Customer Acquisition: Variables affecting exchange relationship initiation at a Danish bank

Abstract

This thesis is a case study of a newly acquired Danish bank with branches across the country. Theories on how to acquire customers are explored focusing on relationship marketing, the six-markets model, customer relationship management, and theory of interorganizational relationship exchange. The aim of the study is to explore how a corporate department of a bank in Denmark tries to win new customers, and how a bank can improve the success rate of successful acquisition of new customers.