Abstract
M.Comm. (Marketing Management)
As the South African banking industry is becoming more competitive due to new entrants and competitive offerings it is important to establish relationships with customers to maintain a competitive advantage. For South African banks to form relationships with customers, they need to understand their customers and what customers require from the relationship. For that reason, South African banks need to identify dimensions of customer relationship management (CRM) to build upon in strengthening their relationships with customers. As South Africa has experienced a rise in the spending power of black generation Y’s, this demographic requires further investigation. South African banks should realise that this market has significant potential in terms of profitability and it is important to determine which dimensions of customer relationship management this market prefers in order to build and further strengthen relationships.
The primary objective of the study was to determine black generation Y’s expectations of customer relationship management offered by their banks especially targeting generation Y adults within the Gauteng area. The study aimed at identifying customer relationship management dimensions and investigating black generation Y adults’ expectations toward those dimensions. The study further investigated whether black generation Y adults were satisfied with their banks and whether their satisfaction will lead to relationship intention and loyalty. The study focused on CRM dimensions identified from previous literature namely service quality, customisation, two-way communication, technology (the use of), commitment and convenience. Quantitative research methods were then used by means of a questionnaire that was distributed through convenience sampling to respondents throughout selected shopping malls in the Gauteng area. In order to measure expectations, satisfaction, relationship intention and loyalty constructs, only respondents who have banked with one of the four major banks (ABSA, FNB, Nedbank and Standard Bank) for a period of three or more years between the ages of 21-34 were asked to participate in the study. A total of 581 questionnaires were retained for data analysis.
Results indicated that respondents had high expectations for the customer relationship management dimensions offered by their banks but specifically with the dimensions of convenience and technology. Respondents also indicated that they are satisfied with their current banks and are willing to continue their relationships with their banks and remain loyal. These results could benefit the South African banking industry in that it provides insights into black generation Y adults as well as provide insights into possible CRM strategies banks could consider. The results of the study confirm that customer satisfaction influences relationship intention and retention. Banks therefore need to ensure that customers are satisfied to ensure loyal customers in the long-term.
In making recommendations for future studies, it was suggested that this study also be done on other cohorts such as Generation X as well as to conduct a follow up study which include new and upcoming banks such as Capitec Bank within the South African banking industry.