College of Law and Management Studies

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ABSA clients' perceptions of the service quality provided by ABSA Longmarket Street branch in Pietermaritzburg.
(2005) Madikane, Nomagugu.; Ellis, Deborah Ann.
The financial service industry has experienced massive change since the early 1980s. In the past, banks and building societies used to serve their customers' needs differently, but with the removal of many barriers in terms of pricing and various products which the banks and building societies sold their customers, these institutions have brought about changes concerning the expansion of the products and service which they offer to their customers. Today, many financial services encompass the philosophy of implementing marketing programmes which are aimed at looking after their customers and maximizing their satisfaction with the service. The main aim of this study was to investigate customers' perceptions vis-a-vis the service that is provided by ABSA Longmarket Street Branch, in terms of customer satisfaction. More specifically, the objectives were: • To identify customers' expectations in terms of financial services. • To ascertain the perceptions of ABSA customers towards the service ABSA Longmarket Street Branch provides them with. • To measure the gaps between the perceptions and expectations of the service that ABSA provides its customers, using the Servqual Score. • To calculate and measure the score for the five Servqual dimensions. Using the Servqual model to measure expectations in terms of service, i.e. what is expected compared with perceptions of service received, the study focused on ABSA customers who use the Longmarket Street Branch in Pietermaritzburg. Customers felt that brochures would be better when an information is printed in all languages and important messages be displayed on the Automated Teller Machine (ATM) screen and be advertised more often on television. Another concern was that customers felt that it is important for the staff to show sincere interest when solving the customers' problems. This can be achieved by keeping the customer informed with the progress of hislher query. It is of the utmost importance to provide the right service at the right time. Another concern raised was that customers need to be reassured that the problem will be solved and dealt with in a professional manner. Customers felt more secure doing their transactions at the branch rather than at the ATMs. They felt more comfortable to talk to people, as this builds long-lasting relationships. The majority of the respondents felt that management must encourage staff to share product knowledge that will help them to deliver a better quality of work. The study shows that there is a lack of individual attention when the staff deals with customers. Giving the customer undivided attention, being patient and calling them by their names, to make them feel welcome and acknowledged, can improve this. There is a necessity for the branch to extend working hours to accommodate everyone. The branch has to consider offering facilities such as the Internet and telephone banking, to make banking simple and convenient to everyone at home.
The impact of Mzansi on the performance of ABSA.
(2010) Matsoha, Edith Likeledi.; Geach, Walter Dayson.
The purpose of this study was to determine the impact of Mzansi account initiative on the performance of the Amalgamated Banks of South Africa (ABSA). Mzansi account is a national entry level bank account that was launched in October 2004. The Mzansi bank account was established to cater for the previously disadvantaged people, living in remote and rural areas of South Africa. The Mzansi account is a product of the voluntary commitment by the Financial Services Sector as a response to the Government effort to address inequalities of the past. Historically, banks among other service providers did not actively offer banking services to poor people, especially those who lived in the rural and remote areas. This study examined how ABSA, in particular, reacted to Mzansi account conceptualization. The study also looked at the financial and non-financial impact of the implementation of the Financial Services Charter Initiative since 2004 until 2008. While the study focused on the charter since its conceptualisation, it also tracked the performance of ABSA a year before the charter which is the year 2003. Lastly, the study intended to evaluate the performance of ABSA, its macro and micro environment and the present day business environment within the FSC initiative scenario. The data collection for the study was acquired through literature review, observational study and case study research methodology. Findings of this study show that Mzansi initiative was found to have been a worthwhile initiative that has reached millions of low income people, who now have access to banking facilities and a formal banking instrument. However, the Mzansi initiative has not added a markedly value to the performance of ABSA bank.
Internal lean diffusion on streamlined-service operations : ABSA bank.
(2014) Nzama, Mbuso Emmanuel.; Mbhele, Thokozani Patmond.
Lean manufacturing is a business philosophy that continuously improved all process involved in service process irrespective of what types of product or service being provided. It provides highest level of customer service through systematic and continuing searching non-value-added activities and wastes and eliminating them. The current branch-based distribution models are no longer sustainable in most banks, and are unable to meet rapidly evolving customer needs and provide easy access to simplified banking services. This paper focuses on examining the impact of the streamlining of internal lean practices on service operations processes, specifically at ABSA Bank. The structured questionnaires were distributed to selected 15 Absa branches in Gauteng area for the study. The main purpose of this study is to examine the influence of internal lean-principled service operation processes on banking performance and customer centricity. Convenience sampling technique was used to collect data from employees of ABSA to get their perception of internal processes and the effect of technological self-service system that are aimed to improve customer service. Chi-square test was used to test the hypothesis. Technological banking services are meant to make customers’ lives easier. Surprisingly, the study findings illustrates that self-service systems at Absa branches do not facilitate simplicity in using banking services. The study showed distinctive results for the relationship between self-service systems, i.e. cash accepting ATMs, and speed of service provision, the simplicity of using banking services, and consistency in customer service. While the bank invests a lot of money on technological systems to enable customers to self-service themselves, the study reveals that customers are reluctant to use these systems, therefore stand in queues. On the other hand, the introduction of innovative technological banking services is meant to divert customers to automated services, therefore reduce pressure on bank service desk, but the study reveals that cycle times are relatively longer at ABSA branches due to inconsistency on internal processes; hence customers find themselves queuing for a long time. The findings suggest that to ensure streamlined operations processes, ABSA need to invest time on customer education about technological self-systems. Also, customers must initiate the value chain process, the bank need to adopt pull-approach by availing service catalogue for customers to choose services from. Simplicity, speed, and consistency are key elements on customer satisfaction when using banking services, the findings suggest that the bank need to improve cycle times by ensuring smooth flow of systems when servicing the customers. Further, this study illustrates that internal processes are explained by two elements, process engineering and customer centricity.

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