CUSTOMER CARE STRATEGIES ON CUSTOMER SATISFACTION IN GOVERNMENT AGENCIES:

Abstract

This study seeks to establish the effects of customer care strategies and programs on customer satisfaction in government agencies a case study of The Kenya Bureau of Standards. The specific objectives were to establish the effects of staff training practices, management support, and customer feedback programs on customer satisfaction. Descriptive research design was used. Mixed mode of data collection was used with questionnaires and supported from secondary documents, which formed the main data collection tools. Random sampling from a sample population of 2,120 customers of KEBS was used. Data analysis was through Statistical Package for Social Sciences (SPSS) where inferential statistics and linear regression models were used. Data presentation was through the use of tables, figures, and percentages. There were three variables identified as significantly influencing customer satisfaction. Staff training was significant determinant of customer satisfaction at p-value of 0.020. Management support (p-value 0.000) and customer feedback mechanisms (at p-value 0.000) had significant influence in customer satisfaction. A unit change in staff training was associated with 0.690 times change in customer satisfaction. Similarly, a unit change in management support led to 0.241 times positive change in customer satisfaction while a unit change in customer feedback mechanisms led to a 0.642 positive change in customer satisfaction. Through the ANOVA analysis, it was found that the independent variables had a linear relationship with the dependent variable of customer satisfaction. The study concluded that there was need to improve customer satisfaction through enhancing the way management implemented and supported customer service projects. Trainings were needed for the front-desk staff to enhance customer satisfaction. Further, management support, especially the top executives was required to ensure staff handling both internal and external customers were equipped with all the necessary resources. It was also recommended that the institution implement various customer feedback mechanisms, coupled with frequent monitoring to ensure feedback is incorporated. The recommendations included financing customer satisfaction strategies and making customer satisfaction the core outcome of the services offered by KEBS.