Affiliation:
1. Adventist International Institute of Advanced Studies, Philippines
2. Pacific Adventist University, Papua New Guinea
Abstract
Abstract
Customer service is a core competitive edge in any service industry, including the retail banking sector. However, retail bank customers, especially in Angola, often complained of standing in long queues waiting to be served and difficulty handling technology while transitioning to online banking. This qualitative single-case study used competency-based theory to develop a framework for the customer service training competencies of a selected retail bank in Angola. Purposeful sampling was employed to select eight participants, including bank employees and customers who voluntarily participated in this study. Data was collected through semi-structured interviews using WhatsApp calls and audio recordings. It was thematically analyzed using the HyperResearch software. The emerging themes included change, customer service, responsiveness, human resource process improvement, managerial competency, customer relationship management, and online banking. The findings have implications for bank employees’ training and development of the identified competencies needed to redefine the future of customer relationship management and different dimensions of managing customer satisfaction for proactive business recovery.
Publisher
Adventist University of Africa
Reference67 articles.
1. Agha, S., Alrubaiee, L., & Jamhour, M. (2012). Effect of core competence on competitive advantage and organizational performance. International Journal of Business and Management, 7(1), 192. https://doi.org/10.5539/ijbm.v7n1p192
2. Anjum, S., & Ali, T. (2018). Role of effective training and development programs in achieving high professional performance in the Asian banking industry. Journal of Finance, Accounting, and Management, 9(2), 1-10. https://shorturl.at/dkYGV
3. Armstrong, M., & Taylor, S. (2020). Armstrong’s Handbook of Human Resource Management Practice (15th ed). Kogan Page.
4. Baicu, C. G., Gârdan, I. P., Gârdan, D. A., & Epuran, G. (2020). The impact of COVID-19 on consumer behavior in retail banking. Evidence from Romania. Management & Marketing, 15(s1), 534-556. https://doi.org/10.2478/mmcks-2020-0031
5. Barodiya, P., & Chauhan, A. S. (2015). Impact of Retail Banking on Indian Economy. International Journal of Scientific Research, 6, 3295-3299. https://shorturl.at/JcGtG