprise program, which is OP-Pohjola Group’s internal data collection program.
The results of the study show that the loyal customer concentration benefits affect the customer’s decision when choosing banking and insurance service provider, but the benefits are not the most important issue. These benefits give extra monetary value and they commit customers more tightly. The findings of the study also show how the loyal customer concentration benefits can be developed and the thesis created a good basis for further examination of the subject.