Effectiveness of employee training on provision of quality customer care: the case of CRDB Bank plc

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University of Dar es Salaam
Since CRDB Bank’s privatization, 10 years ago, there has been an effort on excelling in customer service then improving customer services has continued to be recognized as one of the institutional objectives as evidenced in Business strategy documents from 2002-2008 and 2008-2012 .To achieve this; the bank has been providing various customer services oriented training to her staff. The study therefore cantered in investigating whether the training offered by the CRDB Bank to her employees has influenced the quality of customer service offered to its customers. To achieve this, the study investigated the attitude of customers on the bank services, the attitude of the staff on the offered customer care training and whether the training / provisions made relate to customer needs/ wants. The study was conducted in the city of Dar es Salaam where the bank has 12 branches. The study sample comprised of 5 branches whereby 25 front desk and loan officers, 10 supervisors and 50 bank clients were selected. To choose the staff two sampling frame namely purposive and simple random sampling were used. Bank clients were also randomly selected from the bank counters. Data collection was through self-administered questionnaires. The findings show that customer awareness and usage rates are quite high for four key banking products/ services. Current account, saving account. ATM, and investments account. Overall, customers rated personalized service as the most important determinant, whereas employees saw courtesy as being the number one determinant of quality service. However, when one examines the gap between customer and employees will find that is smallest and therefore shows that the bank invest considerable efforts and resources in customer service training. Since a significant difference exists between customer and employee perception, with customer perception of customer service quality being significantly lower than employee perception then it is essential that the marketing department works to ensure the company is defining quality in the same way that customers are (in particular providing personalized service) and that the essential elements in the customers definition of quality are incorporated into any further training in customer service.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark (THS EAF HF5549.5.T7N453)
Training of employees, Customer service, Cooperative and Rural Development Bank
Ngeleja, N (2009) Effectiveness of employee training on provision of quality customer care: the case of CRDB Bank plc, Master dissertation, University of Dar es Salaam