The study aims to investigate how digital mortgages affect generation Z’s customer loyalty towards banks. The choice of purpose is based on the fact that there is a strong innovative power within the Swedish banking sector. 

Method: This study is carried out based on a qualitative research method with an deductive approach. Empirical data has been collected through semi-structured interviews with individuals belonging to generation Z who have a previous mortgage and who have, respectively, not have financial education. 

Results and Conclusion: Physical mortgages are of great importance to generation Z and can in conjunction with the digital ones create the strongest customer loyalty, by meeting customer needs in the best possible way. On the contrary, it does not mean that a customer within generation Z will switch banks if only the digital mortgages are offered, instead the risks of disloyalty increases. 

Contribution of the thesis: The study contributes to a wider understanding of generation Z perspective on digital mortgages and how it affects their customer loyalty, and thus adds to increased knowledge in the marketing area. The results show a continued value of physical banks in certain matters despite the increased digitization. The study provides increased understanding of factors that influence customer loyalty among generation Z, which can be valuable for banks and other companies targeting this target group.