Customer Services Management and Satisfaction of Internet-related Banking of First National Bank

Abstract

This study seeks to evaluate the level of customer satisfaction with Internet-related banking services of First National Bank (FNB) and also to examine FNB's customer service management strategies in dealing with customer complaints. To achieve these aims, the researcher used the mixed methods approach: qualitative and quantitative. In terms of the qualitative dimension of the study, interviews were conducted with two heads of the customer services department of FNB: Mega-City and Mafikeng Mall branches. The qualitative data collected guided the researcher in understanding FNB's customer services management strategies, approaches and reactions to Internet-related banking service complaints of customers. With regard to the quantitative approach, the researcher conducted a survey among 100 members of the public who have and operate bank account(s) with FNB. The quantitative approach revealed how customers perceive the management of their complaints by the customer services Unit of FNB. The findings of this study revealed among others, that a large majority of the respondents (Bank Customers) use and appreciate FNB's Internet-related banking services, some have had issues in the past and had lodged complaints with the banking institution. The study also revealed that FNB has properly defined and communication channels through which customers can lodge complaints. A substantial number of those who have had issues and reported them, expressed satisfaction with the manner in their problems were resolved. This category of respondents considers FNB customer service personnel friendly, helpful and considerate. They are of the opinion that FNB is doing its best to manage complaints lodged by customers.