The Complexity of the Application of Balanced Scorecard Method in Performance Evaluation: Case of Cote D’Ivoire Commercial Banks

Abstract

In the recent past, business relies only on financial indicators as the measures for evaluating performance. There is the requirement to include non-financial and financial measures of performance and determine key performance indicators that connect measurements to strategy and Balanced Scorecard is one of such instrument because it assesses the performance of an organization from various stages, namely financial, customer, internal process and learning and growth. However, it appears that this powerful tool is not implemented yet by plenty of industries in Cote d’Ivoire including commercial banks. This study therefore aimed at evaluating performance of banks in Cote d’Ivoire using balanced scorecard framework. A sample size of three (3) banks was employed out of the population of eighteen (18) commercial banks for the completion of this research. A total of one hundred fifty (150) copies of questionnaire were distributed to the executive staff and customer of the three (3) selected banks out of which one hundred forty four (144) copies were properly filled and given back. A computation of several metrics/measures and the Spearman’s Rank Correlation Coefficient were used as the techniques for data analysis. The survey concluded that BSC framework can be implemented to assess performance of banks in Ivory Coast and also argued that is a relevant measurement tool which can provide additional information on customer satisfaction, internal business processes and learning & growth perspective. Therefore the survey advised companies to carry out the BSC in order to fully take advantages from their investment.

Keywords: Balanced Scorecard, Performance evaluation, Commercial bank, Cote d’Ivoire