scholarly journals Generation Y consumers’ perceived brand personality of South African retail banks

2021 ◽  
Vol 16 (3) ◽  
pp. 130-140
Author(s):  
Marko van Deventer ◽  
Nkosinamandla Erasmus Shezi
Keyword(s):  
South African ◽  
Generation Y ◽  
Brand Personality ◽  
Retail Banking ◽  
Convenience Sample ◽  
Personality Dimensions ◽  
Banking Market ◽  
Financial Benefits ◽  
Retail Banks ◽  
Self Administered Questionnaire

Successful management of a retail bank’s brand requires some form of brand image, such as brand personality. Creating a retail bank’s brand personality is effective in establishing attachment between customers and the retail-banking brand they choose to support based on self-identification. As such, this study’s aim is to investigate the bank identification and perceived brand personality dimensions of retail banks among the profitable and significantly sized Generation Y banking market. For this study, a non-probability convenience sample of 300 Generation Y banking customers was used. A self-administered questionnaire was developed for data collection. The results of the study suggest that Generation Y customers perceive their chosen retail bank as successful, sophisticated, sincere, rugged, community driven and classic. Moreover, the results showed that the brand personality dimensions of community driven and successfulness are mostly related to the identification of Generation Y customers with their retail bank brand. Customers who easily identify with their retail bank brand bring financial benefits to the bank, as these customers remain loyal to the brand. The results provide insights that can help retail banks to better understand their current brand personality perceptions, which is important given that brand personality can improve bank brand identification among customers.

scholarly journals Influence of perceived integrity and perceived system quality on Generation Y students’ perceived trust in mobile banking in South Africa

2017 ◽  
Vol 12 (1) ◽  
pp. 128-134 ◽  
Author(s):  
Marko van Deventer ◽  
Natasha de Klerk ◽  
Ayesha Bevan-Dye
Keyword(s):  
South African ◽  
Generation Y ◽  
Perceived Risk ◽  
Positive Influence ◽  
Mobile Banking ◽  
System Quality ◽  
Convenience Sample ◽  
Perceived Trust ◽  
Retail Banks

Mobile banking represents an important addition to retail banks’ digital banking channels and a salient tool for servicing both current and future customers. However, given the cybernetic nature of mobile banking, there is a certain degree of uncertainty and perceived risk associated with the use thereof. This uncertainty and perceived risk elevate the importance of trust in fostering mobile banking adoption. The Generation Y cohort, which encompasses today’s youth, represents an important current and future banking segment and their adoption of mobile banking channels could have a significant effect on the cost of servicing members of this cohort. Understanding the factors that positively contribute to the Generation Y cohort’s trust in mobile banking will help retail banks to better market their mobile banking channels to members of this cohort and thereby foster greater adoption of such channels. The study reported in this article considers the influence of the perceived integrity of the bank and the perceived system quality of mobile banking on Generation Y students’ perceived trust in mobile banking in the South African context. Data were gathered from a convenience sample of 334 students registered at three public South African university campuses using a self-administered questionnaire. The gathered data were analyzed using descriptive statistics, correlation analysis and bivariate regression analysis. The results of the study suggest that Generation Y students’ perceived integrity of a bank, together with the perceived system quality of mobile banking, has a significant positive influence on their perceived trust in mobile banking.

Brand personality of fabric content: an application of the multidimensional implicit association test (md-IAT)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Seung-Eun Lee
Keyword(s):  
Personality Traits ◽  
Implicit Association Test ◽  
Brand Personality ◽  
Association Test ◽  
Unique Contribution ◽  
Implicit Association ◽  
Convenience Sample ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Personality Traits

Purpose This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester. Design/methodology/approach The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester. Findings The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions. Originality/value A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

scholarly journals Dimensions of perceived risk of mobile banking apps: An empirical investigation of South African retail banking customers.

10.29007/v4j1 ◽  
2019 ◽  
Author(s):  
Philile Thusi ◽  
Daniel K. Maduku
Keyword(s):  
South African ◽  
Perceived Risk ◽  
Strong Relationship ◽  
Negative Influence ◽  
Positive Influence ◽  
Mobile Commerce ◽  
Retail Banking ◽  
Mobile Banking ◽  
Customer Trust ◽  
Retail Banks

Banking transactions carried out in the uncertain conditions of mobile commerce involve highlevels of perceived risk and require substantial levels of trust. Therefore, gaining customer trust and reducing the influence of risk is imperative to developing and nurturing long-lasting and strong relationship between customers and retail banks. However, limited research is currently investigating the effects of overall perceived risk and trust on retail banking customers use of mobile commerce, particularly from the perspective of emerging African economies. This study investigates the effects of perceived risk and institution-based trust on the use of mobile banking apps among South African retail bank customers. The model was tested using responses obtained from 352 users of the mobile banking services of the five major retail banks (ABSA, Capitec, FNB, Nedbank, and Standard Bank) in South Africa. The findings of this study suggest that institution- based trust has a significant positive influence on use behaviour of mobile banking apps. Furthermore, perceived risk has a significant negative influence on use behaviour; and, lastly, institution-based trust is found to have a significant negative influence on perceived risk.

Competition Between Neobanks and Online Banks in the French Retail Banking Market and Reactions From Universal Banks

2021 ◽  
pp. 191-216
Author(s):  
Jean Michel Rocchi
Keyword(s):  
Survival Analysis ◽  
Population Ecology ◽  
Banking System ◽  
Retail Banking ◽  
The Other ◽  
The Core ◽  
Banking Market ◽  
Set Up ◽  
Retail Banks ◽  
Market Strategies

This chapter will provide an analysis of market moves, and innovation sources, from newcomers and incumbent players, based on core and periphery networks theory; and additional survival analysis and VSR model, based on organizational population ecology. The French market neobanks, which are a subpart of fintech, are dominantly set up by entrepreneurs. On the contrary, online banks usually have universal banks as shareholders. Does this difference matter regarding market strategies? Is innovation coming only from peripheral actors like online banks and moreover neobanks, or do large retail banks at the heart of the banking system try to integrate or promote it? The author will discuss these topics to conclude with mixed evidence. Hence, if neobanks, on one hand, tend to converge towards the core; universal banks, on the other hand, are growingly accepting peripheral actors.

Relationship marketing: an S–O–R perspective emphasising the importance of trust in retail banking

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mornay Roberts-Lombard ◽  
Daniël Johannes Petzer
Keyword(s):  
Customer Orientation ◽  
Emerging Market ◽  
Perceived Value ◽  
Retail Banking ◽  
Content Type ◽  
Behavioural Intentions ◽  
Customer Support ◽  
Retail Banks ◽  
Self Administered Questionnaire

PurposeUsing the stimulus–organism–response (S–O–R) framework, this study investigates the role of trust (organism) in influencing the behavioural intentions (response) of emerging market retail banking customers, based on the banks' selected customer-focused efforts (stimuli) to influence behavioural intentions. The study also looks at the moderating effects of customers' perceived value and the duration of their support on these relationships.Design/methodology/approachThe data analysed were collected from 599 retail banking customers in an emerging market via a self-administered questionnaire.FindingsCustomer-focused efforts, except for expertise, significantly and positively influence trust. Trust partially mediates the relationships between the remaining customer-focused efforts and behavioural intentions. Furthermore, perceived value moderates the relationships between these stimuli and trust, excluding information sharing. The duration of customer support for the bank also moderates the relationships between these stimuli and trust, bar customer orientation.Research limitations/implicationsThe study augments the understanding of trust's role as the organism from an S–O–R framework perspective.Practical implicationsThe study assists banks in emerging markets in understanding trust's role in influencing customers' behavioural intentions, given the application of selected customer-focused efforts. It highlights the significance of perceived value and duration of customer support in the relationships between these customer-focused efforts and trust.Originality/valueUsing a single S–O–R framework, the role of trust in mediating the relationships between retail banks' selected customer-focused efforts and customers' behavioural intentions is uncovered.

scholarly journals Perceived Brand Personality of Symbolic Brands

2014 ◽  
Vol 6 (7) ◽  
pp. 532-541
Author(s):  
RE-AN MÃœLLER
Keyword(s):  
Higher Education ◽  
South Africa ◽  
Personality Traits ◽  
Generation Y ◽  
Brand Personality ◽  
Education Institution ◽  
Higher Education Institution ◽  
Product Categories ◽  
Self Administered Questionnaire

Brand personality can be defined as a set of human characteristics associated with a brand (Aaker, 1997).This study reports on the perceived brand personality of symbolic brands as seen by Generation Y students from one higher education institution campus located in South Africa. The respondents were asked to write down the first brand that came to mind for eight symbolic product categories. The top two brands in each category were used in a self-administered questionnaire. A second group of respondents were then asked to write down personality traits they associate with each of the identified brands. These findings, present a unique viewpoint regarding a number of brands and how the respondents perceive their brand personalities.

scholarly journals Client-Centricity In South African Retail Banking

2014 ◽  
Vol 13 (5) ◽  
pp. 997
Author(s):  
Johan Coetzee
Keyword(s):  
South Africa ◽  
South African ◽  
Retail Banking ◽  
Specific Function ◽  
Administrative Personnel ◽  
Related Product ◽  
Retail Banks ◽  
Central South ◽  
Client Needs ◽  
Contact Personnel

Client-centricity deals with addressing the needs of clients as they change. It requires contact-personnel who are empowered to not only identify client needs, but address them speedily. This study investigated the perceptions of client-centricity for 559 contact-personnel at three major South African retail banks in central South Africa. The results indicate that in general the contact personnel regard their respective banks as enforcing a client-centric strategy. They do however feel that the support from administrative personnel and the processes that support the sales environment are not always conducive to client-centric principles. This is a particular problem as contact-personnel are attuned to addressing the sales-related product and service offerings of clients as opposed to the process-related administrative burdens attached to the delivery of such products and services. The study also found that the job function of contact-personnel is the most important factor to consider when developing a client-centric strategy. Further to this, contact-personnel with the longest number of years of experience in a specific function are the best to use for management when determining whether or not specific tools to achieve client-centricity are effective. The major contribution of the study is that it focuses specifically on the perceptions of contact-personnel and thus provides additional knowledge of what the bank (through its client-facing staff) itself considers important with regards to client-centricity.

Managing multichannel coordination in retail banking: the influence of customer participation

2006 ◽  
Vol 24 (5) ◽  
pp. 327-345 ◽  
Author(s):  
Loïc Plé
Keyword(s):  
Organizational Design ◽  
Retail Banking ◽  
Customer Participation ◽  
Content Type ◽  
Quantitative Studies ◽  
Retail Banks ◽  
The Impact ◽  
Depth Interviews

PurposeThe purpose of this research is to explore the combining of marketing and organizational literature. This paper seeks to evaluate the relationships between multichannel coordination and customer participation, as seen through the lens of potential customer opportunism. It aims at showing the impact of this opportunism on the organizational design of multiple channels structures.Design/methodology/approachThe research reports on an exploratory case study in a French retail bank. A total of 25 in‐depth interviews were conducted, and the use of other sources enabled data triangulation.FindingsThe results show first that an increase in the number of distribution channels is liable to favor customer opportunistic behavior. To counter this, the bank mainly relies on impersonal coordination modes. An emerging result highlights the role of the customer as a “perceptual filter” between the different channels of employees.Research limitations/implicationsCustomer opportunism is studied via channels employees perceptions. An investigation using a customer survey may help to better understand this construct, e.g. to identify its antecedents, and to measure it precisely. Moreover, further qualitative and/or quantitative studies with larger sample sizes are needed to try and generalize these results.Practical implicationsIt is recommended not to forget that customers can facilitate or hinder multichannel coordination. Retail banks have the power to use them conveniently, provided that they are fully conscious of the scope of the “partial employee” role played by the customer.Originality/valueThis paper broadens understanding of how multichannel distribution structures are coordinated, and in a way belies traditional organizational design literature. The emerging result gives birth to the concept of “reversed interactive marketing”, which has interesting theoretical and practical repercussions.

Generation Y students' purchase behaviour towards organic foods in South Africa

2021 ◽  
Vol 6 (4) ◽  
pp. 202-212
Author(s):  
Kirsty-Lee Sharp ◽  
Costa Synodinos
Keyword(s):  
South Africa ◽  
South African ◽  
Generation Y ◽  
Organic Food ◽  
Food Product ◽  
Primary Objective ◽  
Measurement Scale ◽  
Full Time ◽  
The South ◽  
Organic Foods

Objective - The primary objective of this study is to identify and explain the antecedents of organic food purchase behaviour of Generation Y students in the South African context. This study aimed to shed some light on Generation Ystudents' health consciousness, perceived behaviour control, convenience, attitudes, purchase intentions, and actual buying behaviourtoward organic food products. The study also attempted to determine the underlying strengths and relationships between the constructs used in the measurement scale. Lastly, gender relationships were investigated to determine if any differences existed between males and females in terms of their organic food product purchases. Methodology/Technique - This research study employed a descriptive, non-probability, convenience sampling design. The intended target population was full-time registered undergraduate Generation Y students aged between 18 and 24 years. The sample size was 200 students based across the four faculties within the chosen higher education institution, namely the Faculty of Management Sciences, the Faculty of Applied and Computer Sciences, the Faculty of Engineering, and the Faculty of Human Sciences. The 200 self-administered questionnaires were distributed during recess times as to not to disrupt any learning time. The questionnaire contained a cover letter explaining the purpose of the study and that participation in the study was completely voluntary. Findings - The measurement scale displayed adequate reliability and validity for all constructs. Furthermore, all constructs had statistically significant positive means, indicating that Generation Y students are health-conscious, care for the opinions of friends and family, display pro-organic attitudes, intentions, and behaviour. Results from this study indicate that there is a need for food organizations to consider implementing organic-based products in their product offerings within the South African market. Novelty - Investigation oforganic food product purchase behaviouramong South African Generation Y students (Consumer behaviour). Type of Paper - Empirical Keywords: Organic Foods; Purchase Behaviour; Generation Y, South Africa. JEL Classification: M31, M39.

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