Private banking customers' preferences of delivering channels of products in South Africa
Date
2016
Authors
Ramoliko, Khathutshelo
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Abstract
This study sought to establish private banking customers’ preferences between
receiving contact with a relationship manager and contact via digital channels
when interacting with the bank in general and when they made use of various
products and services offered by the bank. A literature review of relationship
marketing, the use of digital platforms in banking and customer interaction was
conducted. A survey sample of 183 private banking customers who made use
of relationship managers was used to establish their preferences between the
two channels when performing banking activities. Private banking customers
are increasingly self-directed and prefer digital contact for many of the services
provided by a bank. A comprehensive analysis of private banking customers’
preferences between face-to-face and digital channels was conducted across
various banking services. Lastly, the implications of these outcomes for the
private banking industry are proposed and discussed.
Description
MBA
Keywords
Banks and banking -- South Africa. Consumers' preferences -- South Africa. Relationship marketing -- South Africa.Mobile commerce -- South Africa.