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continuity across corporate strategy and implementation. In meeting the use of technology dimension banks should implement and include new technologies. This could include banking applications, new forms of mobile banking and changing their online banking to enhance customer convenience and the overall customer experience.
As the study also shows that differences do exist between males and females and the expectations they have of the CRM dimensions offered by their banks, it needs to be determined whether marketers have to change their strategy to accommodate these differences. The research indicates that a significant difference could only be detected for the service quality, the use of technology and convenience dimensions. In all these cases, it was observed that females have higher levels of expectations for these CRM dimensions than males. Marketers of banks should therefore focus on setting their service standards according to what female respondents expect. When implementing this strategy, banks will automatically meet the expectations of male respondents, as they have lower expectations of their banks' CRM efforts than their female counterparts do. By determining what females desire from the service encounter would be the first step in implementing this strategy. Marketers would then have to align their current strategies in order to meet these newly identified expectations and maintain a standard of meeting them by improving on their service quality and introducing new technologies as well as new ways of banking.
LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCH In conducting the research, the following limitations came forth:
Ÿ Very few studies have been conducted on black generation Y South Africans especially pertaining to generation Y adults.
Ÿ The study did not include Capitec Bank as one of the major new role players.
Ÿ The study did not focus on those respondents making use of cell phone or online banking, but rather on the general public using a variety of different banking options.
Ÿ The length of the questionnaire discouraged some respondents from completing the survey.
Based on the limitations above the following recommendations for future research can be suggested: Ÿ Conduct a similar study including Capitec Bank. Ÿ Future studies should be targeted at respondents preferring online channels as well.
Ÿ The study could be replicated in other geographical areas and amongst other age groups (generations).
THE INFLUENCE OF GENDER ON THE EXPECTATIONS OF BLACK GENERATION Y CLIENTS TOWARDS THEIR BANKS' CRM EFFORTS 467