This content requires Adobe Flash Player version
or later.
Either you do not have Adobe Flash Player installed,
or your version is too old,
or there is a problem with your Flash installation and we were unable to detect it.
Lastly, Table 6 indicates a significant difference between the means of black generation Y South Africans’ expectations of the convenience offered by their banks and gender (p = 0.027), where female (mean score = 6.52) respondents have higher expectations of the convenience dimension than male (mean score = 6.39) respondents. A small practical significance also exists with a value of 0.16.
Table 7 includes a summary of the hypotheses tested and whether the hypotheses have been accepted or rejected based on the results in Table 6.
TABLE 7: SUMMARY OF THE HYPOTHESES Hypothesis
H1: There is a significant difference between the means of black generation Y males and females expectations of the service quality CRM dimension offered by their banks
H2: There is a significant difference between the means of black generation Y males and females expectations of the customisation CRM dimension offered by their banks.
H3: There is a significant difference between the means of black generation Y males and females expectations of the two-way communication CRM dimension offered by their banks.
H4: There is a significant difference between the means of black generation Y males and females expectations of the technology CRM dimension offered by their banks.
H5: There is a significant difference between the means of black generation Y males and females expectations of the commitment CRM dimension offered by their banks.
H6: There is a significant difference between the means of black generation Y males and females expectations of the convenience CRM dimension offered by their banks.
Accept/Reject Accept
Reject Reject
Accept Reject Accept
CONCLUSION AND RECOMMENDATIONS
The main objective of the study was to determine whether differences exist between males and females pertaining to the expectations they have of the CRM dimensions offered by their banks in order to determine whether marketing strategies should be differentiated based on gender. The study indicated that females have higher expectations for the CRM dimensions of service quality and the use of technology and convenience than their male counterparts. For the remainder of the CRM dimensions (customisation, two-way communication and commitment), no significant differences exist between as male and female respondents.
In terms of looking at the expectations respondents have towards the CRM dimensions offered by their banks, it will be beneficial for marketers of banks to consider which dimensions respondents have the highest expectations for and focus on them. From the results it was observed that respondents indicated having the highest expectations for service quality and the use of technology. Marketers of banks should therefore emphasise these aspects as part of their corporate strategy and advertising campaigns and ensure that they deliver on the high expectations of these dimensions. It is recommended that banks should emphasize service quality by sending employees on training, assisting employees with guidance and providing employees with decision- making authority. This would reflect on the overall service quality delivered by the organisation. Marketers of banks should then focus their campaigns on superior service offerings as to ensure
THE INFLUENCE OF GENDER ON THE EXPECTATIONS OF BLACK GENERATION Y CLIENTS TOWARDS THEIR BANKS' CRM EFFORTS 466