IMPACT OF LABOR INVESTMENTS AND PERFORMANCE APPRAISAL ON CUSTOMER SERVICE IN RETAIL - FOCUSED ORGANIZATIONS - A CASE OF PRIVATE COMMERCIAL BANKS IN KARACHI

Abstract

Purpose - Retailers today are faced with numerous challenges in the areas of developing their employees with necessary skills. They place significant emphasis on employee development because it affects the customer service which is the heart of any retail operations, particularly in- service sector. This study is conducted to explore the impact of labor investments and appraisals where banks as retail sector organizations are selected. Methodology/sainple - Five major banks were included where managers and employees participated in the study. The sample size is 250 where participants were selected based on non - probability sampling. Findings - The findings and hypotheses confirmed that human capital investments affect customer service in banking sector. Also, employee appraisals in banks affect customer service in this sector. Practical Implications - This study is of significant importance in the research field specifically in banking sector. As banking sector falls in the category of retail, providing efficient customer service is an integral part of any retail organization. The findings of this study are beneficial to those operating in service sector industries.