Systematic Review of Customer Service Success Metrics in Multinational Banking Across East and Southern Africa

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@article{1708407,
      author = {Lydia Githinji, Daphine Nyangoma},
      title = {Systematic Review of Customer Service Success Metrics in Multinational Banking Across East and Southern Africa},
      journal = {Iconic Research And Engineering Journals},
      year = {2021},
      volume = {4},
      number = {7},
      pages = {182-193},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1708407.pdf},
      abstract = {Customer service quality has become a critical competitive advantage for multinational banks operating across East and Southern Africa. Despite significant investments in customer experience initiatives, there remains a lack of consolidated knowledge on the metrics used to evaluate customer service success in these regions. This systematic review aims to identify, categorize, and analyze the key customer service success metrics employed by multinational banks in East and Southern Africa, covering countries such as Kenya, South Africa, Tanzania, Botswana, and Uganda. Following PRISMA guidelines, academic articles, industry reports, and grey literature published between 2000 and 2025 were retrieved from major databases and regional repositories. The review highlights a range of widely adopted metrics, including Customer Satisfaction Scores (CSAT), Net Promoter Scores (NPS), Customer Effort Scores (CES), complaint resolution rates, and customer loyalty indicators. In addition, the review identifies emerging metrics linked to the rise of digital and mobile banking, such as app-based service ratings and digital onboarding satisfaction. Regional variations were noted, with Southern African banks showing greater integration of advanced analytics and East African banks emphasizing mobile service experiences. Challenges in measurement consistency, cultural differences in service expectations, and limitations in technological infrastructure are discussed as barriers to standardization across regions. Findings suggest that while traditional metrics remain dominant, there is a growing need for more culturally contextualized and technologically adaptive approaches to customer service evaluation. The review offers practical implications for bank managers seeking to refine service quality strategies, highlights gaps for future research, and suggests pathways for regulatory bodies to encourage harmonized service benchmarks. Overall, this systematic review provides a comprehensive foundation for enhancing customer service management in multinational banking across a rapidly evolving African financial landscape},
      keywords = {Systematic review, Customer service, Success metrics, Multinational, Banking, East and Southern Africa},
      month = {January},
  }