An investigation of the relationship between customer orientation and customer satisfaction in the Namibian public sector: A case study of the Business and Intellectual Property Authority (BIPA)
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
University of Namibia
Abstract
It is a widely accepted phenomenon that service delivery in the public sector leaves
much to be desired. Customer complaints in the in the Namibian Public Sector are
common and BIP A is no exception. The main objective of this study was to
investigate the existence of a relationship between customer orientation and
customer satisfaction at BIP A, and the specific objectives were to investigate the
nature of the relationship between customer orientation and customer satisfaction
at BIP A, to determine the factors contributing towards customer satisfaction at
BIP A, and to suggest approaches for enhancing customer orientation and
improving customer satisfaction at BIP A. The study employed a combination of
both quantitative and qualitative components in the collection of data. Primary
data was obtained from the participants in the study, through questionnaire surveys
and interviews. The systematic sampling technique was used to select the sample,
and the sample size was computed using Slovin's formula. 91 walk-in clients of
BIP A were selected for participation in the study, to whom 81 questionnaires were
administered and collected at an agreed time, and 10 clients were selected for
interviews. Secondary data was obtained from strategic documents and corporate
reports of BIP A. The data was coded and analysed in the form of frequencies and
percentages using Statistical Package for the Social Sciences (SPSS V 23.0) and
the results were presented in tables and graphs. The study found that there is a
positive relationship between customer orientation and customer satisfaction. The
study further identified service affordability, staff attitude, external
communication and other elements of service quality, as some of the factors
contributing towards customer satisfaction at BIP A. The study was limited to the
Namibian public sector, cautious generalization of the findings in other sectors and
other countries should therefore be considered. The study concluded that, BIP A
should invest in customer orientation efforts to ensure customer satisfaction. The
key recommendations of the study include espousing customer orientation as a
management imperative, conducting market research to inform service orientation,
promoting government frameworks to facilitate reforms, establishing a customer
contact centre, the automation of processes and the adoption of best practices.
Description
A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration Management Strategy
Keywords
Customer complaints, Service delivery, Customer orientation, Business and Intellectual Property Authority (BIPA), Namibian public sector, Namibia, University of Namibia, Improving customer satisfaction