An investigation of the effectiveness of language policy and planning in licensed state banks, commercial banks and regional banks in the Gampaha district

Abstract

Language policies in banks play a crucial role in influencing both the customer service and the internal communication, particularly in multilingual contexts. These policies govern the languages employed during client interactions, in written documents, and throughout organizational communications. Thus, this study investigates the effectiveness of language management policies in financial institutions within the multilingual context of Gampaha district, Sri Lanka while addressing a gap in existing research that predominantly focuses on policy creation and implementation. By examining how language policies are translated into practice, this paper aims to assess how well these policies manage customer interactions and identify issues faced by both the employees and the customers. Cooper's (1989) framework is used to explore language policies, practices, and beliefs within banks, while Shohamy's (1996) theoretical framework is applied and extended to analyze the explicit and the implicit dimensions of the language policy and their impact on the practices and the beliefs. The study utilized a mixed-method approach, comprising semi-structured interviews with eight bank managers from two state banks, four commercial banks, and two regional banks and they were selected through purposive sampling method to ensure relevant expertise. Consequently, questionnaires were distributed to 40 randomly selected customers per bank and focus group discussions were conducted with three front-desk employees from each bank, who were also chosen via purposive sampling method. Questionnaire data was analyzed using Microsoft Excel for frequency distributions and percentages, while content analysis was conducted on interviews and focus group discussions to identify recurring themes and insights of the participants. The findings of the study indicate that most customers prefer using their first language for banking purposes, regardless of the bank. However, Tamil-speaking customers expressed dissatisfaction with the lack of Tamil-speaking employees, leading to significant comprehension difficulties. Henceforth, these findings provide insights into the strengths and the challenges of the language management within the banking sector.