Leveraging Social Inclusion Through the Impact of Customer Services Quality

Leveraging Social Inclusion Through the Impact of Customer Services Quality

on Organizational Performance at a Selected Commercial Bank in Namibia




Simeon Panduleni Uahengo

Sales Manager: MMI Holding and Regent Business School MBA Graduate

Sadrag Panduleni Shihomeka

Department of Lifelong Learning and Community Education, University of Namibia, P.O Bok 24531, Windhoek, Namibia, E-mail: sshihomeka@yahoo.com


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DOI: http://dx.doi.org/10.31014/aior.1992.01.02.11



Abstract

This paper investigated the impact of customer services quality on the organizational performance at a selected commercial Bank in Namibia as a social inclusion driver for economic growth within the banking sector. The objectives for the study were: to establish the relationship between quality customer service and organizational performance; to establish the impact of quality customer service on the overall organizational performance and to offer recommendations to the management and relevant stakeholders. A quantitative research approach was used with a simple random probability sampling. A closed-ended questionnaire was used to collect data to leverage social inclusion through the impact of customer services quality on the overall organizational performance. 57 Closed ended-questionnaires were used to collect the data. By using descriptive statistics, data were recorded on excel spreadsheets. The results of the study were presented by using graphs and converting the data into percentage, mean values and percentages. The finding reveals that quality customer service contributes mostly towards an improved organisational performance. The results further established that majority of the clients including the customer service consultants’ staff strongly agreed that, quality customer service contributes to the sustainable organizational performance. The study recommends to the top management of a selected commercial bank to keep on investing in the customer service quality by increasing the numbers of ATMs at every business centre in the area as it provides convenient alternatives to the customers. Furthermore, investments in technological innovations and customer service help commercial banks to sustainably retain and attract more customers yielding much-needed profitability for the bank. The study recommends that future researchers should investigate the inclusive sustainability of customer services quality and how they affect the overall organizational performance at different commercial banks.



Introduction

Namibia like many other countries in Southern Africa is working toward gaining a good reputation in the world with regard to its governance. However its governance machinery still needs to be lubricated further to enhance service delivery for the betterment of Namibian people. The Government has adopted a national development plan5 that aimed at strengthening institutions for effective service delivery to people in line with sustainable social inclusion (NDP5 report, 2017).


Annual customer satisfaction survey by the business community is recognized that service delivery is not only a challenge in the public sector. It was therefore agreed that in the true Harambee spirit, the Namibia Chamber of Commerce and Industry (NCCI) would on an annual basis measure customer satisfaction in the business sector. During the Harambee Prosperity Plan consultations, the NCCI undertook to develop sector-based targets on turnaround time in the private sector. Effective governance is not only essential but is a pre-condition for the government to facilitate sustainable development. Without effective governance, there can be no sustained economic development, job creation, and poverty reduction. While we have strong governance architecture, it is noted that more should be done to strengthen governance and improve on service delivery through the national objective project of The HARAMBEE PLAN FOR PROSPERITY [HPP] which has been developed to complement the National Development Plans and Vision 2030. The HPP is a focused and targeted approach to achieve high impact in defined priority areas. One of the agreed upon features of planning is that it must be flexible (Harambee Plan for Prosperity 2016/2017&2019/20).


Like many other private institutions, commercial banks in Namibia and the world at large, the Selected Bank in this study has invested much in improving customer service as a key strategy in achieving its mission of creating a better world for all in Namibia and more particularly to compliment the Governments’ Harambee Prosperity Plan and respond to the prevailing market demand by identifying the impact of quality customer service and the return that justify investments in customer service. In that connection, the selected bank has come up with what is called 4s strategies focusing on the followings: People, Planet, Partnership and Profit as a vehicle to take the bank to the expected quality customer service standard that subsequently leads to profit growth. These key strategies suggest that, when you have right people at the right positions, that understand the environment where they operate from and the importance of keeping our planet safe, the bank will be able to attract good partnership that will help grow the business to make profit and that will be driven by the people strategy to provide quality customer service (the selected Bank Business Plan 2014/2016).


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