Consumer preferences towards the marketing communication activities of non-profit organisations in Gauteng : a generational perspective
- Du Plessis, L., Petzer, D. J.
- Authors: Du Plessis, L. , Petzer, D. J.
- Date: 2011
- Subjects: Marketing communication , Non-profit organisations (NPOs)
- Type: Article
- Identifier: uj:6255 , http://hdl.handle.net/10210/8222
- Description: With donations declining as donors become older (Baby Boomers), non-profit organisations (NPOs) are compelled to shift their marketing focus to younger generations (Generation X and Generation Y) if they are to survive in a sector hampered by an increase in competition, a lack of funding and a shortage of volunteers. In order to address the younger generations, NPOs are required to have a better understanding of their donors’ demographic and psychographic characteristics, as this would enable them to communicate more effectively with the respective generations. As such, the purpose of this study is to measure the preferences of Baby Boomers, Generation X and Generation Y as current donors towards the marketing communication activities of NPOs. More specifically, the generations’ preferences towards the nature of marketing done by NPOs, the marketing communication elements, media channels, marketing messages and communication sources used by NPOs are measured and based on the results, a number of recommendations are suggested as to how NPOs should adapt their marketing communication strategies when addressing the different generations. Exploratory research, in the form of a secondary data analysis and five informal expert surveys, as well as descriptive research, in the form of a structured self-administered questionnaire was used to obtain the necessary data. The target population included all Baby Boomers (i.e. individuals born between 1946 and 1964), Generation X (i.e. individuals born between 1965 and 1976), and Generation Y members (i.e. individuals born between 1977 and 1994) residing in Gauteng, who had supported an NPO in the previous year and who were representative of the four major racial groups in South Africa (i.e. Black, Coloured, Indian and White). Quota sampling was used to divide the population into three quotas according to generation, while convenience sampling was used to fill each quota. In-home and intercept interviewing was used to obtain the necessary data from the respondents. In the end, the results revealed a number of similarities and differences between the three generations in terms of their preferences towards the marketing communication activities of NPOs. In terms of the generations’ preferences towards the nature of marketing done in the NPO sector, the respondents generally prefer NPOs that provide them with different options in terms of how they can support the NPO. More specific differences reveal that Generation Y, in contrast to Baby Boomers, prefers NPOs that allow them to provide feedback on their experience with the NPO. Considering the marketing communication elements that NPOs can use to convince the different generations to support them, respondents overall show preference towards making small contributions for a product purchased. More specifically Generation X and Generation Y prefer online fundraising appeals and social networks; Generation Y prefers NPOs’ websites; Generation X prefers special events and Baby Boomers show a strong preference towards articles placed in newspapers and magazines. In terms of the media channels that NPOs can use to communicate with donors, the respondents overall have a preference towards radio. In terms of specific differences between the generations, Generation Y and Generation X prefer the Internet, while Generation X prefers e-mail messages in relation to Baby Boomers, and sms messages in relation to Generation Y. As for the marketing messages used by NPOs, the respondents overall prefer the NPO’s marketing message if it is a positive one rather than a negative one. Comparing the generations, it is evident that Generation Y, compared to Baby Boomers, prefer the marketing messages of NPOs that create an emotion, that show information that will shock them, that use music which is popular to Generation Y listeners, and that contain images which attract their attention. In terms of the communication sources that NPOs might use, the respondents overall have a preference towards the NPO itself as the source – and, to a slightly lesser degree, if a beneficiary of the NPO is the source. Based on the similarities and differences between the generations, a number of specific recommendations are formulated in terms of how NPOs should communicate with the different generations, which media channels to use, the type of messages that should be conveyed and which communication source to use.
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- Authors: Du Plessis, L. , Petzer, D. J.
- Date: 2011
- Subjects: Marketing communication , Non-profit organisations (NPOs)
- Type: Article
- Identifier: uj:6255 , http://hdl.handle.net/10210/8222
- Description: With donations declining as donors become older (Baby Boomers), non-profit organisations (NPOs) are compelled to shift their marketing focus to younger generations (Generation X and Generation Y) if they are to survive in a sector hampered by an increase in competition, a lack of funding and a shortage of volunteers. In order to address the younger generations, NPOs are required to have a better understanding of their donors’ demographic and psychographic characteristics, as this would enable them to communicate more effectively with the respective generations. As such, the purpose of this study is to measure the preferences of Baby Boomers, Generation X and Generation Y as current donors towards the marketing communication activities of NPOs. More specifically, the generations’ preferences towards the nature of marketing done by NPOs, the marketing communication elements, media channels, marketing messages and communication sources used by NPOs are measured and based on the results, a number of recommendations are suggested as to how NPOs should adapt their marketing communication strategies when addressing the different generations. Exploratory research, in the form of a secondary data analysis and five informal expert surveys, as well as descriptive research, in the form of a structured self-administered questionnaire was used to obtain the necessary data. The target population included all Baby Boomers (i.e. individuals born between 1946 and 1964), Generation X (i.e. individuals born between 1965 and 1976), and Generation Y members (i.e. individuals born between 1977 and 1994) residing in Gauteng, who had supported an NPO in the previous year and who were representative of the four major racial groups in South Africa (i.e. Black, Coloured, Indian and White). Quota sampling was used to divide the population into three quotas according to generation, while convenience sampling was used to fill each quota. In-home and intercept interviewing was used to obtain the necessary data from the respondents. In the end, the results revealed a number of similarities and differences between the three generations in terms of their preferences towards the marketing communication activities of NPOs. In terms of the generations’ preferences towards the nature of marketing done in the NPO sector, the respondents generally prefer NPOs that provide them with different options in terms of how they can support the NPO. More specific differences reveal that Generation Y, in contrast to Baby Boomers, prefers NPOs that allow them to provide feedback on their experience with the NPO. Considering the marketing communication elements that NPOs can use to convince the different generations to support them, respondents overall show preference towards making small contributions for a product purchased. More specifically Generation X and Generation Y prefer online fundraising appeals and social networks; Generation Y prefers NPOs’ websites; Generation X prefers special events and Baby Boomers show a strong preference towards articles placed in newspapers and magazines. In terms of the media channels that NPOs can use to communicate with donors, the respondents overall have a preference towards radio. In terms of specific differences between the generations, Generation Y and Generation X prefer the Internet, while Generation X prefers e-mail messages in relation to Baby Boomers, and sms messages in relation to Generation Y. As for the marketing messages used by NPOs, the respondents overall prefer the NPO’s marketing message if it is a positive one rather than a negative one. Comparing the generations, it is evident that Generation Y, compared to Baby Boomers, prefer the marketing messages of NPOs that create an emotion, that show information that will shock them, that use music which is popular to Generation Y listeners, and that contain images which attract their attention. In terms of the communication sources that NPOs might use, the respondents overall have a preference towards the NPO itself as the source – and, to a slightly lesser degree, if a beneficiary of the NPO is the source. Based on the similarities and differences between the generations, a number of specific recommendations are formulated in terms of how NPOs should communicate with the different generations, which media channels to use, the type of messages that should be conveyed and which communication source to use.
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The perceived service quality, satisfaction and behavioural intent towards cellphone network service providers : a generational perspective
- Petzer, D. J., De Meyer, C. F.
- Authors: Petzer, D. J. , De Meyer, C. F.
- Date: 2011-09
- Subjects: Generation X , Generation Y , Service quality , Service satisfaction , Cellphone network service providers , Baby boomers
- Type: Article
- Identifier: uj:5781 , ISSN 1993-8233 , http://hdl.handle.net/10210/7788
- Description: The importance of providing customers with quality services in order to satisfy them and encourage future purchases is well documented in literature. Yet, the cellphone network provider industry of South Africa seems to be riddled with service quality problems. This study aims to determine different generations’ perceived service quality of services and satisfaction levels with services provided by cellphone network service providers, as well as their behavioural intentions towards these providers. The study furthermore examines the correlations between these three constructs and uncovers significant differences between different generations. Data was collected from 2339 respondents by means of a self-administered questionnaire. Young Generation Y consumers perceive the service quality levels and service satisfaction levels of these providers as significantly lower than other generations. This is also true for their behavioural intent. Significant correlations also exist between the generations’ perceived level of service quality they experience, their perceived level of satisfaction with, and their behavioural intent towards providers. This implies that providers should strongly focus their efforts on satisfying the needs, and improving the service satisfaction of young Generation Y consumers in order to retain them in the future. Providers should also vary marketing strategies based upon the differences uncovered between the generations.
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- Authors: Petzer, D. J. , De Meyer, C. F.
- Date: 2011-09
- Subjects: Generation X , Generation Y , Service quality , Service satisfaction , Cellphone network service providers , Baby boomers
- Type: Article
- Identifier: uj:5781 , ISSN 1993-8233 , http://hdl.handle.net/10210/7788
- Description: The importance of providing customers with quality services in order to satisfy them and encourage future purchases is well documented in literature. Yet, the cellphone network provider industry of South Africa seems to be riddled with service quality problems. This study aims to determine different generations’ perceived service quality of services and satisfaction levels with services provided by cellphone network service providers, as well as their behavioural intentions towards these providers. The study furthermore examines the correlations between these three constructs and uncovers significant differences between different generations. Data was collected from 2339 respondents by means of a self-administered questionnaire. Young Generation Y consumers perceive the service quality levels and service satisfaction levels of these providers as significantly lower than other generations. This is also true for their behavioural intent. Significant correlations also exist between the generations’ perceived level of service quality they experience, their perceived level of satisfaction with, and their behavioural intent towards providers. This implies that providers should strongly focus their efforts on satisfying the needs, and improving the service satisfaction of young Generation Y consumers in order to retain them in the future. Providers should also vary marketing strategies based upon the differences uncovered between the generations.
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Banking customers’ attitudes toward complaining : their likelihood of voicing a complaint and service recovery they consider appropriate.
- Petzer, D. J., Mostert, P. G.
- Authors: Petzer, D. J. , Mostert, P. G.
- Date: 2012
- Subjects: Banking industry - South Africa , Customer complaints , Services marketing , Service recovery responses , Customer relations
- Type: Article
- Identifier: uj:5899 , ISSN 1993-8233 , http://hdl.handle.net/10210/8018
- Description: This paper measures the attitude of banking customers towards complaining and their likelihood to complain when a service failure is experienced at their current and another bank. Insight is also provided into the service recovery responses customers consider appropriate when a service failure is experienced. The target population included individuals in the Gauteng Province of South Africa who hold a bank account in their personal capacity. An interviewer-administered survey was used to collect data using non-probability quota sampling based upon population group and gender. A demographic profile of respondents, as well as the findings in terms of the aforementioned constructs and related hypotheses is provided. The study found that respondents have a positive attitude towards complaining, and that they are significantly more likely to voice a complaint when experiencing a service failure at their current bank than at another bank. Significant differences also exist with regard to the individual responses respondents consider appropriate when confronted with a hypothetical service failure experienced at their current bank and another bank.
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- Authors: Petzer, D. J. , Mostert, P. G.
- Date: 2012
- Subjects: Banking industry - South Africa , Customer complaints , Services marketing , Service recovery responses , Customer relations
- Type: Article
- Identifier: uj:5899 , ISSN 1993-8233 , http://hdl.handle.net/10210/8018
- Description: This paper measures the attitude of banking customers towards complaining and their likelihood to complain when a service failure is experienced at their current and another bank. Insight is also provided into the service recovery responses customers consider appropriate when a service failure is experienced. The target population included individuals in the Gauteng Province of South Africa who hold a bank account in their personal capacity. An interviewer-administered survey was used to collect data using non-probability quota sampling based upon population group and gender. A demographic profile of respondents, as well as the findings in terms of the aforementioned constructs and related hypotheses is provided. The study found that respondents have a positive attitude towards complaining, and that they are significantly more likely to voice a complaint when experiencing a service failure at their current bank than at another bank. Significant differences also exist with regard to the individual responses respondents consider appropriate when confronted with a hypothetical service failure experienced at their current bank and another bank.
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