An investigation of the relationship between customer orientation and customer satisfaction in the Namibian public sector: A case study of the Business and Intellectual Property Authority (BIPA)

It is a widely accepted phenomenon that service delivery in the public sector leaves much to be desired. Customer complaints in the in the Namibian Public Sector are common and BIP A is no exception. The main objective of this study was to investigate the existence of a relationship between customer orientation and customer satisfaction at BIP A, and the specific objectives were to investigate the nature of the relationship between customer orientation and customer satisfaction at BIP A, to determine the factors contributing towards customer satisfaction at BIP A, and to suggest approaches for enhancing customer orientation and improving customer satisfaction at BIP A. The study employed a combination of both quantitative and qualitative components in the collection of data. Primary data was obtained from the participants in the study, through questionnaire surveys and interviews. The systematic sampling technique was used to select the sample, and the sample size was computed using Slovin's formula. 91 walk-in clients of BIP A were selected for participation in the study, to whom 81 questionnaires were administered and collected at an agreed time, and 10 clients were selected for interviews. Secondary data was obtained from strategic documents and corporate reports of BIP A. The data was coded and analysed in the form of frequencies and percentages using Statistical Package for the Social Sciences (SPSS V 23.0) and the results were presented in tables and graphs. The study found that there is a positive relationship between customer orientation and customer satisfaction. The study further identified service affordability, staff attitude, external communication and other elements of service quality, as some of the factors contributing towards customer satisfaction at BIP A. The study was limited to the Namibian public sector, cautious generalization of the findings in other sectors and other countries should therefore be considered. The study concluded that, BIP A should invest in customer orientation efforts to ensure customer satisfaction. The key recommendations of the study include espousing customer orientation as a management imperative, conducting market research to inform service orientation, promoting government frameworks to facilitate reforms, establishing a customer contact centre, the automation of processes and the adoption of best practices.

Grantor dc:publisher

University of Namibia

Year dc:date.issued

2020

Author dc:creator

• Ndakeva, Aune Penelopee Ndemumana

Advisor dc:contributor.advisor

• Gilika, Mpho

• Customer complaints
• Service delivery
• Customer orientation
• Business and Intellectual Property Authority (BIPA)
• Namibian public sector
• Namibia
• University of Namibia
• Improving customer satisfaction

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/11070/4046

OAI identifier oai:identifier

oai:repository.unam.edu.na:11070/4046