The objective of this study was to determine the technological readiness of senior citizen
bank customers and their banking technology adoption behaviours. In particular, the
purpose of the study was to determine the relationship between technology readiness and
age seniority as a moderator. A quantitative research methodology was adopted for this
exploratory research study, where a survey was administered with a population of 70
senior citizen bank customers residing in old age centres in Gauteng and North-West
provinces. A small proportion of the study's respondents comprised or senior citizen bank
customers resident in private homes in Mafikeng, North West. The findings of the study
revealed that senior citizen bank customers of the South African banks who have access to
technology based banking services and products are ready for banking technologies. The
study also revealed that senior citizen bank customers currently only have access to, and
use of, basic banking technology services and products that include a bank account,
landline telephone banking and ATMs. ln addition, the study found that senior citizen bank
customers of the South African Banks that have access to technology based banking
services and products have higher desirability to learn more about technology banking
products and services, are concerned about the safety of banking technologies which affect
their level of trust on them. Further, the study found that this segment of bank customers
does not have adequate access to information on new banking technology innovations that
is tailored to their unique traits prompting a need for the marketing efforts of the banks to
target segment of bank clients with customised marketing strategies. / Thesis (MBA) North-West University, Mafikeng Campus, 2011
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nwu/oai:dspace.nwu.ac.za:10394/15773 |
| Date | January 2011 |
| Creators | Diako, Bongani H |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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