A proposed framework for the strategic management of service quality for the South African Post Office in the North West province

Abstract

The strategic management of the quality of services provided by the postal sector in South Africa, particularly in the North West Province, is a contentious issue. This is exacerbated by the growing concerns with regard to the quality of services provided by the sector, despite managerial measures put in place by government, management of the post office, managers and frontline employees to curb the crisis. The purpose of this study was to identify factors that could enhance the strategic management of the quality of services in the postal sector and propose a quality framework on the strategic management of services for post office managers and frontline employees in order to improve the quality of services for consumers in South Africa. Using an explanatory sequential mixed methods research design, data was collected from three hundred and eighty-four (384) consumers of the post office, using a structured questionnaire. Face-to-face interviews were conducted with five (5) postal managers, and fifteen (15) frontline employees from five postal branches (Mafikeng, Zeerust, Klerksdorp, Potchefstroom and Lichtenburg) in the North West Province, South Africa. Descriptive and inferential statistics were used to analyse the quantitative data obtained, using the Statistical Package for the Social Sciences (SPSS) version 24, Pearson correlation analysis, standard multiple regression and analysis of variance (ANOVA), while Atlas-Ti 8.3.24 was used to analyse qualitative data. The findings established vast opportunities for the postal sector to strategically enhance the strategic management of services. Effective strategic implementation, effective training and development, motivation and effective monitoring, as well as an evaluation system are the most influential components to use in improving the quality of services within post offices. Other factors identified include creating an effective communication system; consistency in improving services; instilling confidence and trust among consumers; fostering special treatment to consumers; and the provision of high-quality services. The study identified challenges that affect both managers and frontline employees in designing and implementing effective strategies to provide quality services to consumers. These are poorly defined strategic planning; lack of resources to properly implement the strategic plan; lack of clarity on the strategic plan; difficulty for staff to implement the plan; lack of effective communication on a strategic implementation process; inability of stakeholders to claim ownership of the strategic implementation process; little attention given to strategic

implementation by management; stock problems; limited budget to run post offices; lack of financial resources; shortage of staff; system problems; lack of equipment; delays in the delivery of postal products; lack of good performance management; ineffective tracking and monitoring system; lack of proper infrastructure; misplacing of mails and parcels; and inability to deal with complaints regarding non-reception of proper services. Based on the findings of this study, there is need for management of the postal sector to provide adequate and quality services to customers, through an effective strategic implementation plan, effective training and development, motivation, as well as an effective monitoring and evaluation system. There is also a need for managers and frontline employees to be at the forefront and to provide high quality services to consumers as this will create a positive impression and consumer satisfaction. The proposed framework could assist government, managers and frontline employees to ensure adequate collaboration in different activities in their endeavour to create responsible strategic management of quality services for the postal sector in the North West Province.