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Ungdomars medvetenhet om säkerhetsrisker med bankverktyg
Gotland University, School of the Humanities and Social Science.
Gotland University, School of the Humanities and Social Science.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Youths’ awareness of security risks in bank tools (English)
Abstract [en]

According to Nosti (2012) banks target youths to find new customers by giving them special offers such as debit cards from a relatively early age. However, Moschis and Churchill (1979) point out that age can affect the level of knowledge in the consumer. Therefore, this essay focuses on youths as consumers. Specifically, youths’ awareness of security risks in using bank tools such as debit cards or internet banks was studied. The study was conducted by using four methods: a survey, a focus group, interviews with representatives from four banks on Gotland and a study of banks’ webpages. The participants of the survey and focus group where 16-19 years of age. According to Proença, Silva and Fernandes (2010), relationship marketing, or customer relationship management, is a strategy practiced by banks in which they sometimes use technology as a tool. However, a lack of awareness and knowledge among the customers can lead to misuse of the tools. Among other things, according to Harr (2012) it can lead to financial loss. The results that emerged from the study in this essay show that youths seem to have awareness within some areas, but further knowledge may be required in others, for example, in internet security. In addition, the results indicate that youths in some cases behave as if they do not believe anything harmful might happen to them, even though they are aware of the risks. Possible contributing factors to their actions may be group pressure, family influence and/or lack of knowledge. 

Place, publisher, year, edition, pages
2013. , 51 p.
Keyword [en]
Relationship marketing, young consumers, awareness, security risks, banks’ products and services
Keyword [sv]
Relationsmarknadsföring, unga konsumenter, medvetenhet, säkerhetsrisker, bankers produkter och tjänster
National Category
Business Administration
URN: urn:nbn:se:hgo:diva-1966OAI: oai:DiVA.org:hgo-1966DiVA: diva2:633394
Subject / course
Business Administration (HGO)
Educational program
Programme of Graduate Business Administration (HGO)
Available from: 2013-08-14 Created: 2013-06-26 Last updated: 2013-08-14Bibliographically approved

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Särkiniemi, TaruEldnor, Emma
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