Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) Africa International Journal of Multidisciplinary Research © Oasis International Academic Journals, 2017 (ISSN: XXXX-XXXX) www.oasiseduconsulting.com INFLUENCE OF CUSTOMER ORIENTED ATTITUDE ON EMPLOYEE PERFORMANCE IN BUSIA COUNTY GOVERNMENT HEADQUARTERS, KENYA 1Lucy Agola Oduor’, 1Dr. Caroline Sitienei Koech, 1Dr. Fronica Monari Department of Business and Economics Oginga Odinga university of Science and Technology P.O. BOX 210-40601 BONDO, KENYA. 1 Corresponding Author: Dr. Caroline Sitienei Koech 1Jaramogi Received on 16th June 2017 Received in corrected Version 15th August 2017 Accepted 21th August 2017 Abstract Influence of customer oriented attitude on employee performance. The theory captured in the study included happiness and success theory. The study employed explanatory research design and the target population was 587. Stratified, simple random, and purposive sampling were used to get samples from the subgroups within the population to arrive at a study sample size of 285. To ensure reliability of the instruments, the researcher carried out a pilot study and employed a test-retest technique to help identify areas of weakness for modification. Reliability coefficient was calculated by use of Cronbach’s alpha and a value of 0.79 was obtained. Quantitative data was analyzed using descriptive statistics and inferential statistics was used to test relationships between the variables, data was then presented in the form of tables. Karl Pearson’s coefficient of correlation was used to establish the relationships between the variables and regression analysis presented the influence of the independent variables on the dependent variable. Customer oriented attitude had a significant influence on employee performance (β=.240; P<.05). The study concluded that performance contracting implementation through customer oriented attitude was efficiently implemented to achieve employee performance. Key Words: Customer Oriented Attiture, Employee Performance, Contracting, Organizational Support Busia County 1. Introduction A service employee’s Customer Oriented Attitude (COA) is a potentially critical antecedent to surface and deep acting (Allen et al. 2010). The current research specifically recognizes the attitudinal component of customer orientation. Stock and Hoyer (2005). A COA may reflect such things as the service employee’s affinity for being in contact with customers and the employees understanding of the importance of effective customer interaction for the performance of his or her service role. Consistent with Stock and Hoyer (2005), as well as Zablah (2012) and Allen (2010), the current conceptualization proposes COA to be a psychological variable (trait), as opposed to a behavioral variable. Organizational Support, COA, and Emotional Labor Perceived organizational support (POS) is defined as an employee’s perception that his or her organization is positioned to develop and nurture employee growth and job satisfaction Piercy (2006). According to McIntosh (1991), as well as Chan and Wan (2012), organizational support would meet the definition of a form of social support that may be viewed as a coping resource available from one or more others withinan organization to assist a focal employee in the management of stressful experiences while increasing the perception of well-being. As described by Zablah (2012), such a posi-tive environmental condition may strengthen employee values, attitudes, and behaviors in relation to customers by demonstrat-ing the organization’s own value and support for its employees (in a concept similar to that proposed in the service-profit chain). In such instances, the employee may attribute human-like Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) characteristics to an organization Levinson (1965), view-ing favorable treatment from the organization as being indicative that the organization ‘‘likes’’ him or her (Rhoadesand Eisenberger 2002), thereby potentially prompting recipro-cal liking and positive behavioral and attitudinal outcomes Blau (1964). The development of a strong COA would be alogical outcome of such a process, ultimately promoting a positive interpretation of, and potentially positive reaction to, service environment variables among welltreated employees and promoting deep over surface acting Grandey (2000). Similarly, House (1981) identifies organizational support as a resource that enables individuals to cope with stress, thereby building dedication to the support provider. Thoits (1986) complements such a view, noting that organizational support can help an employee exert situational control through the provision of instrumental aid or advice about how to modify a situ-ation to make it less stressful. Support also can diver temployee’s attention away from potent stressors and help employees reinterpret a stressful situation so that it seems less threatening, thereby positively motivating work behaviors. By providing feedback that connotes caring, understanding, or affirmation, support may decrease the distress that employees suffer when faced with difficult situations. In building the relationship between COA and emotional labor, Peccei and Rosenthal (1997) found a positive relation-ship between customer orientation and customer-oriented behaviors. Relatedly, recent service management research focuses on the role of emotions in service delivery, particularly emotional labor performed by service employees. Frontline employees for instance are expected to engage in emotional labor by dis-playing certain emotions (for instance happiness) and suppressing others (like anger) in their daily interactions with customers as part of complying with job requirements and organizational expectations for dealing effectively with customers Fundamental to the success of any organization is the undertaking of its customers and their needs and levels of satisfaction with the goods and services provided. Some may argue to include this as a position of program evaluation, however, it should be kept separate. Customer impact emphasizes the customers’ role in the performance process. High performance is a laudable goal, however if the state neglects the interests of the customer during the performance process, the entire pursuit may prove futile. (Jay & Kiedrowski, 2010) Yet, determining levels of customer impact is steadily gaining ground; diverse collection of county governments now routinely use citizen surveys to establish priorities, get feedback from residents regarding city services, and examine community perceptions regarding quality of life indicators Neil, (2008). Introduction of Results Based Management (RBM) is to ensure that the public sector is transformed into being more focused and to find responsive to the needs of those it serves. The result will be a sector directing it’s energies towards delivering targeted results for Kenya and utilizing resources more productively (Akaranga, 2008). Customer oriented attitude can be achieved through a positive relationship between the customer and service provider. Research has supported that customer orientation leads to increase in organizational performance (Asikhita, 2010, Liu, 2003). Statement of the Problem High performance is a laudable goal, however if the state neglects the interests of the customer during the performance process, the entire pursuit may prove futile. (Jay & Kiedrowski, 2010). Determining levels of customer impact is steadily gaining ground; diverse collection of county governments now routinely use citizen surveys to establish priorities, get feedback from residents regarding city services, and examine 35 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) community perceptions regarding quality of life indicators Neil, (2008). The purpose thus being to examine the influence of customer oriented attitude on employee performance. Objectives of the Study To determine the influence of positive customer oriented attitude on employee performance in County Government of Busia Headquarters, Kenya. The Study Hypotheses H01 Customer oriented attitude has no influence on employee performance in County Government of Busia Headquarters, Kenya 2. Literature Review Employee Performance Employee performances are behaviors which employees display which are observable, measurable and are valued by the organization because of their relevance to organizational goals. It has often been confused with activities and measures over which employee have little or no control such a productivity, efficiency and output Campbell, (1999). Output for instance is a measure which has been used for individual performance but which is in fact a reflection of many factors a part from the individual workers efforts such as the work environment, availability of equipment, standard of equipment, resources, management support and other systematic issues as pointed out by the total quality management literature Hakala, (2008). The measurement of job performance is also complicated by the fact that what counts for job performance is itself complex, changes over time and varies according to situation and organizations as commended by Economic Commission for Africa (2003). However according to (Viswesvaran and Ones, 2000) individual employee performance for a long time received little attention when compared with other relevant variables. Little attention that employee performance received over the years has been attributed in part to more emphasis on wider systematic issues in attempting to understand organizational performance as posited by (Addison and Belfield 2001) and also because researchers tend to put more emphasis on independent variables. Campbell et al (1990) further argued that the measurement of employee performance as a variable tends to be controlled by people who are the employee other than the researcher. The issue here is that employees tend to rate themselves highly. Customer Oriented Attitude and Employee Performance Fundamental to the success of any organization is the undertaking of its customers and their needs and levels of satisfaction with the goods and services provided. Some may argue to include this as a position of program evaluation. Customer impact emphasizes the customers’ role in the performance process. High performance is a laudable goal, however if the state neglects the interests of the customer during the performance process, the entire pursuit may prove futile. (Jay & Kiedrowski, 2010). Yet, determining levels of customer impact is steadily gaining ground; diverse collection of county governments now routinely use citizen surveys to establish priorities, get feedback from residents regarding city services, and examine community perceptions regarding quality of life indicators Neil, (2008). Introduction of Results Based Management (RBM) is to ensure that the public sector is transformed into being more focused find responsive to the needs of those it serves. The result will be a sector directing it’s 36 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) energies towards delivering targeted results for Kenya and utilizing resources more productively Akaranga, (2008). Customer oriented attitude can be achieved through a positive relationship between the customer and service provider. Research has supported that customer orientation leads to increase in organizational performance (Asikhita, 2010; Liu, 2003). Knowledge Gap Effective customer oriented attitude is aimed at transforming the public service delivery system and making it a net contributor to the growth of the economy. Notwithstanding, the considerable debate and concern about the dysfunctional aspects of performance measurements in the public sector. Positive customer oriented attitude though have proved to be more successful in some areas than in others. (Oliveira, Takahashi, 2012) improving the procedures lie in ensuring that the processes are in concurrence with both organizational and employee needs. The environment within which the public sector reform is taking place is continually changing and the current practices will continually be subjected to review and assessment. Employee performance strategies must therefore be continually reviewed and adapted to assist organizations improve their service delivery within the organization as noted by (Odhiambo and Obongo 2009). The Conceptual Framework The variables under the study were represented diagrammatically to show the relationship between them by illustrating the influence of the independent variables conceptualized as performance appraisal, motivated workforce, management participation and customer oriented attitude on the dependent variable conceptualized as employee performance Fig 2.1 Conceptual Framework Independent Variable Customer Oriented Attitude Adherence to Service Charter Record on Customer’s enquiries Prompt grievance handling Display of Service Charter Dependent Variable Employee Performance Timeliness on task completion Target attainment Positive customer response 3. Research Design Research design is a master plan that specifies the methods and procedures for collecting and analyzing the needed information. (Cooper and Schindler 2006) argue that research design constitutes the blue print for collection, measurement and analysis of data to achieve fore stated objectives. In this study, explanatory or causal research design was adopted. It is conducted in order to identify the extent and nature of cause and effect relationship or to assess impacts of specific changer on existing norms. (Sekaran and Roger 2011). 37 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) 4. Results Table 4.1 : Measures of Customer Oriented Attitude Factors 1 2 3 4 5 The organization has 18.8%(47) 20.8%(52) 20%(50) 16%(40) 24.4%(6 displayed service charter on notice board The organization gives 11.2(28) 16.8%(42) 21.6%(54) 27.2%(68) 23.2%(58) services to the customers as per the charter The organization has 12.4%(31) 25.2%(63) 21.6%(54) 19.2%(54) 21.6%(54) track record on customer’s enquiries Customer’s grievances are 15.2%(38) 14.4%(36) 25.6%(64) 22%(55) 22.8%(57) tackled promptly and fairly. Five point key response scale 1. Strongly disagree 2.disagree 3. Undecided 4. Agree 5. Strongly agree Source : Research Data, 2017 From the response, it can be deduced that 7.2% of the respondents strongly disagreed that the organization has displayed service charter on the notice board, 11.2% strongly disagreed that the organization gives services to the customers as per the charter, 16.8% disagreed, 21.6% were undecided, 27.2% disagreed and 23.2% strongly disagreed. 12.4% strongly disagreed that the organization has track record on customer’s enquiries, 25.2% disagreed, 21.6% were undecided, 19.2% agreed while 21.6% stongly agreed. 15.2% of the respondents stronly disagreed that customer’s grievances were tackled promptly and fairly, 14.4% disagreed, 25.6% were undecided, 22% agreed while 22.8% strongly agreed. The questions were;‘Does the organization display service charter on the notice board’? The responses were that all the departmental heads were in agreement that the service charters were well displayed in conspicous places in the County. Another concern was ‘Does the organization have track record on customers enquiries and concerns ? The responses were CDH1, CDH3, CDH8, CDH9 and CDH10 observed the organization has track record of customers enquiries which were captured and stored in the pubic concern information system. CDH2, CDH4, CDH7 observed that the organization handled customers concerns immediately and therefore had no storage facility for them. CDH5 and CDH6 however acknowledged that they were not sure whether such facility existed. From the above resonses therefore, it can be deduced that most of the departmental heads agreed that enhanced customer oriented attitude was key in enhancing employee perfomance as they acknowledged that most of the questions were emphasized by the county. Hartline et al (2000) and Kim et.al (2004) highlighted the importance of customer oriented behaviour through making the customer’s interest the first priority and concern for employees. As a result, long term, mutual and profitable relationships can be established between all parties. A customer oriented firm has a greater chance of satisfying it’s customers than do firms that lack a customer orientation approach. Dimitriades (2007) also argues that customer oriented behaviour is considered one of the most essential tools for 38 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) employees to have direct contact with cutomers. Correlation Analysis Table 4.2 Correlation Analysis Table Employee performance Employee performance Customer Oriented attitude Pearson Correlation 1 Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N 250 .459** .000 1 250 250 Customer oriented attitude Source Date : Research (2017) The predictor customer orientd attitude explain 29% of variation in employee performance as shown by R2 value of .290. This is statistically significant as shown by the F change (statistic 24.967; P<.05). Model fit is indicated by R2 (coefficient of determination) .290 and the adjusted R sqare of 278. Table 4.3 Coefficient table Model 1 (Constant) Customer oriented attitude Unstandardized Coefficients B Std. Error 1.870 .189 .240 .056 Standardized Coefficients Beta .282 t 9.919 Sig. .000 4.253 .000 Source Date : Research (2017) The results as per table 4.3 indicate that The hypothesis (H01) indicated that customer oriented attitude had an influence on employee performance as indicated by the results (β=.240 P< 0.5). Thus the hypothesis was rejected. Customer consequences include the perceived quality of products or services that a firm provides customer loyalty, and customer satisfaction with the organizations products and services (Jaworski and Kohli 1996). Market orientation proposes to enhance customer – perceived quality of the organization’s products and services by helping create and maintain superior customer value (Brandy and Cronin, 2001). Market orientation enhances customer satisfaction and loyalty because market – orientated firms are well positioned to anticipate customer needs and to offer goods and services to satisfy those needs. 39 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) Analysis of Variance Table 4.4 Analysis of the Variance (ANOVA) ANOVAa Model Sum of Squares df Regression 39.967 4 1 Residual 98.042 245 Total 138.009 249 a. Dependent Variable: Employee Performance b. Predictors: (Constant)-Intervening variables Source: Research Data (2017) Mean Square 9.992 .400 F 24.969 Sig. .000b The overal regression model is statistically significant in predicting employee peformance. This is since all predictors influence employee performance as shown by change statistic (24.969; P<.05) Regression Model Where 𝑌 = 𝛽0 + 𝛽1 𝑋1 + +𝑒 Y – Employee Performance X1 - Customer Oriented Attitude and 0, 1, 2, 3 - Constants e-Error term All the factors contributed positively and the Regression model takes the form 𝑌 = 1.755 + 0.233𝑋4 + 𝑒 Therefore, the results of the study show that there is a significant relationship between employee performance and customer oriented attitude factors. In general if performance contracting implementation factors are enhanced, employee performance also improves. Armstrong (2012) denotes that regression analysis estimates the conditional expectations of the dependent variable given the independent variables are constant. 5. Summary of Findings, Conclusions and Recommendations The purpose of the study was to examine the influence of customer oriented attitude on employee performance in Busia county headquarters Kenya. The findings are summarized in line with the study objective which was to determine the influence of customer oriented attitude on employee performance in Busia County government headquarters. The conclusion and recommendations were based on the findings of the study. Summary of Findings The findings indicate a positive correlation between the independent variables and the dependent variable. Customer Oriented Attitude and Employee Performance The study found out that on the variable though there were mixed responses with majority being undecided, a substantial number however agreed that the institution displays the service charter, providing services to customers as per the charter, having track record on employees enquiries and customer’s grievances are properly handled thus most employees not being sure. This was confirmed by a regression 40 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx -xxxx) analysis coefficient table which indicated that if β=.240 ; P<0.5 that the variable is significant to the study. Customer consequences include the perceived quality of products or services that a firm provides customer loyalty, and customer satisfaction with the organizations products and services (Jaworski and Kohli 1996). Market orientation proposes to enhance customer – perceived quality of the organization’s products and services by helping create and maintain superior customer value (Brandy and Cronin, 2001). Market orientation enhances customer satisfaction and loyalty because market – orientated firms are well positioned to anticipate customer needs and to offer goods and services to satisfy those needs. Conclusion The objective was to determine the influence of customer oriented attitude on employee performance. It was observed that customers’ interests were well catered for by the County by displaying its service charter in conspicuous places, addressing their grievances promptly and that they were tackled with professional employees. That explains why the variable was significant to the study. However some staffs were of the opinion that customers were not being served as per the charter and that some of their concerns did not reach the expected target. It was thus deduced that it was imperative for the County to give their customers who were the general public requisite attention to retain and uphold its image as a public entity and improve on its employee performance. Recommendations The objective was to determine the influence of customer oriented attitude on employee performance. The researcher recommends that though the organization has a significant effect on the study, it was still important to note that any organization exists to provide services to its clients, it is imperative that customers’ needs are catered for and their awareness enhanced. Their concerns should be well handled to improve their level of satisfaction and thus positive response, which inturn supports the purpose of organizations’ existence. This will in turn improe employee performance. Policy makers in the county and other institutions both government and non governmental institutions should adhere to the recommendations to enhance the performance of their organizations. Areas for Further Research The study proposes further research in other counties, profit making organizations or even non government organizations given that this study focused only on county government of busia headquarters. This study selected only a few attributes of employee performance which served as the Independent Variables of the study. Cusomter oriented attitude has many other attributes of which other researches can explore their relationship with employee performance so as to discover the significant effect of the other variables. The findings of such studies may serve as a platform for manpower planning in organizations. Other studies can also delve into the relationships between employee performance and other organizational aspects like organizational structure, organizational culture, staff training and development, staff relations and others that influence employee performance. 41 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx xxxx) REFERENCES Allen, (2010).The enabling state and the role of the public service in wealth Creation: Problems And strategies for development in Africa. Stock & Hoyer. (2005) Joining together group theory and group skills.Manchester, Eaglewood Cliffs: Prentice Hall Publishers. Zallah (2012). Corruption and Government: Causes, Consequences and Reform Action London: Cambridge University Press. Piercy (2006) The Process and Effects of Performance Contracting in Kenyan Public Sector, Unpublished MBA Project, United states International University (USIU), Nairobi Mc intosh. (1981). Managing performance: Performance management in action London: Chartered Institute of Personnel and Department Chan & Wan. (2012). Human Resource Management Practice, (8th ed.) London: Kogan Page Publishers Rhoadesand (2002). Employee Development on a Shoe string. American Society for Training and Development Press, USA Eisenberger (2002). Public Service Reform in New Zealand and its Relevance to the Developing Countrie World Bank Observer,13(1): 103-121 th Blau. (1964). The Practice of Social Research. (12 Ed.). USA: Chapman University. 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(2000). Educational research: an introduction (7th ed.),Boston: Allyn and Bacon. Addison & Balfied (2000) Customer and performance: Final Report, Institute of Public Administration of Canada and the African Development. 42 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx xxxx) APPENDIX 2: QUESTIONNAIRE AND INTERVIEW SCHEDULE SECTION A – BIO DATA 1. Sex Male 2. 3. 4. 5. ( ) Female What is your age bracket? Between 20-30 years Between 31-40 years Between 41 – 50 years Between 51-60 years ( ( ) ( ( ) ) ( ) ) What is your highest academic level Pre-Primary ( ) Primary Level ( ) Secondary/Form Four ( ) Secondary/Form Six ( ) College Diploma ( ) University (Bachelors degree) ( ) Masters degree ( ) PHD (Doctorate) ( ) Professor ( ) How long have you worked in the County Government of Busia? 3-5 years ( ) 6-8 years ( ) 9-11 years ( ) 12 years and above ( ) What is your line of operation in the Headquarter Offices? (please choose only one) Chief Executive Committee Member ( ) Chief Officer ( ) Director ( ) Management ( ) Supervisory (head of Department) ( ) Accountant ( ) Secretarial ( ) Clerical ( ) Support Staff ( ) SECTION B 43 Africa International Journal of Multidisciplinary Research (AIJMR) 1(1): 34-47 (ISSN: xxxx xxxx) QUESTIONNAIRE ON VARIABLES This questionnaire indicates questions for each independent and dependent variables and demographic information. Please fill in the questionnaire and all the information that you will provide will be treated with confidentiality and only meant for the purposes of this study. PART 1: CUSTOMER ORIENTED ATTITUDE AND SERVICE DELIVERY. (LIKERT SCALE) Using the response scale below, kindly tick beside the statement that best expresses your opinion on continuous communication. SD D U Customer oriented attitude COA1 My institution has displayed the service charter in places that are accessible to the customers COA2 My institution gives services to the customers as per the Charter COA3 My institution has track record on customer’s enquiries COA5 Customer’s grievances are tackled promptly and fairly SECTION C: INTERVIEW SCHEDULE Interview Guide for the Chief Executive Committee Members and Chief Officers. 1. Does the organization have grievance handling mechanisms ……………………… ……………………………………………………………………………………….. 2. Does the organization displayed it’s service charter in conspicuous places…………………………………………………………………………............ 3. ……………………………………………………………………………………….. Does the organization have track record on customer’s enquiries?…………………………………………………………………………….. THE END THANK YOU 44 A SA
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