Exploring Elderly Customer-Employee Rapport in Services: Managerial and Social Implications

Abstract

The increasing share of older people in the population has influenced the economic and social life andservices sectors. Banking services are integrated into almost all of the daily transactions and inevitablefor older consumers. This study aims to examine the special needs and expectations of older customers in retail banking. A survey was conducted on frontline salespeople in branches. The findings haveshown that older consumers expect special attention from their customer relationship managers. Therelationship managers have positive attitudes toward older consumers and high customer-employeerapport levels. Attitude and rapport constructs are positively and significantly correlated. In addition,relationship managers were divided into three clusters depending on their rapport levels and perceivedbranch visit reasons. This chapter has provided current empirical findings, insights, and managerialrecommendations about customer-employee relationships in the older consumers and services contexts.