Hvor er tilliden? : Danske Bank i en økonomisk optik

Studenteropgave: Speciale (inkl. HD afgangsprojekt)

  • Lasse Juhl
  • Thomas Frost Jensen
4. semester, Kommunikation, Kandidat (Kandidatuddannelse)

This thesis is centered around the use of strategic communication in Danske Bank. The thesis studies the current communicative situation in Danske Bank and thereby attains an understanding of the image problem that Danske Bank presently is suffering from. The problem statement is as follows:

How can the confidence in Danske Bank be regained?

Our preconception was that the image of Danske Bank has been badly affected by the financial crisis. This hypothesis is therefore examined in the first part of the thesis to investigate what the financial crisis has meant for Danske Bank. This is done by using empirical methods, mainly based on articles in the media. We find that the financial crisis has placed Danske Bank in a crisis of confidence. Next, the characteristics of a crisis based on lack of confidence are examined, and parallels to the present situation in Danske Bank are drawn. In connection with this study the necessary concepts of trust and ethos are described and understood. Our study of these terms leads to the knowledge that the communication of Danske Bank has been the basis of their crisis of confidence.

With this new understanding, a greater analysis of the communication of Danske Bank before, during and after the financial crisis is performed. The focus is mainly on their crisis communication and online communication. The findings are that Danske Bank is currently in the middle of a crisis of confidence that has grown through the media. Their crisis of confidence is primarily due to Danske Bank playing a significant role in the Danish financial crisis, followed by inconsistent communication from their part. Both of these factors are contributing to undermine the image of the bank. Furthermore, just as the work on this thesis was initiated, Danske Bank launched their new customer program, New Standards, which was widely criticized, and thereby worsened the crisis.

After an analysis of the communication of Danske Bank, a model that shows the parameters and mechanisms that affect Danske Bank’s communication is built. This communication model shows the entire bank’s communication. However, to cope with their various communication aspects we divide the bank’s communication in a threefold way, represented by the Danske Bank as a whole, the CEO and the individual banker.

We had the presumption that the personal banker assigned to each costumer is very important for the individual costumers - both in regard to the costumer’s personal relationship to the bank and general opinion about the bank. In order to examine this hypothesis, a focus group interview is conducted, which supports our claim that the relationship between costumer and banker is essential. The knowledge found through the focus group interview is used in conjunction with the so far obtained findings of the thesis to create a relation model that shows how the customers are affected by the bank as a whole and the individual banker, respectively.

Using the new model, we achieve the insight that the banker has a great influence on how the customers perceive the bank. The conclusion is based on the threefold communication model used by Danske Bank that was developed earlier and highlights that it is not possible for Danske Bank to accommodate the personal relationship at all three levels of communication. Furthermore, we find that it is not the lost customers that constitute the biggest problem for Danske Bank, but rather the potential customers who do not intend to choose Danske Bank.

SprogDansk
Udgivelsesdato31 maj 2013
Antal sider190
ID: 76991094