The influence of demographic variables on relationship banking: an international study

Chantal Rootman, Madele Tait and Gary Sharp

Global Business and Economics Review, 2013, vol. 15, issue 2/3, 133-147

Abstract: The purpose of this study was to conduct an empirical investigation among clients and managers to identify the influence of demographic variables on relationship banking. Primary data was collected from respondents in South Africa, Canada and the UK. Convenient snowball sampling was used to select the sample which comprised 637 banking clients and 67 bank managers. The two research instruments were structured seven-point Likert-type scale questionnaires, one distributed to clients and the other to managers. Quantitative statistical data analyses were conducted as descriptive statistics, reliability tests and linear modelling were performed. The empirical results show that, in addition to the bank-related aspects of personalisation and fees, various demographic characteristics of clients influence a bank's relationship marketing. This study could be of significant value to South African retail banks in order to consider the relationship marketing strategies of Canadian and UK banks. In terms of practical banking strategies, the study adds value in respect of personalised offerings and the development and implementation of fair fee structures relating to different client categories, which would ultimately improve bank-client relationships.

Keywords: banks; relationship marketing; demographic variables; relationship banking; South Africa; Canada; UK; United Kingdom; personalisation; bank fees; bank-client relationships. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=53065 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:gbusec:v:15:y:2013:i:2/3:p:133-147

Access Statistics for this article

More articles in Global Business and Economics Review from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().