Factors Affecting the Quality of Customer Service in the Banking Industry in Kenya: a Case of Ecobank Kenya, Nairobi Region

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Factors Affecting the Quality of Customer Service in the Banking Industry in Kenya: a Case of Ecobank Kenya, Nairobi Region FACTORS AFFECTING THE QUALITY OF CUSTOMER SERVICE IN THE BANKING INDUSTRY IN KENYA: A CASE OF ECOBANK KENYA, NAIROBI REGION BY MERCY MOSE N. SALIM UNITED STATES INTERNATIONAL UNIVERSITY – AFRICA SUMMER 2016 FACTORS AFFECTING THE QUALITY OF CUSTOMER SERVICE IN THE BANKING INDUSTRY IN KENYA: A CASE OF ECOBANK KENYA, NAIROBI REGION BY MERCY MOSE N. SALIM A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) UNITED STATES INTERNATIONAL UNIVERSITY – AFRICA SUMMER 2016 STUDENT’S DECLARATION I, the undersigned, declare that this research proposal is my original work and has not been submitted to any other college, institution, or university for academic credit other than United States International University – Africa, Nairobi, Kenya. Signed:____________________________ Date:_____________________________ Mercy Mose N. Salim (ID 642941 ) This research project has been presented for examination with my approval as the appointed supervisor. Signed:_____________________________ Date:____________________________ Fred Newa Signed:___________________________ Date:___________________________ Dean, Chandaria School of Business ii COPYRIGHT All rights reserved. No part of this project report should be reproduced in any form or by any means including photocopying, recording without prior written authorization from the author. Mercy Mose N. Salim © 2016 iii ABSTRACT The purpose of the study was to establish the factors that affect the quality of customer service in the Nairobi Region Branches of Ecobank Kenya. The study specifically sought to determine the extent to which training of staff affect the quality of customer service in the Nairobi Region Branches of Ecobank Kenya, the extent to which staff attitude affect the quality of customer service in the Nairobi Region Branches of Ecobank Kenya, the effects of Ecobank Kenya’s internal processes on the quality of customer service within its Nairobi region branches, The study adopted a descriptive research design. The study applied stratified random sampling technique to select the sample size of the study where the population was grouped into stratus. From each stratum the study took a 10% sample to give a sample size of 45 respondents. Primary data was used for the study and it was collected using a questionnaire. A pilot test was conducted to test for validity and reliability. The study used both personal administration and drop and pick later method to collect the data. The quantitative data was analyzed using descriptive statistics which included frequency distribution tables, mean and standard deviation while the qualitative data was be analyzed in prose form. Data will be presented using tables, charts and graphs for ease of understanding the results. The study concluded that there was a strong positive correlation between quality of customer service and staff training, staff attitude and internal processes. The study established that there was a positive correlation between the quality of customer service and the internal processes. When the influence of all the three factors, Staff training, staff attitude and internal processes, on quality of customer service are considered together, internal processes appears to have the highest impact. The study recommends that Ecobank should ensures its internal processes are clearly designed and documented to guide employees in providing quality customer service. Considering that, a satisfied customer and employee are of important value to the organization; it therefore, becomes the duty of the management to put in place a system that would ultimately generate either satisfaction, or dissatisfaction from their customers and employees. Ecobank should also re-think their customer service strategies since the employees have a major role to play in determining, whether a customer would enjoy the experience or turn to their competitors for better solutions. iv ACKNOWLEDGEMENT First I want to thank God Almighty for the gift of life and provision to the achievement of this worthy goal. My supervisor, Fred Newa for his academic insight and guidance throughout this project My appreciation also goes to my loving husband Thomas and our amazing children Amanda and Alvin for their patience, support and understanding during the course and always. Special thanks go to the USIU- Africa community, facilities and conducive environment which enabled my successful completion of this course. v TABLE OF CONTENTS STUDENT’S DECLARATION ........................................................................................ ii COPYRIGHT ................................................................................................................... iii ABSTRACT ...................................................................................................................... iv ACKNOWLEDGEMENT .................................................................................................v LIST OF TABLES ......................................................................................................... viii CHAPTER ONE ................................................................................................................1 1.0 INTRODUCTION........................................................................................................1 1.1 Background of the Problem ........................................................................................... 1 1.2 Statement of the Problem ............................................................................................... 6 1.3 Purpose of the Study ...................................................................................................... 8 1.4 Research Questions ........................................................................................................ 8 1.5 Importance of the Study ................................................................................................. 8 1.6 Scope of the Study ....................................................................................................... 10 1.7 Definitions of Terms .................................................................................................... 10 1.8 Chapter Summary ........................................................................................................11 CHAPTER TWO .............................................................................................................12 2.0 LITERATURE REVIEW .........................................................................................12 2.1 Introduction .................................................................................................................. 12 2.2. Effects of Internal Processes on Quality of Customer Service ................................... 12 2.3 Staff Attitude and Quality of Customer Service .........................................................19 2.4. Training of Staff and Quality of Customer Service ....................................................23 2. 5 Chapter Summary ....................................................................................................... 27 CHAPTER THREE .........................................................................................................28 3.0 RESEARCH METHODOLOGY .............................................................................28 3.1 Introduction .................................................................................................................. 28 3.2 Research Design........................................................................................................... 28 3.3 Population and Sampling Design ................................................................................. 28 vi 3.4 Data Collection Methods ............................................................................................. 30 3.5 Research Procedures .................................................................................................... 31 3.6 Data Analysis Methods ................................................................................................ 31 3.7 Chapter Summary ........................................................................................................ 32 CHAPTER FOUR ............................................................................................................33 4.0 DATA ANALYSIS AND INTERPRETATION ......................................................33 4.1 Introduction ..................................................................................................................33 4.2 General Information .....................................................................................................33 4.3 Effects of Internal Processes on Quality of Customer Service ....................................36 4.4 Staff Attitude and Quality of Customer Service ..........................................................39 4.5 Training of Staff and Quality of Customer Service .....................................................42 4.6 Chapter Summary ........................................................................................................45 CHAPTER FIVE .............................................................................................................46 5.0 DISCUSSION, CONCLUSION AND RECOMMENDATIONS ..........................46 5.1 Introduction ..................................................................................................................46
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