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An evaluation of a bank’s clients’ preference for particular communication channels

- Chapwanya, Marvelous

Authors: Chapwanya, Marvelous
Date: 2021-04
Subjects: Communication , Mass media
Language: English
Type: Master's theses , text
Identifier: http://hdl.handle.net/10353/26615 , vital:65663
Description: This study aims to establish clients’ preference for particular communication channels of a particular bank in Alice. The study, focusing on marketing communication, was guided by the tenets of media richness theory. The study employed both quantitative and qualitative research methods. This particular bank is one of the biggest banks in South Africa and it has many branches across the country and abroad. However, this study only focused on clients in the small town of Alice in the Eastern Cape. Alice has three major groups of clients: those who are highly educated, those who are illiterate and those who fall in between. This diversity in the demographics of the clients affects the way people react to the communication channels used by this bank including modern communication channels and traditional channels. It was discovered that education level, age (as related to literacy level), language, geographical location and access to computers and the internet have an impact on the way the clients evaluate the preference for particular communication channels of this bank. The results of the study show that the majority of the clients prefer communication channels that are interactive like face-to-face communication and cell phone calls. The other channels at the clients’ disposal are television, radio, newspapers, printed mail, internet and emails. However, some of these channels are not regarded as very effective by the clients in Alice for several reasons such as the rural nature of Alice, lack of access and resources, being illiterate, and a lack of education. The clients suggested that the bank make use of other communication channels that suit a rural and less developed area in order to effectively communicate with the clients. The study also brought to light that the use of the new ICTs in Alice is still lagging, resulting in many customers experiencing problems when they want to use some of the communication channels offered by the bank. , Thesis (MSoc ) -- Faculty of Social Sciences & Humanities, 2021
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