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THE INFLUENCE OF GENDER ON THE EXPECTATIONS OF BLACK GENERATION Y CLIENTS TOWARDS THEIR BANKS' CRM EFFORTS
27 ABSTRACT
Customer relationship management has become recognised as the next wave of marketing since its introduction in the 1900s (Payne, 2005: 13). Different studies have been conducted on customer relationship management and generation Y since its inception, but few have focused on black generation Y individuals and their expectations of CRM within the banking industry. A descriptive study was conducted to determine whether gender differences exist among black generation Y individuals pertaining to the customer relationship management (CRM) efforts offered by their banks focusing on the dimensions of service quality, customisation, two-way communication, the use of technology, commitment and convenience. Data was obtained from 588 respondents in the Gauteng area through quota sampling. The findings suggest that black females have higher expectations for service quality, the use of technology and convenience than their male counterparts. This study is of value as it will enable banks to focus their marketing strategies to improve the relationships they have with their black Generation Y customers.
KEYWORDS CRM; Gender; Black generation Y; Expectations; CRM dimensions