The Role of Organizational Process Design Development in Enhancing Customer Satisfaction: A Field Study at Al-Jumhouria Bank

Abstract

The success of any institution depends on its commitment to its customers, retaining existing ones, and attracting new ones. This is achieved by establishing mechanisms to measure customer feedback on the goods and services offered. Given the crucial role of banking institutions in societal development, customer satisfaction is among their top priorities. Any improvement or development of internal banking systems is meaningless unless it translates into improved service delivery and a positive customer experience. Organizational process design (OPD) is a modern approach used to enhance performance in institutions. This study aimed to identify the relationship between OPD and customer satisfaction. The Republic Bank was selected as the case study due to its prominent position as a leading bank in the Libyan market. The study focused on highlighting the need for OPD evaluation through customer feedback on service levels. A descriptive methodology was employed for data collection, utilizing a questionnaire as the primary data collection tool. The data was analyzed using SPSS software, with 384 respondents selected based on statistical methods. In addition to conducting personal interviews with some of the bank's leaders and inquiring about several relevant points, the study concluded with several key findings. Among these were a low level of customer satisfaction due to insufficient attention to customer feedback and feedback, a decline in employee customer service skills, and the bank's lagging behind in adopting technological advancements in banking services.