Customer service expectations in retail banking in Africa

G Bick,R Abratt,D Möller

doi:10.4102/sajbm.v41i2.515

Abstract

There has been very little research on customer service in the African continent. This paper determines and analyses customer service expectations of 4035 clients in retail banking across 10 African countries. In addition country differences in customer service expectations are identified. A quantitative research design was followed. Bank customers in banking halls were intercepted and interviewed about their service expectations at their bank. The survey instrument used was a questionnaire developed from the SERVQUAL model. A comparative scaling technique applying a partial rank order scale was used. The results show customer service expectations differ significantly between countries in Africa. Overall in Africa the dimension ‘responsiveness’ was the most important service requirement for retailing bank customers, followed by ‘reliability of service’. However, when analysing results by country clear differences and similarities emerge. It is important for Banks to take cross-national differences into consideration when designing and implementing a global marketing strategy, or even a Pan-African marketing strategy. Relational issues surrounding assurance and empathy are of less importance in an African context.

Highlights

Services have been the fastest growing segment of the world economy, in developing countries, creating many opportunities for different service-related firms (Malhotra, Ulgado, Agarwal, Shainesh & Wu, 2005)
Many developing countries have well-established banking infrastructure and branch networks (Greenland, Coshall & Combe, 2006). Both product and service delivery must be adequately aligned with customer expectations: achieving customer satisfaction and loyalty is essential for long-term survival (Reichheld, 2003)
While banking service quality has been extensively researched in developed economies, there is a comparative dearth of studies pertaining to developing economies (Sureshchandar, Rajendran & Anantharaman, 2003), and in particular in Africa

Summary

Introduction

Services have been the fastest growing segment of the world economy, in developing countries, creating many opportunities for different service-related firms (Malhotra, Ulgado, Agarwal, Shainesh & Wu, 2005). A critical service for the development of an economy is the provision of banking services. Both product and service delivery must be adequately aligned with customer expectations: achieving customer satisfaction and loyalty is essential for long-term survival (Reichheld, 2003). Service quality is a crucial aspect of the customer experience. While banking service quality has been extensively researched in developed economies, there is a comparative dearth of studies pertaining to developing economies (Sureshchandar, Rajendran & Anantharaman, 2003), and in particular in Africa. This paper helps to provide insights into banking service quality in developing economies

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Conclusion