Effects of marketing competency of frontline employees on customer satisfaction: A study on commercial bank of Ethiopia

AshEse Journal of Business Management                                                                    
Vol. 1(4), pp. 039-050, September, 2015
ISSN: 2059-7835,                                                                                              
© 2015 AshEse Visionary Limited   
 
Full Length Research
Admkew Haile Mengesha  
Director for Research Facilities  Management, Lecturer Department of Management, College of Business and Economics, Haramaya University, Ethiopia. E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it..   
Received March, 2015; Accepted August, 2015.   
 
In competitive banking industry, the success/failure of business depends on the Marketing competency of Frontline Employees. A firm with strong marketing competency is able to use its deep understanding of customer needs to foster development of new products and organize marketing activities that provides unique value to customers. If a bank need to stay competitively in the industry it has to continuously meet the needs / wants of customers through developing marketing competency of frontline employees. The objective of the research is to assess the effects of marketing competencies of frontline employees at the high customer contact areas of Commercial Bank of Ethiopia. Data for the study were collected through self- administered questionnaires distributed to 600 customers and 200 frontline employees of 30 Commercial Bank Branches of Ethiopia. Collected data was analyzed using SPSS software package. The results depicted a significant positive relationship between marketing competency of frontline employees and customer satisfaction. All marketing competency parameters have positive and significant association with customers’ satisfaction. The  result  shows  that  most  employees  working  at  the  frontline areas  did  not have most of the basic marketing competency parameter. As a result, most customers were not satisfied with the services provided by commercial bank of Ethiopia and ranked it`s customer service quality as poor. The research identified basic marketing competency dearth of commercial bank of Ethiopia employees in managing customers and has managerial implication of how to staff the work force with the marketing competency needed to deliver quality customer service.   
 
Key words: Customers Satisfaction, Marketing Competency, Factors Affecting Employees Competency, Frontline Employees, and Service Delivery Standards.   

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