Readiness for banking technologies by senior citizen banking clients

Abstract

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.