Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD Impact of service quality perceptions on Foreign Direct Investment inflows: a case of Uganda Jotham Mbiito Byarugaba, mbiito@mail.com Department of Marketing & International Business Makerere University Business School, Kampala, Uganda. In Partnership with Trust Africa Investment Climate & Business Environment Research Fund 2011 Abstract Purpose: The purpose of this research is to investigate service quality perceptions of FDI clients and GOU officials. Design/methodology/approach: A cross-sectional design will be adopted with two instruments and two focus groups from each sub-sample’. Limitations: Organising FDI clients’ focus groups may prove difficult. Practical implications: Strategies will be crafted from the findings to close Gaps 1 and 5 and improve on FDI inflows to Uganda. Originality: The paper will provide GOU officials knowledge on service quality they need to design to meet FDI clients’ expectations. Background and Introduction to the Research The Government of Uganda (GOU) has won compliments for its macroeconomic management in recent years. It is currently revising a range of laws and regulations to create greater government accountability, open markets, develop infrastructure to create a more attractive environment for foreign direct investment (FDI). The aforementioned strategies together with abundant natural resources provide good opportunities for foreign investors to invest in Uganda (Musila & Sigue 2006; Clinton 2009). Evidence exists that the aforementioned strategies have reaped rewards. For example, FDI flows into Uganda stood at $368 million in 2007, lower than in both 2005 and 2006, but up drastically from 2001, when investment was $150 million, according to the World Investment Report for 2008. The overall economy, meanwhile, continues to expand, growing 9.8% in the 2007/2008 Ugandan fiscal year and by at least 7% in 2008/2009. Business analysts believe Uganda has the potential for larger amounts of FDI, but emphasise that the GOU must address challenges related to the country’s weak infrastructure, largely uneducated workforce, political interference in private sector, high levels of corruption, to list only examples. Though Ugandan mobile telephone services have improved greatly due to strong private sector investment, electricity and road network urgently need renovation and expansion to meet the FDI demands. With an installed total capacity of just 300 megawatts (MW), Uganda’s electricity network reaches only 20% of the population, and load shedding all over the country is common. The dilapidated road infrastructure has led to increases in transportation costs thus leaving the entire country, which is land locked, vulnerable to bottlenecks and disruptions. A major business challenge stems from the fact that a two-lane highway from Kenya remains the primary route for 80% of Uganda’s trade. Uganda’s dependence on this route was well demonstrated in late 2007 and early 2008 when election related violence in Kenya virtually halted trade into Uganda for more than two months, causing a spike in prices of all commodities. The GOU is making deliberate efforts to improve on infrastructure by renovating the roads, laying a new fibre-optic cable for internet services along the eastern coast of Africa which has reached Uganda. Further, Uganda is building a 250-MW hydroelectric dam at Bujagali falls and will be added to the national grid in January 2011 (Clinton 2009). Key sectors for DFI include agriculture, tourism, mining, energy, and information communication technology (ICT) (Uganda Investment Authority 2009/2010). Literature review shows 284
Challenges in the Era of Globalization Edited by Emmanuel Obuah that foreign investors’ FDI decisions have been motivated by three traditional economic determinants differentiated as resource-seeking FDI, Market-seeking FDI and efficiency-seeking FDI (Nunnenkamp 2002). However, another potential determinant of decisions on FDI sectors of destination is the level of quality of service offered by GOU (policymakers) to the different foreign investors to the Ugandan economy. This implies that the traditional determinants of FDI flows notwithstanding, perceptions of quality of investment services by both foreign investors and GOU officials are another potential determinant of decisions on FDI sectors of destinations in the Ugandan economy. Despite the GOU officials’ efforts to create a good investment climate, three key questions come to the fore: Firstly, are FDI clients receiving investment services they expect from GOU officials? Secondly, do the GOU officials’ perceptions of quality investment services mirror FDI clients’ expected and actual investment services? Thirdly, what is the relative importance of service quality dimensions as determinants of FDI sector destination decisions in Uganda? The first question implies a potential disparity between FDI clients’ expected and experienced service quality that impacts their investment decisions. The second question implies a potential disparity between GOU officials’ perceptions of FDI clients’ expectations of quality investment services that may influence their FDI decisions in the Ugandan economy. The third question implies a potential variation in relative importance of service quality dimensions in influencing FDI clients’ decisions in regard to sector destination in Uganda. The aforementioned disparities and relative importance will be investigated in this research with a view of closing the disparities to increase DFI flows to different sector destinations in Uganda. To have a better understanding of the potential impact of FDI clients’ and GOU officials’ service quality perceptions on DFI flows to the different sector destinations of Ugandan economy, the Gaps model of service quality by Parasuraman, Zeithaml and Berry (1985) is useful. In this respect, the SERVQUAL scale based on the identified seven dimensions of service quality (Kang & James 2004; Zeithaml, Bitner & Gremler 2006) will be used to measure the service quality Gaps from two perspectives. Firstly, form GOU officials’ perceptions of quality investment services and how they impact investment decisions of FDI clients will be investigated. Secondly, from FDI clients’ perceptions of quality investment services and how they impact their decisions will be investigated too. The study will also investigate the relative importance of the seven dimensions of service quality as potential determinants of decisions on sector destinations as regards resource-seeking FDI, market-seeking FDI, and efficiency-seeking FDI in the Ugandan economy. This is premised on the potential disparity between what GOU officials perceive as quality investment services offered to FDI clients and what FDI clients perceive as quality investment services both of which have a potential influence on FDI decisions to the different sector destinations in the economy. Because quality of investment services are perceived differently in different sector destinations and for the different traditional determinants, the SERVQUAL scales will be adapted to capture perceptual data both on traditional determinants and the different FDI sector destinations in Uganda. The SERVQUAL scales will also measure the causal relationships between the identified variables in this study (see Figures 1 & 2). For purposes of this research, the focus will be on GOU officials’ Gap 1 and the FDI clients’ Gap 5. Problem statement Because this investigation requires the intervention of FDI clients and the GOU officials in determining FDI decisions on sector destinations, the problem statement can be phrased in a fourfold manner: Firstly, as shown by Gap 1 (Figure 3), a potential disparity may exist between GOU officials understanding and design of the quality investment service FDI clients expect in decision making. The question is which variable(s) impact on this Gap to influence FDI decisions on different sector destinations? Secondly, as shown by Gap 5 (Figures 1), a potential disparity may arise between FDI clients’ expected and experienced service form GOU officials with a potential influence on FDI investment decisions on different destination sectors of Ugandan economy. As for Gap 1, the question is which variables impact on this Gap to influence FDI clients’ decisions? Thirdly, because GOU officials aim at creating a 285
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Track 9: Global Studies and Politic
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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Table 1: A Summary of Operating Ban
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Discussion and Conclusion Challenge
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Abstract What does Globalization me
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Banks in Ghana Challenges in the Er
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References: Challenges in the Era o
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The study seeks to: • examine typ
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Figure 2: Customer Perception of MT
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Relationship Commitment Total 1264.
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Conclusion Dissatisfied 6 3.4 3.6 7
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Methodology Challenges in the Era o
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Discussion Challenges in the Era of
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