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TABLE 6: INDEPENDENT SAMPLE T-TEST FOR THE CRM DIMENSIONS AND GENDER CRM dimension Service quality Customisation
Two – way communication
Technology Commitment Convenience Demographic Variable Gender Male Female Gender Male Female Gender Male Female Gender Male Female Gender Male Female Gender Male Female N
Table 6 indicates the mean scores for each CRM dimension compared with gender. From Table 6 it is evident that no significant or practical differences exist between the means of customisation, two- way communication and commitment between males and females. Table 6 does however indicate significant differences between the means of service quality, the use of technology and convenience and gender.
Service quality
From Table 6 it is evident that a significant difference exists between the means of black generation Y South Africans’ expectations of the service quality offered by their banks and gender (p = 0.000), where female (mean score = 6.45) respondents have higher expectations of the service quality dimension than male (mean score = 6.25) respondents. A small practical significance also exists with a d-value of 0.29.
The use of technology
From Table 6 it is evident that a significant difference exists between the means of black generation Y South Africans’ expectations of the technology offered by their banks and gender (p = 0.019), where female (mean score = 6.51) respondents have higher expectations of the use of technology dimension than male (mean score = 6.31) respondents. A small practical significance also exists with a d-value of 0.23.
THE INFLUENCE OF GENDER ON THE EXPECTATIONS OF BLACK GENERATION Y CLIENTS TOWARDS THEIR BANKS' CRM EFFORTS 465