Validation of Customer Perspectives in the Context of NGO’s Performance Evaluation in Kenya
International Journal of Economics, Finance and Management Sciences
Volume 4, Issue 4, August 2016, Pages: 199-204
Received: Jun. 17, 2016; Accepted: Jul. 4, 2016; Published: Jul. 28, 2016
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Authors
Nasline Akinyi Ouko, Departmentof Extra Mural Studies, the University of Nairobi, Nairobi, Kenya
Charles Rambo, Departmentof Extra Mural Studies, the University of Nairobi, Nairobi, Kenya
Paul Odundo, Department of Education Communication Technology, the University of Nairobi, Nairobi, Kenya
Raphael Nyonje, Department of Education Communication Technology, the University of Nairobi, Nairobi, Kenya
David Omondi Okeyo, School of Public Health and Community Development, Maseno University, Kisumu, Kenya
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Abstract
Customer segments are key performance gauge for effective and efficient Non-Governmental Organizations. There seems to be little assessment of customer related components in the NGO’s performance measurement mix despite many donor-funded projects implemented in Nyanza region in Kenya. This study explored key customer perspectives guided by one of the Balanced Score Card model pillars in the NGO performance measurement concept. The study engaged 64 top managers of NGOs dealing in livelihood issues within Nyanza region. Structured questionnaire was used to explore critical areas of the customer perspective as performance indicators. Data analysis was based on descriptive statistics at the preliminary stage and hierarchical regression based on principal axis factoring. The results revealed four categories of customer perspectives in the competition. The leading category accounted for 17.25% of customer perspective performance characterized by presence of service charter, objectives related to customer/beneficiary services and existence of relevant ICT/information material. The second category accounted for 14.48% of the variance and was characterized by engagement in activities that respond to immediate beneficiary needs. The third category accounted for 13.11% and was characterized by the value of honesty, courtesy, transparency and beneficiary accountability. The last category of customer perspective accounted for 7.61% of the variance and was characterized by regular execution of beneficiary satisfaction survey. In conclusion, the study established that key customer perspectives in the NGOs performance measurement area the presence of service charter, clear objectives related to customer/beneficiary services and existence of relevant ICT/information materials. It therefore recommends putting more emphasis in regular beneficiary satisfaction surveys as this area is more likely to be ignored in the performance measurement.
Keywords
Customer Perspective, Performance, Evaluation, Ngo, Kenya
To cite this article
Nasline Akinyi Ouko, Charles Rambo, Paul Odundo, Raphael Nyonje, David Omondi Okeyo, Validation of Customer Perspectives in the Context of NGO’s Performance Evaluation in Kenya, International Journal of Economics, Finance and Management Sciences. Vol. 4, No. 4, 2016, pp. 199-204. doi: 10.11648/j.ijefm.20160404.15
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Copyright © 2016 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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