The Impact of Frontline Workforce Competence on Customer Experience (The case of selected private Banks of Ethiopia)

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In modern era banking the image of financial institutions is created by its frontline workforce interacting with its individual and corporate customers. These days, customer experience as one of key business success factors, is getting major attention by academicians and practitioners. Needless to state, all things being equal, it is the competence of frontline workforce which makes a difference in the experience of customers when they visit Banks. The main objective of this study was to examine the Impact of frontline workforce competence on customer experience (In the case of selected private Banks of Ethiopia). The data used in this study was collected through survey questionnaire, distributed to three hundred eighty four customers of three selected private Banks in twelve branches. Stratified sampling technique is used to select the three private Banks of the study and four branches were chosen from each Banks using simple random sampling technique. In order to test the reliability of the instrument, the Cronbach alpha test was used. Pearson correlation and multiple linear regression analysis were employed to estimate the causal relationships between frontline workforce competence and customer experience. The findings of this research revealed that the competence of frontline workforce of the selected private Banks of Ethiopia has a positive and statistically significant effect on customers experience i.e. p<0.05 and has a positive relationship. Finally, the study recommends the selected private Banks to invest on competence of frontline workforce, and create highly competent customer service officers that able to deliver outstanding experience to customers


A Thesis Submitted To The School Of Graduate Studies Of Addis Ababa University In Partial Fulfillment Of The Requirements For The Executive Master Of Art In Business Administration (EMBA)


competence, customer experience, frontline workforce, Selected private Banks of Ethiopia