AN ASSESSMENT ON THE SIGNIFICANCE OF CUSTOMERE SKILLS TO

SECRETARIAL MANAGEMENT: A CASE OF TABORA MUNICIPALITY

BY MALICELINA J. ALEX

REG. NO. DSS 09/17/T.75

A Research Proposal Submitted To The Department Of Secretarial Studies In Partial

Fulfillment For The Award Of Ordinary Diploma In Secretarial Studies At Tanzania
Public Service College (TPSC)

OCTOBER, 2019
 CHAPTER ONE

OVER VIEW OF THE STUDY

1.0 Introduction
This chapter is prepared to introduce the background of the study, statement of the problem,
object of the study, a research question which is the guide to the research work, scope of the
study, significance of the study, limitation and delimitation of the study.

1.1 Background of the study

Personal secretary relationship with customer care skills to secretarial management is very
crucial in either public or private institutions. According to Benter et al (2001) defined customer
care skills as service provided in the support of company’s core products. Personal secretary
relationship with customer includes answering questions, taking orders, dealing with the billing
issues, handling the customers complaints and others relationship with customer on the other
hand is activities and benefits that directly or additionally related with products sold (Tec, Orel;
681). Personal secretary relationship with customer is defined as service that support the
provision of the company’s core products (Pettigrew; 257).

The adoption of the customer care policy in the public offices, especially in all areas that
pertains to public service delivery, has put an emphasis on the significance of customer care
services. The customer care policy has been an integral part of service management (URT,
2000). A customer care service has becoming an important tool of change process upon which
principles and practices of modern customer services delivering has been practiced.

A public organization has implemented the customer care policy with the major aim of
improving the customer services management. It was believed that most of the public servants
are working below the customer services due to the reasons that, most of the servant are said to
have customer care skills.

Customer care policy was established under the government act of the parliament act NO.06 of
the year 2000 and Tanzania is among the contains in the world which agreed on the terms and
references of customer care policy, personal secretaries in the public organization is among the
working professional which demands the customer care skills because they are the one who deal
with the large number of people on their daily basis. Good customer care is a fundamental
business requirements as well as a catalyst for business growth and economic development
(World bamk, 1993 and Okidi et al 2004).

The over increasing customer difficulties especially in receiving the basic services in public
offices has consequently led to customer complaints which reflects customers dissatisfactions
and deficiencies of services in most of the public offices, (Mlambiti ,2003). It is a pleasant
feelings and annoyance that the customers are experiencing poor customer care in most of the
public offices as when they are not meeting what they expecting to meet. With these evidences it
shows that internal customers in public offices are facing with lots of difficulties which led to
customer’ complaints.

Personal secretaries are the one who are responsible for the office correspondences. However, a
personal secretary’s works as a representative of the executive, who keeps office secretes and
record managements. A customer service is required to meet the customer needs and
expectations in various ways in a way that it prompt to provide the best services in the
organization (UNESCO, 2014).

With regards to the significance of internal customer care services, a personal secretary is
among the most important working group in the organization who provides the internal customer
services, such as attending to phone calls, is a person who do transactions business for another.

1.2 Statement of the Problem

A personal Secretary and other public servants are very much responsible for the best internal
customer care services. Lack of relationship between personal secretary and customers such as
good language obedience to customer, punctuality, availably and accessibility is an issue that
affects most of the public servants. A poor customer service is the problem that faces most of the
public organization today. It is said that customer in public offices are highly mistreated to the
extent that there are lots of internal customer complaints regarding to poor relationship between
personal secretary and internal customers.

A lot of research studies has been conducted on the personal secretary relationship with customer
care skills more specifically on the public organizations but little have been done to assess on the
impact of personal secretary relationship with internal customers by focusing Tabora
Municipality.

1.3 Objectives of the Study

1.3.1 General Objectives of the Study

The study is set to assess on the significance of customers care skills to secretarial management
by focusing Tabora Municipality.

1.3.2. Specific Objective of the Study

i. To identify on the sources of poor customer services in the public offices in Tabora
Municipality.
ii. To determine on the adherence with customer care policy in the public offices.
iii. To find out whether public servants are skillful enough to customer services.

1.4 Research Question

The following are questions which will be answered by the researcher to fulfill the study
findings:

i. What are the sources’ of poor customer services in the public offices?
ii. Do public servants adhere to customer care services?
iii. Do public servants skillful enough on customer care?

1.5 Significance of the Study

The following are the significance of the study:

To the Researcher
The study is important to the researcher because it is part of the diploma awards qualification as
it is conducted in partial fulfillment of the requirement for the awards of an ordinary diploma in
secretarial studies of the Tanzania Public service College.
To the Organization
The study will help the organization to improve its good working condition in terms of office
machines and equipment managements and utilization, also help to develop new term of
reference for arrangements of office duties and responsibilities.

To the college – TPSC

The study will be used by the institution as a reference material to other students and researchers.
Also the information contained in this research study used by Tanzania Public Service College
as a guideline to implementation of a new and modern technology application to its services and
also to personal secretary studies in order to improve the customer services.

To the Government / Ministry of Public Service Management

The study will help the government to ensure offices establish original purpose and arrangement
of applications to ICT which in the long run will help to increase accountability and good
governance. However, the study will help to understand the performance of personal secretarial
duties in the office and hence help to achieve the goals and the objectives of the organization.

To Members of the Public

The study will help the public to acquire quality secretarial service required and help to access
records and information easily when required. Also, the use of customer care policy is a key
and efforts to increase productivity and customer care skills as this forced the public to determine
the availability of technological resources to the area concerned.

1.6 Limitation of the Study

The study bases only on assessing the impact of personal secretary relationship with customer on
the basis of public organization. The researcher is expecting to encounter reluctant and ignorance
of the respondents concerning the importance of the study, this will result to force and inaccurate
response about the study.

1.7 Scope of the Study

The study is set to examine on significance of personal secretary relationship with customer to
secretarial management in the Public Sector only; the private sector will be not covered.
However, the study will concentrate only to Singida urban alone where the researcher will visit
various departments to collect the useful data.

1.8 Definition of Terms

1.8.1 Personal Secretary

Pitman (1971) defined personal secretary as a person who is employed as the office servant who
is dealing with secretarial duties, keep office files and also is very responsible to clerical works
for another person or for the sake of the organization.

A secretary, or administrative assistant, is a person, whose work consists of supporting

management, including executives, using a variety of project management, communication &
organizational skills. These functions may be entirely carried out to assist one other employee or
may be for the benefit of more than one. In other situations a secretary is an officer of a society
or organization who deals with correspondence, admits new members and organizes official
meetings and events (Colleen, 2013).

Personal secretaries has also been defined by Jennings (1981), as an assistant to an executive,
possessing mastery of office skills and ability to assume responsibility without direct
supervision, who displays initiative, exercises judgment, and makes decisions within the scope
of his/ her authority.

The personal secretary has direct contact with people who visit the office for one transaction or
the other and their contact with the secretary can make or mar their relationship with the
organization. A secretary is a warm, endlessly helpful and understanding individual whose sole
aim is to alleviate, solve, prevent or soften problem workload and upsets.
 CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction
This chapter is set to describe the theoretical and empirical literature review where by different
literature materials such as books, journals, pamphlets, research report etc are used to as the
source of secondary information relative to the topic of the study.

The chapter also provides definition of important terms and presents what has been said by
authors regarding significance of customer care with associate features. The researcher present
views of authors regarding personal secretaries and their contribution and related issues.

2:1 Theoretical literature review

2.1.1 The concepts of Customer care

Customer care is the phenomenon which is used to describe the way in which the internal
customers are treated with regards to the services which are being provided to them. It is the
process whereby customers are being served basing on the policy and objectives of the
organization in question. Lehn et al (2000). Customer care refers to the ability of service
providers and of utility to solve problems, answer questions and help customers make the best
use of services to satisfy their needs (Coates and Samson, 2001:4).

Haney and his colleagues perceive internal customer care as a system of activities that comprise
customer supporting systems, complaint processing, and speed of the process as well as
friendliness when reporting the complaint (Haney et al 2010:46).

Customer relationship is identifiable, but sometimes intangible, activities undertaken by a retailer

in conjunction with the basic goods and services it sells (Berman, Evans, 2007; 647).

Customer relationship is activities and benefits that directly or additionally related with products
sold (Tek, Orel; 681).Customer service is defined as service that support the provision of the
company’s core products (Pettigrew; 257).
2.1.2 Types of customer care Services:
There are two types of customer care services, these are

i. Material services is the one which includes quick technical and administrative responses
to customer enquiries, provision of correct and timely information to customers, easy
ways of accessing services as well as easily understood procedures such as timelines,
accuracy and responsiveness And
ii. Personal services, includes paying attention to customers, regard a customer as a
“King”, respect them ability to listen, being kind and polite to customers and
concentration on customer problems and issues (Coates 2001:4)

2.1.3 Sources of Poor Relationship between Personal Secretary and Internal Customers

According to Leon (1998), customer care is one of the main issues that affect most of the public
organizations. The following are the major sources of poor customer services;

 lack of individual commitment

 Poor working tools

 Lack of knowledge and skills

 Bribery

 Ignorance

In other public or private organizations customer care services conformance is very crucial in
order for the organization to attain its goal as well as to provide quality services to the customers.
As defined by Haney et al (2010: 46) customer service is a system of activities that comprise
customer complaint processing, supporting systems, and speed of the process as well as
friendliness when reporting the complaint.
From the explanation above concerning the sources of poor customers’ service, the following are
the sources of poor customer service;
Poor confrontation with the internal customers
According to Haney (ibid) stated that, there is poor customer service promotion in the public
organizations which is resulted into confrontation of the employees with the customers. In
general if there is poor customer service promotion the conflicts are easy to occur with the
customers.

Increased complaints from the internal customers

The theory of customer services emphasis that the organizational effectiveness should be
measured only in terms of achievement of the goals or the output. The Main Advantages of this
theory is that it gives a very tangible and concrete framework for measuring effectiveness. The
goals are very specific and measurable. This method can be very useful in measuring
organizational effectiveness (Mahmoud M, 2010).

Poor delivery of the services

Poor customers service promotion has the direct impacts or effects to the employees in the
ministry is poor delivery of the services as no much efforts has been put to the services so as to
increase customers satisfaction, Generally, if there is poor customer services promotion this will
result into poor delivery of the services

The Drawback of the theory is that it ignores many internal and external realities. For example, it
fails to consider that managers may have to allocate resources to activities like personnel
recruitment, etc., which do not directly contribute to the achievement of goals. Again in many
service organizations it is very difficult to set quantifiable goals and very difficult to measure
them. An obvious example is the police organization.

Customer service promotion is all about how to increase the quality of services in the ministry
hence customers’ satisfaction. In order to minimize and properly procedure of handling the
customer complaints, the following parameters can be used as a way forward to check on the
customer handling:

2.1.4 Customer Satisfaction

According to Sheath and Mitta (2004; 302) Satisfaction of customers occurs when the outcome
by customers themselves after they make evaluation of the product or service during product use
or consumption. Therefore, in order for customers to be satisfied, the goods and the services
must support their expectation or must fulfill their expectations (Evans, 1990:10). Also Haney
(2010) defined Customer Satisfaction as evaluation of perceived discrepancy between prior
expectations and the actual performance of the product or service.

2.1.5 Internal Customer Expectations

Bhave (2011) defined Customer expectations as are the consumer defined attributes of an
organization’s products or services that it must meet or exceed to achieve customer satisfaction.
According to Sheath et al (2004:302) stated customer expectation that is compared to the actual
performance of services in terms of expected performance in the course determining customer
satisfaction or dissatisfaction. Therefore, if expectations and actual performance match the result
is satisfaction. But if the opposite happens, the outcome is dissatisfaction (Engels et al,
1990:483).

2.1.5.1 Types of Internal Customer Expectations:

The most notable types of customer expectations are two namely:

I. First expressed Customer Expectations (ECE) referred to those contract and agreement
written down and agreed upon by both parties i.e. the service provider and the customer,
for instance product specifications and delivery requirements (Bhave, 2011).
II. Second implied Customer Expectations (ICE) are not written but expected of the service
provider by the customer, anyway (Ibid). For instance, NHC employees are expected by
customers to be knowledgeable and competent to solve instant problems on the spot.

2.1.5.2 Types of Internal Customer Expectations

The most notable types of internal customer expectations are two namely:
(i) First expressed Customer Expectations (ECE) referred to those contract and agreement
written down and agreed upon by both parties i.e. the service provider and the customer,
for instance product specifications and delivery requirements (Bhave, 2011).
(ii) Second implied Customer Expectations (ICE) are not written but expected of the service
provider by the customer, anyway (Ibid). For instance, NHC employees are expected by
customers to be knowledgeable and competent to solve instant problems on the spot.
2.1.6 The concepts of personal secretary
The office administration in almost every offices and organizations; public or private
organizations are normally done by the office secretaries or rather by the personal secretaries or
administrative assistants (Mtemvu and Amani, 2001).

However; secretarial career is among the most important working group in the office with
potential knowledge and skills on secretarial duties.

The term secretary or personal secretaries has different definition and meaning depending on the
one defining it.

Gupta, (1993) defined a personal secretary as a person who works in the office dealing with
word processing, doing office correspondences, keeping records, deals with office managements
and administrations.

The term personal secretary by oxford advanced learners dictionary (1992) is defined as a person
who works in the office, working for another person dealing with letter and telephone call,
typing, keeping records, arranging meeting with people. While the Webster’s seventh new
collegiate dictionary (1963pp.1126) defines the personal secretary as the one who is employed to
handle the correspondent and managers routine and detail work for a superior.

2:1:7 Kinds of a personal secretary

There are two types of personal secretaries:-

a. Executive personal secretary- is the one with power/authority to formulate policy

matters and make decisions on matter affecting the organization.
b. Non-Executive personal secretary- is the one who implements decisions made by the
executive and work on institutions form senior officers.

2:1:8 Duties of personal secretary

Executive personal secretary’s duties

 There are matters that are dealt with secretary personally, as approved by the executive
and some matters await the return of the executive
  The decision making is the role, which the secretary must learn to make wisely, and
under no circumstances, should the secretary attempt to act as the executive deputy
 In ca sod doubt concerning the action to take the executives deputy should be consulted.
The secretary has an important part to play in supplying information concerning the
executives current business matters bearing in mind the need for confidentiality and
security

Non-executive personal secretary’s duties

 To keep office records in good order

 To received and answering or make telephone calls
 To take away in and out documents from the officers in charge office
 Taking shorthand dictation from the executive or for executive and transcribe
 To type different documents given by officer in charge
 Maintain diaries of appointments
 Handling official secrets
 Performing other official duties as may be assigned to him/her

2.1.9 Public servants

Pitman (1971) defined public servants as a person who is employed as the office servant dealing
with public services duties, keep office files and also is very responsible to clerical works for
another person or for the sake of the organization.

A secretary, or administrative assistant, on the other hand, is a person, whose work consists of
supporting management, including executives, using a variety of project management,
communication & organizational skills. These functions may be entirely carried out to assist one
other employee or may be for the benefit of more than one. In other situations a secretary is an
officer of a society or organization who deals with correspondence, admits new members and
organizes official meetings and events (Colleen, 2013).

Public servants has also been defined by Jennings (1981), as an assistant to an executive,
possessing mastery of office skills and ability to assume responsibility without direct
supervision, who displays initiative, exercises judgment, and makes decisions within the scope
of his/ her authority.
The personal secretary has direct contact with people who visit the office for one transaction or
the other and their contact with the personal secretary could make or mark their relationship with
the organization. A personal secretary is a warm, endlessly helpful and understanding individual
whose sole aim is to alleviate, solve, prevent or soften problem workload and upsets.

2.1.10 Challenges facing public servants in customer care deliverance

According to Henderson, (1999) a public servant is someone who provides administrative
support to senior level professionals. Commonly called an executive assistant, this individual
performs a variety of clerical, operational and, sometimes, personal tasks aimed at ensuring that
his employer's business and personal lives function as efficiently as possible. Although this has
been traditionally viewed as an entry-level occupation, the role of executive secretary is
extremely challenging

i. Effective communication; perhaps is the biggest challenge facing an executive personal

secretary. There is essentially the constant need to communicate effectively with
individuals of all professional levels. Throughout the course of a day, an executive
secretary wears many hats. She is a gatekeeper, a confidant, a gofer, a record keeper and
a manager. Her tone and demeanor must change based upon the task that she is
performing.

For example, when answering her boss' telephone, she must be stern yet professional when
speaking with a cold calling salesman. Alternatively, when taking dictation for her supervisor,
she must be the diligent subordinate. Likewise, when speaking with her manager's spouse, she
must be cordial and friendly. Maintaining each of these various personas is a skill that she must
continually hone.

ii. Technical Proficiency; the need to be technically proficient is a challenge imposed on an

executive secretary. He must know how to use various computer programs, such as those
used for word processing, financial spreadsheet maintenance and presentation creation. In
addition, he must be able to properly use a host of office machinery, including
photocopiers, fax machines and multiline telephones. On top of all of that, he must also
serve as the information technology help desk for his boss, troubleshooting his office
 equipment as requested. If an executive secretary is not electronically inclined by nature,
mastering this equipment may prove difficult.
iii. Organization Skills. An executive personal secretary serves as the central nervous system
of his boss' office. All correspondence and communication goes through him. In addition,
he is also often the clearing house through which the various projects undertaken by the
business are processed. As a result, the challenge of staying organized and on top of
everything is requested of him every day. If he were to drop the proverbial ball, business
may slow down, if not come to a complete halt all together.

2.1.11 Significance of internal customer care skills to personal secretarial performance

In order to promote a company's product, a company often uses advertising to create brand and
or product differentiation in order to soften the price competition. To the extent that persuasive
advertising create customer loyalty through perceived differentiation over essentially identical
products, they create market power in the sense that consumers may be willing to pay more for
preferred brands, thus allowing Telco Company to raise prices above marginal costs. The most
preferred outcome by firms is where one advertises while its competitors don't, leading to market
share and profitability gain at the expense of its rivals.

Personal secretaries can have a range of duties and responsibilities depending on where they
work, but in general they are in charge of keeping offices running smoothly by performing a
mixer of administrative responsibilities at low-level management tasks. These professionals
commonly answer telephones and e-mail correspondence and manage filing systems; they may
also sort mail, organize meetings, and coordinate inter-office communications. In most cases, the
work is considered “entry level,” which means that no special skills or educational qualifications
are required for success. Just the same, there is usually room for advancement. People with a lot
of potential or experience often find themselves in the running for increasingly prestigious jobs
with higher and higher pay (Burke, 1997).

Contributions of duties and responsibilities of a good secretary in Organization performance

most likely include the following:

 Personal secretaries handle routine administrative office procedures. Every large

company has various forms to fill out. Secretaries handle all of these.
  They are proactive in setting up administrative systems and in proposing changes
to how things are currently done.
 Personal secretary also maintains a tickler file for herself and her boss to make
certain that nothing slips through the cracks. Once a day she and her boss should
have a short meeting to discuss what should be accomplished that day and what
was accomplished the day before.
 In most cases Secretaries maintain the executive’s “People to Call” and “Things
to Do” lists. Daily, weekly, monthly, quarterly and annual checklists are likely to
be developed for the executive by secretary.
 Personal secretaries also make certain that office supplies are regularly ordered.
Secretaries are able to sit on meetings and take minutes of the ongoing works.
 Personal Secretaries answer telephones call on behalf of
Managers/Administrators. When her boss is on the telephone during office hours,
she should answer his telephone (as opposed to voice mail answering daytime
calls). Voice mail is great for evenings and weekends, but it should not be a
substitute for secretaries during office hours. For regular callers, in most cases she
should know what the caller is calling about and be able to handle routine matters.
 Personal Secretaries contribute to office performance by their warm and friendly
relationship with frequent callers. If this is the 17th time you are calling her boss,
and she doesn’t recognize your name, something is wrong. Secretaries greet
visitors in a warm and friendly manner. She should take their coats, escort them
into the conference room, ask them if they want coffee, etc.

2:2 Empirical literature review

A considerable number of literatures and research report have been written and discussed
concerning significance of customer care and the secretarial cadre. However the issue of the
problems is still persisting and has not been covered. Despite the huge some of literatures
concerning the customer care skills and the secretarial professions this work has been much
influenced by the work or research reports which in turn is the continuation of what has already
been done in previous studies.
Semainda, (2003) while discussing on the issue of capacity under utilization of personal
secretaries in skills and knowledge acquisition by focusing the public office, the researcher
touches on the back ground of the personal secretarial occupation and the requirements in their
qualifications. However, this research work had not covered on the problems issues alone but
also to customer services.

Nampanda, (2007) on his part while discussing on the roles of personal secretaries in public
organizations in Tanzania, the researcher touches many issues examples that the personal
secretaries provides a vital links of communication between the executives and the employee.

This conclusion at hand has necessitated this researcher to ascertain on the problems facing
secretaries at their work place.

Lemnge, (2007) on his paper titled service delivery systems in local government authorities. In
Dodoma Municipal Council noted the following problems which hinder service delivery in local
authorities. Like the Lack of funds in establishment of project and planning, Political
interferences. example the politicians interfere the fund which were given for the establishment
of project sent for building of new secondary schools in order to accommodate pupils who
passed standard seven examination but could not get chance in secondary school. Not only that
but also Lack of skilled personnel in section planning, financial and budget sector, Conflict
among employees of council and councilors, Limited autonomy, central government control
local government and they do not give them chance to plan, to implement their own projects,
Low awareness among the citizen, in local authorities people do not participate fully in the
formation and implementation of various project in their areas.
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1Introduction
Research methodology is a systematic way of solving the research problem. It may be
understood as science of studying how research is done scientifically (Kothari: 2004). In
addition, it is the part that is used to collect and analyses data. It also indicates the area of the
study.

This chapter presents the approach and methodology used in data collection, it describes the area
of the study, sample and sampling techniques adopted, the instrument used for data collection
and the plan for data analysis.

3.2 Research design

Research design is the arrangement of conditions for collection and analysis of data. It means
that it aims to combine relevance to the research purpose with economy in procedure (Kothari;
2004). This research study will adopt the case study research design. The researcher will select
the design as it allows for an in-depth investigation of the issue being studied. Also the case
study research design will allows for the questionnaire and semi- structured interviews to be used
in the process of collecting data.

3.3 The study area

The proposed area for the study will be Tabora Municipality. The researcher will opt to use the
area as there are numbers of personal secretaries employed and are regarded as last person in the
office with little salary being paid, which seems to be one of the major causes of poor customer
services.

3.4 Sampling technique

This research study will adopt a purposive sampling technique in selecting respondents. The
purposive sampling procedure will allows the researcher to purposely select the target
respondents believed to be reliable for the study.
The sampling technique will help the researcher to use few samples whereby from their
view/responses enough data was obtained for developing the research report.

3.5 Sample size

The researcher will use a total of 30 sample respondents as a representative portion of the total
population in collecting the required data for this research study. The figure that is selected here
represents the actual facts on the main limitation of the study which include financial problem
and time limit. Respondents that will be involved are categorized basing on their sex, age groups,
occupation and education level.

3.6 Data collection methods

This research study will use three data collection methods in collecting data which includes the
following;

3.6.1 Interview
While using this method, a list of questions will be prepared by the researcher (structured
interview) and the researcher will ask the question of interest to respondents where by enough
room to express them before the researcher will guarantee and data will be recorded. Thereafter
the data that will be obtained will be compiled together for further research development.

Structured interview will simplify data analysis as the same questions will be asked to different
individuals. Responses given will then be compiled within a short period of time.

3.6.2 Questionnaire
Questionnaire will also be used in data collection process whereby the researcher will prepare a
list of questions on closed and/or open ended structure and then will distribute them to
respondents targeted in order that they give their responses by filling them.

The researcher will use an open ended type of questionnaire in order to give chance to
respondents to explain themselves in detail. The questionnaire is selected because is the common
method in most of the scientific research studies.

3.6.3 Observation
As a method of data collection, the researcher will visit some departments in the area under study
with the aim of getting clear information about the significance of customer care skills on the
secretarial services management. Through what will be seen the researcher will manage to
collect data.

3.7 Data Analysis

Both the qualitative and quantitative data analysis approaches will be used to analyze data. The
analysis will be done through numerical expressions, computations, constructions of tables
where possible analytical presentation were employed.

3.8 Source of data

The primary data and secondary data will be used for the study. Primary data will be collected
through interview, questionnaire and observation. While secondary data, will be obtained
through revisions made on different references.
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