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FACTORS AFFECTING QUALITY OF SERVICE DELIVERY OF CONTACT CENTRES IN COMMERCIAL BANKS IN KENYA: A SURVEY OF BARCLAYS BANK CONTACT CENTRE


Kelvine Amukoya

Masters Student, Jomo Kenyatta University of Agriculture and Technology, Kenya


ABSTRACT

Call centers are quickly becoming the major point of contact for serving customers and generating new revenue in a variety of industries. Nowhere is this growth in the importance of call centers more apparent than in the financial services industry. The overall purpose of the study was to explore factors affecting service delivery channels in commercial banks in Kenya. More specifically, it aimed at finding out the effect of employee motivation on the quality of a service delivery channel, establishing the effect of technology on performance of a service delivery channel, finding out the effect of internal processes on quality of a service delivery channel and, finding out the effect of customer interaction on the quality of a service delivery channel. With specific reference to the Contact Centre of Barclays Bank of Kenya as a service delivery channel, the study explored aspects that affect the quality of service provided to customers. The study was guided by a conceptual framework which was to establish causalities between a desired outcome (effective and quality service delivery channel) and its primary drivers (employee motivation, technology, internal processes, and customer interactions) as well as theories such as motivation theories, theories of technology among others; and other researches that have been carried out. The adopted concept was tested using regression analysis. The study employed a descriptive design. Stratified sampling technique was used in selecting the samples at the contact centre as a department, and the strata were based on the different roles of the employees. The selected respondents (staff) included both management and non-management staff, that is, head of contact centre, team managers, team leaders, contact centre agents and contact centre support staff based at Bishops Gate where the centre is located. Information was collected using questionnaires and interviews developed by the researcher, with the questions asked geared towards the variables mentioned and administered with the help of a trained research assistant. Data was analyzed using Statistical Package for Social Sciences (SPSS) and result presented in graphs and tables. The study revealed that internal business process is the most contributing factor in provision of quality customer service, followed by employee motivation, then technology and that customer interaction is insignificant. It also emerged that the success of a contact centre requires synchronized processes as well as proper internal communication between the centre and the supporting functionalities, frequent system upgrade and maintenance.


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