Societal values within which organisations operate

Each society has its own unique values, derived from the culture of that particular country. Because this study was conducted in South Africa, specific reference will be made to the values applicable to this country.

2.4.7.1 South African values

Empirical research conducted by Schwartz (1992: 2) states that there are 10 universal values which are embraced by all individuals in every part of the world. However, in the South African context, ubuntu values are considered as the building block of a South African value system, and are therefore extremely important to South African society. To be able to understand the value systems of South Africans, it is important that one first understand ubuntu values.

2.4.7.1.1 The value of ubuntu

In English, the word “ubuntu” is translated as “humanity”, or “humaneness” (Poovan, 2005: 16). It is an Nguni (i.e. an ethnic group within South Africa) word that conveys that all people are connected with each other, and are reliant on each other (Poovan, 2005: 16). In isiXhosa (i.e. another ethnic group within South Africa) where the concept of ubuntu originated, the term means “Umntu ngumntu ngabantu”, which, translated into English, means “I exist because you exist” (Sayers, 2009: 8), or “A person is a person because of other people”, or “I am because we are” (Mbigi, 1997: 2, cited in Poovan, 2005: 16).

The word “ubuntu”, in various forms, can be found over a wide geographical area, encompassing Eastern, Central and Southern Africa. For example, the Sukuma tribe in Tanzania refers to “bantu”, while the Herero ethnic group in Namibia refers to “avandu”. In Central Africa, three words, namely “ngumtu”, “kubunty”, and “edubuntu”, are used to express the same sentiment (Taylor, 2014: 331). One can therefore conclude that ubuntu is an African way of life that caters for healthy human relationships, and also paves the way for non-discrimination on the basis of culture, age, and gender, as it promotes the spirit of humanity, interdependence, and oneness. It further embraces differences, and encourages a sense of belonging to one big family (community), as well as a relationship with nature (Sayers, 2009: 8).

Archbishop Emeritus Desmond Tutu, former Archbishop of Cape Town, describes ubuntu as follows: “Ubuntu ... It speaks to the very essence of being human. When we want to give high praise to someone we say, ‘Yu, u nobuntu’: he or she has Ubuntu. This means that they are generous, hospitable, friendly, caring and compassionate. They share what they have and are able to go the extra mile for the sake of others. I am human because I belong, I participate, I share. A person with Ubuntu is open and available to others, affirming of others, does not feel threatened that others are able and good; for he or she has a proper self-assurance that comes with knowing that he or she belongs in a greater whole. We believe that a person is a person through other persons, that my humanity is caught up, bound up, inextricably, with yours. When I dehumanize you, I inexorably dehumanize myself.” (Tutu, 1999: 34-35) From this definition, it is clear that ubuntu values are closely related to or defined using elements such as humanity, sharing, caring, compassion, respect, empathy, and generosity (Matolino & Kwindingwi, 2013: 199).

At the heart of every African lies the spirit of togetherness, collectivism, and servicing others (Taylor, 2014: 332). Hence, the South African government deemed it important to include the principles of servicing people in a warm and pleasant manner, also referred to as the “Batho Pele principles”, in the Constitution of the Republic of South Africa, Act 108 of 1996 (SA, 1996).

2.4.7.1.2 Batho Pele principles

The Batho Pele principles (batho pele is a Sesotho phrase, which translates as “people first”) were introduced in the White Paper on Transforming Public Service Delivery, which was passed in 1997, and which changed the way services were delivered, to a more customer-orientated service delivery (Ingle, 2011: 76). According to Fraser-Moleketi (2006: 46), prior to 1994, services were delivered based on direct discrimination on the basis of race and gender. According to the Department of Public Service and Administration, the Batho Pele principles are about improving the quality of service delivery to customers, and they call attention to accessibility, efficiency, and accountability to the larger public (the end users).

The Batho Pele principles consist of the following, as explained by Fraser-Moleketi (2006: 69-70) and Khoza, Du Toit and Roos (2010: 59):

 Consultation: The public must first be consulted in terms of which services they would like to be provided to them, and how they would like them to be provided.

 _{Service standards: The public must be informed of the type of services to} be provided, so that they can be able to benchmark.

 Increasing access: All members of the public must have equal access to the service.

 Providing more and better information: The public must know of all the services they will be provided with, and how they will be provided.

 Increasing openness and transparency: Iinformation about the services to be provided must be availed in detail to the public. The details can include costs, departments, and person(s) responsible for service delivery.

 Remedying mistakes and failures: In the case where the public is not happy about services rendered, corrective measures should be taken.

 Getting the best value for money.

The Batho Pele principles are guiding principles for not only government institutions, but for both public and private organisations operating within the South African context. From the above exposition, one may conclude that application of these principles in an organisation will yield many benefits. The organisation that implements the Batho Pele principles is likely to satisfy its customers and increase customer loyalty, and, as a result, increase profits, competitiveness, and sustainability (Pietersen, 2005: 55). Mangolisa and Damane (2001: 31) assert that organisations infused with a pervasive spirit of caring, harmony, hospitality, and respect will enjoy a more sustainable competitive advantage.