This study investigates the relationship of bank customers’ behavioural patterns based on the customers past transactions, with respect to their profile characteristics. The main aim of this study is to illustrate that different categories of customers (based on demographical variables such as race, gender and age) have statistically significant differences in behaviour, with respect to how they operate their accounts. A theoretical overview on the literature of customer relationship management in the banking sector emphasises the importance of understanding customers to ensure that a business is successful. Four null-hypotheses where formulated based on a general research hypothesis. The data base provided a major South African bank is used to achieve the objectives. Extensive cleaning of the data set was necessary to ensure the validity of the results. The data set had 7860 customer keys. The large data base used contributed to the reliability of the results. The following behavioural variables were used in the study namely, transaction data, average debit and credit transaction amounts and average number of transactions per month. The main results of study indicate that different customer categories have statistically significant differences in behaviour, with respect to how customers operate their accounts. This implies that it is important for the banking sector to consider customer gender differences, age differences and race group differences in the relationship strategies which they employ in their multicultural environment. Further research in the area may be necessary before generalisation can be made on all banking customers.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:10566 |
| Date | January 2009 |
| Creators | Rasuba, Maanda |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Science |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MSc |
| Format | xiii, 158 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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