Utilising loyalty in long-term customer relationships and management: a case study of Nordea Securities Services
Malma, Elina (2015)
Laurea-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503203375
https://urn.fi/URN:NBN:fi:amk-201503203375
Tiivistelmä
The purpose of this Bachelor’s thesis is to map out Nordea Bank’s Securities Services’ client relationship management in Sub-custody and to enhance it by studying the relationship management from the perspective of different theories. The key element is to clarify how existing customers can be better taken care of and how to improve the relationship through different theories and personal experiences.
The research approach adopted in the study is that of a single case study based on personal experiences and observations. The data collected through experience and perception is utilised together with the theoretical foundation for the research.
The study consists of five parts: introduction, theoretical background, research approach, empirical study and conclusions.
The theoretical approach is seen through customer relationship management and relationship management and also through various theories of customer loyalty and a SWOT analysis.
Through this study it should be possible to strengthen existing client relationships by proving that the retention of existing customers is much more cost efficient then attaining new ones.
Nordea Securities Services provides custody services for local and foreign investors dealing with Nordic, Baltic or global securities. The sub-custody service includes settlement, reporting, corporate actions (stock dividends, stock splits etc.) and a one point of entry customer service.
This thesis was initiated together with Nordea.
The research approach adopted in the study is that of a single case study based on personal experiences and observations. The data collected through experience and perception is utilised together with the theoretical foundation for the research.
The study consists of five parts: introduction, theoretical background, research approach, empirical study and conclusions.
The theoretical approach is seen through customer relationship management and relationship management and also through various theories of customer loyalty and a SWOT analysis.
Through this study it should be possible to strengthen existing client relationships by proving that the retention of existing customers is much more cost efficient then attaining new ones.
Nordea Securities Services provides custody services for local and foreign investors dealing with Nordic, Baltic or global securities. The sub-custody service includes settlement, reporting, corporate actions (stock dividends, stock splits etc.) and a one point of entry customer service.
This thesis was initiated together with Nordea.