A critical analysis of communication and language practices prevalent between ABSA Bank (Empangeni) and their clients
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Date
2012
Authors
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Journal ISSN
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Publisher
University of Zululand
Abstract
Relationship in banking has become very competitive in the recent past, more especially in
the aftermath of the recent global economic meltdown. Most of the major banks in South
Africa are not only striving to improve the quality and quantity of their clientele but also to
maintain their survival in the corporate market. Most relationship in banks focus on customer
satisfaction and customer loyalty, however, the issue of language barrier is being neglected in
many banking halls. South Africa hosts eleven official languages and it is obviously not
feasible for one particular bank to embrace all these languages for customer service, however,
there can be varied strategies for individual banks to cater for clients in specific locations.
This thesis examines how particular banks cater for the language needs of its immediate
community. The primary goal of this study is to examine the current quality of service
offered by the banking sector in South Africa especially in terms of service delivery proposed
by the banking code of practice (ABSA COBP).The clients and staff of a bank in Zululand
(KwaZulu-Natal) provided valuable information for this study. The data was collected
through the use of structured interviews of clients and staff members.
The study is informative and insightful in that it infiltrates the responsibilities policy makers
in communicating with clients. Furthermore, the study exposes provocative and controversial
issues in communication policy and hopes to stir awareness within the banking sector to
improve relationship banking. This ground-breaking study also demonstrates how challenges
faced by the clients cause banks to fail to meet its intended purpose. This study also exposes
provocative and controversial challenges which place our banking sector at risk of total
annihilation if left unattended. The study speaks to issues of accountability such as: planning
and decision making and the plight of the people of our nation.
Description
A thesis submitted in fulfillment of the requirements for the degree of Master of Arts in Communication Science at the University of Zululand, South Africa, 2012.
Keywords
Language barrier, Service delivery -- banking sector -- South Africa