Effectiveness of customer care in influencing performance in financial institutions in Tanzania: A case of NMB PLC Wami branch Morogoro

Abstract

This dissertation has assessed effectiveness of customer care in influencing performance in financial institution in Tanzania. The study was specifically focused on three areas (i) Identify ways used to provide care to customers (ii) Determine the effectiveness of the methods/strategies used to implement customer care to ensure banking performance. (iii) Identify challenge facing the implementation of customer service in banking industry. The study used both qualitative and quantitative approaches and it adopted a case study research design where data were collected mainly through interview from as sample of 57 informants. The study was about to assess. Where by the case study was at National Microfinance Bank ltd Wami branch Morogoro Tanzania which took place from January to June. The study findings has indicated that due to the current prevailing competitive business environment there has been significant effectiveness in customer care services in banking intuitions in Tanzania. The study has indicated different innovative measurable strategies adopted by NMB bank to improve its customer care services. These includes the use of customers first track cards, use of business centre, Customer support and Customization, use of trained customer care staff, prioritized integration of customers and automated business process, and the strategy to improve customer retention and loyalty: customer stays longer, buys and buys more often. to name a few. The findings strongly indicate that use of these strategies has prove more effectiveness on presences of customer complaints mechanics, accessibility of NMB bank customer complaints system, responsiveness of NMB bank customer complaints system, presence of trained customer care staff, feedback and resolution of customer complaints, and customer loyalty to the organization and image of the organization. Furthermore the strategies identified are clearly communicated to the staff since the strategy were found to be well understood by almost all staff in the departments. And this strongly reflected that the strategies have been explained to staff through seminars and the means for staff to gain access to the strategy document.