Perceptions of X and Y Generations towards Participation Banking

Abstract

Purpose – The present study aimed to investigate the perceptions of Turkish consumers from generations X and Y toward participation banking. Design/methodology/approach – Regression model was used to measure the perceptions of consumers from generations X and Y of participation banking, as well as the correlations between awareness, knowledge, and religious motivations. The study sample was composed of individuals from generations X and Y living in Bolu, Turkey. Preliminary data was collected through a survey on 408 participants selected through convenience sampling methodology. Results – The study findings indicated that study participants’ perceptions of participation banking significantly differed according to their demographic attributes. In addition, individuals from Generation Y had greater levels of perception, knowledge, awareness, and religious motivation compared to their counterparts from Generation X. When it comes to how generations influenced consumer perception, it was found that individuals of Generation Y had higher religious motivation, whereas Generation-X individuals were more open to new information. Discussion – It is of utmost importance for participation banks to know the differences in the perceptions of their target audience, i.e., consumers from Generations X and Y, so that they can reach their intended market share in banking. Knowing about their consumers as well as the market itself may enable participation banks to create consumer-oriented campaigns and develop financing packages that offer various investment products. Moreover, awareness of the differences in perceptions of individuals from Generations X and Y may enable participation banks to find ways to improve their performance as well as consumer satisfaction. A review of the relevant literature reveals that most studies investigated consumers’ perceptions of, motivations to choose, and levels of satisfaction from participation bank, with very few that examined whether consumers from Generations X and Y differ in their perceptions of participation banking. Hence, it is hoped that the present study could address this need in the relevant literature and contribute to the participation banking sector.