The role of customer engagement in improving human sigma : applied study on egyptian banking sector

Abstract EN

This research aims to discover the importance of customer engagement implementation in applying the concept of human sigma in the Egyptian banking sector.

To do so a research model was formed based on the previous studies and the literature review and four main hypotheses and ten sub hypotheses were developed.

After making the hypotheses two different questionnaires were developed based on the previous studies and the literature review, after designing the questionnaire the researcher distribute the questionnaire to two different sample units one was distributed to the different three managerial levels (Topline- Middle line- First line) to the managers of public banking sector represented by manager of ElAhly National Bank in Egypt (NBE) and to the managers in the different managerial levels of banking sector private sector represented by managers of Commercial international bank (CIB) and the other questionnaire was distributed to different customer of both public and private sector.

The researcher has distributed 291 questionnaires and received valid responses about 145 surveys.

After collecting the survey both from managers from private or public sector and from public and private banks customers' hypotheses has been tested from managers' side regarding the financial and non-financial returns, management support and career growth to determine the extent of employee engagement.

And for public and private banks customers in terms of loyalty, confidence and pride to determine the extent of customer engagement.

Also testing hypotheses regarding the organizational efficiency in terms of Employee perspective of quality improvements, employee satisfaction and for customers' perspective of quality improvements and customer satisfaction.

Then the researcher reached to certain recommendations to apply the human sigma concept in the Egyptian banking sector to improve the organizational efficiency through Training and orientation for employees, improve the whole organization with a clear vision supported by the top management.

Recruiting talented employees to help in applying the strategy, managing through results to give subordinates some sort of freedom in their jobs.

The researcher then ended up this thesis with certain recommendation for human sigma implementations and recommendations for future researches.