CUSTOMER SATISFACTION SURVEY 2017/2018 REPORT Prepared By: SBO Research Ltd Kindaruma Road off Ring Road P.O Box 10567-00400 Nairobi Tel: 020-2145668/2101916/7 Email: [email protected] For: ISO 9001:2015 Certified DECEMBER,2017 Contents 1. CHAPTER ONE: BACKGROUND ............................................................................................................ 1 1.1 Introduction .................................................................................................................................... 1 1.2 The Organizational Governance and Management ................................................................... 1 1.3 Current Situation at KRA .............................................................................................................. 1 1.4 Research objectives ....................................................................................................................... 3 1.5 Scope of Work ................................................................................................................................. 3 2. CHAPTER TWO: LITERATURE REVIEW ............................................................................................ 4 2.0 Introduction ................................................................................................................................... 4 2.1 Overview of the literature .............................................................................................................. 4 2.2 Customer Satisfaction Theory ...................................................................................................... 4 2.3 Customer Satisfaction Models ...................................................................................................... 5 2.4 Comparative Analysis with Competition .................................................................................... 9 3. CHAPTER THREE: RESEARCH METHODOLOGY ........................................................................... 11 3.0 Introduction .................................................................................................................................. 11 3.1 Research Approach ...................................................................................................................... 11 3.2 Target Population ......................................................................................................................... 12 3.3 Sampling Design ........................................................................................................................... 12 3.5 Data Analysis ............................................................................................................................... 14 4. CHAPTER FOUR: DATA ANALYSIS AND RESEARCH FINDINGS ............................................... 15 4.0 Introduction .................................................................................................................................. 15 4.1. Response Rate ............................................................................................................................... 15 4.2 KRA Customer Service Charter .................................................................................................. 20 4.3 KRA Reforms on Service Delivery ............................................................................................. 26 4.4. Complaint Handling & Resolution ............................................................................................. 31 ____________________________________________________________________________________ ii Customer Satisfaction Survey For: Kenya Revenue Authority 2017-2018 4.5 KRA Contact Centre ..................................................................................................................... 38 4.6 KRA Website ................................................................................................................................. 39 4.7 KRA services at Huduma Centres .............................................................................................. 41 4.8 Customer Satisfaction on Key Touch Points ............................................................................ 43 4.9 Likes and Dislikes of KRA ........................................................................................................... 48 4.10 Evaluating KRA Systems ............................................................................................................. 49 4.11 Quality of Communication .......................................................................................................... 51 4.12 Supplier Satisfaction with Procurement of Goods and Services ............................................ 52 4.13 Overall Customer Satisfaction Index ......................................................................................... 54 4.14 Summary of Regional Ratings on Customer Satisfaction ....................................................... 56 4.15 Net Promoter Score (NPS) .......................................................................................................... 57 4.16 Brand Personality ......................................................................................................................... 58 5. CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS ................................ 59 REFERENCES .................................................................................................................................................. 65 QUESTIONNAIRE ........................................................................................................................................... 67 ____________________________________________________________________________________ iii Customer Satisfaction Survey For: Kenya Revenue Authority 2017-2018 List of Tables Table 2. 1 Kenya Power- (2016-2021) ...................................................................................................... 9 Table 2.2: National Hospital Insurance Fund (2014-2018) ............................................................... 10 Table 3. 3 Selection of customer sample size ......................................................................................... 12 Table3. 4: Adjusted sample breakdown .................................................................................................. 13 Table 3. 5: Distribution of individual taxpayers .................................................................................... 13 Table 4.6: Achieved sample ....................................................................................................................... 15 Table 4.7: Interaction with KRA ............................................................................................................. 17 Table 4.8: Reasons for interaction ........................................................................................................... 19 Table 4. 9: Comparative Analysis - awareness of customer service charter ................................... 21 Table 4. 10: Customer service charter awareness sources ................................................................. 21 Table 4. 11: Comparative Analysis – Customer service charter awareness sources ..................... 22 Table 4. 12: Customer service charter awareness sources -individual taxpayers ......................... 22 Table 4. 13: Comparative Analysis - effectiveness of the customer service charter ....................... 23 Table 4. 14: Living the core values ......................................................................................................... 25 Table 4. 15: Specific reforms - Levels of awareness ............................................................................ 27 Table 4. 16: Impact of iTax systems ...................................................................................................... 28 Table 4.17: Impact of Huduma centres ................................................................................................. 28 Table 4.18: Impact of processing of VAT ............................................................................................. 29 Table 4.19: Impact of mobile payment systems .................................................................................. 29 Table 4. 20: Impact of established call centre ....................................................................................... 30 Table 4. 21: Impact of website upgrade ................................................................................................ 30 Table 4. 22: Comparative Analysis - complaints incidence ................................................................ 31 Table 4. 23: Nature of complaints ........................................................................................................... 32 Table 4.24: Comparative Analysis - complaints reporting ............................................................... 33 Table 4. 25: Taxpayer Complaints channels ......................................................................................... 34 Table 4. 26: Comparative Analysis - speed of complaint resolution ................................................. 35 Table4. 27: Comparative Analysis - satisfaction with complaint resolution ................................. 36 Table 4. 28: Effectiveness and satisfaction of the contact centre ......................................................