Motivation of Customer Care Executives and Customer Satisfaction at Selected Airtel Company Centers in Nairobi, Kenya
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Date
2019-05
Authors
Kallu, Mathias Tingah
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
It is generally recognized that employee motivation is fundamental for both profitability and performance of organizations. This is more the situation in the competitive and sensitive telecommunication industry. In the telecommunication industry in Kenya, Airtel Company has continually been dominated by Safaricom in number of customer users even after lowering their calling rates hence the study seeks to investigate how Airtel customers are handled by the customer care executives. The problem of the study was to fill the research gap in relation to motivation of customer care executives and satisfaction of customers that existed amongst customer care executives in Airtel Kenya, since most of the studies dwelt on orientation of customers rather than motivation of workers to enhance customer satisfaction. To conquer this problem, the study captured, both on motivation of employees and satisfaction of customers to fill the research gap. The general objective of the study was to determine motivation of customer care executives and its influence on customer satisfaction at Airtel Company Kenya in Nairobi, Kenya. The specific objectives of the study were; to assess the effects of employee training programs, to determine the effects of staff supervisory system, to evaluate the effects of career development system and to investigate the effects of communication system on customer satisfaction at Airtel Company Kenya. The study was guided by theories of cognitive dissonance, market orientation theory, self-determination theory and equity theory. The study used descriptive research design and inferential research design. Target population included the supervisors, customer care agents and postpaid subscribers in 8 selected Airtel centers in Nairobi. Stratified random sampling was employed to ensure that customer care representatives in all categories are not only represented but all of them have an equal chance of being represented in the sample. The sample size was 64 customer care representatives which was 30% of the population size. Data was collected using questionnaires which included open ended, closed and likert type questions which were administered using drop and pick method. Data was analyzed descriptively using the SPSS software. These results from the analysis were presented in forms of tables, charts, frequencies and percentages. Thematic analysis was used to analyze qualitative data. Multiple linear regressions were applied to test the relationship the independent variables on the dependent variable. The study found out positive relationship between motivation of customer care executives and customers satisfaction of Airtel Company. The findings of the analysis also showed that each predicting variables under the composite construct of motivation of customer care-training programmes, supervisory systems, career development systems and communications systems had positive and direct relationship with customer satisfaction of Airtel Company in Kenya. The study recommended that the management of Airtel Company should invest in training interventions aiming at improving the knowledge, skills and abilities of its employees, and other developmental programmes such as career development, as these would communicate to employees that the organization is interested in them beyond short-term basis and might enhance positive attitudinal and behavioral outcomes. The communication systems between the customer care executives and the backroom technical staff should be improved.
Description
A Research Project Submitted to the School of Business in Partial Fulfillment of the Requirement for the Award of a Degree of Masters in Business Administration (Human Resources Management Option) of Kenyatta University, May, 2019