Strategies adopted by Kenya Commercial Bank Limited to improve customer service
Abstract
The purpose of this study was to investigate the customer service improvement strategies
employed by KCB bank to respond to the current competitive banking environment. The
true implementation of Customer Service Strategy principles offers the solution to
customer service problems in banking sector. This fashionable approach focuses on
customer satisfaction, accurate measurement of all significant factors of business and
continuous improvement. The objectives of this study were: to find out customer service
strategies that are employed by KCB Bank in the its desire to improve customer
satisfaction; to establish whether KCB’s customer service strategies have contributed to
the bank’s good results in recent years and; to determine the challenges encountered by
KCB in implementing customer service strategies. The research design adopted was a
case study design.
The case study design was considered appropriate since it excels at bringing us to an
understanding of a complex issue or object and can extend experience or add strength to
what is already known through previous research. The target population in this study was
the top employees in three selected branches who deal in strategy and customer service.
The study applied convenience sampling where the heads of strategy and customer
service in each of the three largest KCB branches in Nairobi were the subjects of the
interview. The study used both primary and secondary data. Primary data was collected
using a structured interview with the heads of strategy and customer service in the three
selected branches.
Secondary data was in form of literature review and other secondary information
contained in books, journals and other relevant articles and secondary sources on
customer service available from the bank or other sources. The quantitative data and
information obtained through the interviews was analyzed through descriptive statistics
such as means, percentages and standard deviations. Qualitative Information from the
open questions was analyzed through narrative summary analyses. Findings indicate that
KCB has been in the frontline of reforming how it deals with its customers which started
in earnest in 2003. These reforms have been linked to customer confidence which have
improved numbers and profitability of the bank.
Citation
Master of business administrationPublisher
University of University School of Business