Assessing the impact of customer service on organizational performance in the banking sector. A case study of Standard chartered bank limited
Loading...
Date
November, 2018
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
With liberalization of the economy in Ghana, and through the financial sector structural
adjustment programmes, the challenge has been cast for Banks to deal with customers with
high levels of sophistication, education, confidence and their expectations of the service
they want to receive. Hence the aim of this study was to assess the impact of customer
service on organizational performance in the banking sector using Standard Chartered
Bank Limited as case study. The objectives of the study were: to examine the factors that
Standard Chartered Bank Limited considers as effective customer service strategy: to
ascertain the current state of customer service at Standard Chartered Bank Limited; and to
examine the impact of effective customer service on the performance of Standard
Chartered Bank Limited. Through an in-depth literature review, the concept of customer
service, the quality of customer service and ways of improving customer focus and
customer service by banks were ascertained. The study employed the use purposive
sampling technique. Data was gathered from answered questionnaires retrieved from
respondents. A total of 100 questionnaires were distributed to the staff and customers of
standard chartered bank limited, head office, with a response rate of 100%. Data gathered
was analyzed using mean score ranking and descriptive analysis. The research design that
was used is a simple descriptive survey using questionnaires. The findings revealed that
Standard Chartered Bank uses various factors to measure the effectiveness of their services.
These include management of complaints, giving feedbacks, assessment of customer
loyalty and that the majority of the customers also strongly agreed that the staff of Standard
Chartered Bank are very responsive in service delivery and addressing customer challenges
and complaints and that the facilities and staff of Standard Chartered Bank have good
appearance. This is part of the customer service strategy of the bank. Recommendations
were that Standard Chartered Bank Limited must extend it services to rural areas since the
rural areas lack certain social amenities, which has increased rural-urban migration placing
a load on the amenities in the urban centers.
Description
A thesis submitted to the Department of Construction Technology and Management
College of Art and Built Environment in partial fulfilment of the requirements for
the Degree of
Master of Science,
Keywords
Customer, Service, Impact