What is Gerontographics

The increasing share of older people in the population has influenced the economic and social life and services sectors. Banking services are integrated into almost all of the daily transactions and inevitable for 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 have shown that older consumers expect special attention from their customer relationship managers. The relationship managers have positive attitudes toward older consumers and high customer-employee rapport 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 perceived branch visit reasons. This chapter has provided current empirical findings, insights, and managerial recommendations about customer-employee relationships in the older consumers and services contexts.