The Effect of Customer Service on the Client Perceived Performance of Barclays Bank Uganda

Abstract

The study examined the effect of customer service on the perceived performance of Barclays Bank Jinja Uganda. It was guided by the following objectives; (1) to establish the relationship between a sustainable customer service culture and the perceived performance of Barclays Bank Uganda; (2) to determine the effect of applied banking technology on the perceived bank performance; (3) to determine the relationship between customer service relations and the perceived bank performance; and (4) to determine the moderating effect of demographic variables of age of the respondent, gender, and education on the perceived performance of the Bank. A sample comprised 58 respondents who had bank accounts and used the bank services on a routine basis. Correlation results reveal that; (1) there is a strong relationship between sustainable customer service and the perceived performance of the bank (.425**, p<0.001) and the regression results support this relationship (β = .397, t = 3.170, p<0.003); (2) there was a significant effect of applied banking technology on the perceived bank performance (β = .501, t = 4.436, p<0.001); (3) on the contrary, it is also revealed that there is a negative and insignificant relationship between customer service relations and perceived bank performance (r = .202, p > .128). Concerning the moderating effect of the demographic variables, only age moderated the effect of customer service on the perceived bank performance. It was concluded therefore that while Barclays Bank has maintained its competitive edge in customer service, it has significantly improve on its relationship service marketing strategies in order to preserve its core competence of an international outlook already created.