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THE NEED FOR
IMPROVED CUSTOMER SERVICES IN THE BANKING INDUSTRY
THE NEED FOR
IMPROVED CUSTOMER SERVICES IN THE BANKING INDUSTRY
(A CASE
STUDY OF UNION BANK OF NIGERIA ENUGU MAIN BRANCH)
ABSTARCT
The business
organization operates in an environment
and through its interactions with the various elements of this
environment, it justifies its existence. The customers is the essences of
business. The business organizaiton is expected to continually to satisfy it
customer hence this work gets out to investigate the need for improved customer
services in the banking industry with particular reference to union Bank of Nigeria PLC
The method
applied in this study is a combination of content analysis and survey research
the data were sources through both instrument used availed the research the
opportunity to have a first hand information.
The method
applied in this study is a combination of
content analysis and survey research the data were sources through both
primary and secondary sources and the
instrument used availed the research the opportunity to have a first hand
information.
The unit of
analysis Union Bank of Nigeria PLC
Garden Avenue branch and social artifacts
, and the data collected from the units are presented in tables and
analyzed using chi-square (x2) method.
Among he
major finding of this research work including that the dissatisfaction
experience by customers is due to the inefficiency of the bank staff there is a
relationship between improved service delivery and bank efficiency and bank
profitability.
But owing to
the limitation encountered further studies should be carried out to service
between two banks operating with the
country
TABLE OF CONTENT
CHAPTER
ONE INTRODUCTION
1.1 Background of study.
1.2 Statements of problem.
1.3 Purpose of study
1.4 Scope of the study
1.5 Research hypothesis
1.6 Significance of the study
1.7 limitation of the study
1.8 Definition of terms
References
CHAPTER
TWOREVIEW OF RELATED LITERATURE2.1
The concept of marketing of banking service
2.2 Dynamism and marketing of
commercial banks service
2.3 Customers service strategies
and policies
2.4 Factors influencing bank service
2.5 Management banks density
communication socio-economic factor government control
2.6 Performance appraisal
2.7 Motivation
2.8 Problems of marketing of bank
service
Reference
CHAPTER
THREERESEARCH DESIGN AND METHODOLOGY
3.1 Research design
3.2 Area of the study
3.3 Population of the study size
3.4 Instrument for data collection
3.5 Validation of the instrument
3.6 Reliability of the instrument
3.7 Method of data collection
3.8 Method of data analysis
Reference
CHAPTER FOUR
DATA PRESENTATION & ANALYSIS
4.1 Presentation and analysis of data
4.2 Testing
4.3 Summary of result
Reference
CHAPTER
FIVEDISCUSSION RECOMMENDATION AND CONCLUSION
5.1 Discussion of result and findings
5.2 Conclusion
5.3 Implication of the research
finding
5.4 Recommendations
5.5 Suggestions for further research
Bibliography
Appendix
Appendix 2
References
LIST OF
TABLETable 4.1 Sex distribution
Table
4.2 Status of respondents
Table
4.3 Educational qualification
Table
4.4 Rating of bank customer
related
Table
4.5 Adequacy of man power
Table
4.6 Satisfaction with service
rate of bank staff
Table
4.7 inefficiency of banks staff
Table
4.8 Training motivation and
service rate
Table
4.9 Recommmendation for improved
service delivery
Table
4.10 Staff service rate and
bank profitability
Table
4.11 Bank efficiency and bank
profitability
Table
4.12 Relationship between improved
service delivery efficiency and
Bank
profitability
CHAPTER ONE
INTRODUCTION
The
objective of the chapter is to emphasis on the need for improved customer
service in the banking industry with
special referenced to Union Bank of Nigeria PLC
1.1 BACK GROUND OF THE STUDY
Financial
assets we all know the necessary prerequisites for nay meaningful economic
development of any nation. This is so because the entire would economy today revolves round business while business
revolves round finance. Therefore the significant is the overall development of
our economy. it is on this premise on appreciates the important roles played by
financial institution most especially
the commercial banks whose major function is to organize mobilize
and making funds available for
investment purpose by way of granting credit facilities to individual firms and
government. This Bank marketing has been defined by a media (1983) as “the
creation and delivery of service that will satisfy the need of customers at a
profit to the banks” from this definition, it is seen that the customers who is
the ultimate target of bank marketing must be satisfied. Banks must learn what satisfaction their
customers seeks. The world “ creation and delivery” recognizes that marketing
is an active creation process involving all the banks staffToday the emergence
of commercial banks as well as the role they play has been instrument to the
rapid growth and progressive development of the economy. Banking as a service
industry must adopt to the changing environment and requirement of the economy
which it services and this it can do through effective marketing of its
services. The Nigeria Banking environment is a typical on which lags behind in
the application of modern marking principles to its service offerings.The
banking image in the country is considered bad because of the deterioration
in the banking service over the years
and the very poor trend in banker customers relationship which is largely due
to poor marketing. The major problem is that existing services are not being
provided efficiently. There is a commonly held believe that service rendered to
customer is a bestowal of favour and privileges.G. Garli and M. Gilbert (1976)
still maintains that the public impression of banker and the bank is very poor.
A visit to any branch office will reveal long queues and struggle for the
customers to get served. It can take an hour or more to each the counter and sometimes get the
impression that the counter staff is proud of the long lines of people queuing their
favours.Gadzama M.W (1989) in his chairman’s statement of allied bank annual
report stated that customers are treated with lack of seriousness by the bank staffs. They believes
it is right to deliberately delay customers as a result of their non-challant
attitude to work. It is always a daily occurrence to hear abuses flowing from
customer to bank staff over the protected delay in competing bank
transactions.Today with Nigerians attitude towards the idea of putting their
money in the banks as opposed to keeping them at home banking institution face
unusual marketing challenges. The level of competition between banks is increasing as the level of
financial competition sophistication of company’s of other banking needs the
demand for banking service experienced an explosion that posed a challenge to
the resources of the banking community.
1.2 STATEMENT OF THE PROBLEM
This
research work is aimed at addressing the problems associated with banks which
include
i. To find out if staff
training and motivation affect the ratio
of services by the staff
ii. To ascertain whether customer
dissatisfaction is a function of the inefficiency of the banks staff.
iii. To determine if there is any relationship between
improvement in the service delivery of
the banks and the efficiency of the bank and its profitability
1.3 PURPOSE OF THE STUDY
The purpose
of the study among other thins are stated below:
a. To find out the extent of
staff and customers relationship
b. To determine the extent of
customers compliant of non-satisfactory service
c. To determine the adequacy of
available resources both human and material in the bank.
d. To find out the material in
the bank
e. To find out the staff
customer ratio
f. To ascertain the causes of
long queues on banks
g. To identify the effects of
inefficient service on the banks image and profitability
1.4 SCOPE OF THE STUDY
Due to the
limitations of time and other resources the scope of this study was limited to
union bank of Nigeria Plc garden Avenue off Okpara Avenue Enugu State. Hence
data collected and questionnaires distribution was limited to staff and
customers of the bank at Garden Avenue
1.5 RESEARCH HYPOTHESIS
In this
research the following hypothesis are formulated and will be tested. The
customer dissatisfaction is not a function of the inefficiency of the bank
staff.
H0:
There is no correlation between improved service delivery and bank
efficiency and profitability
H1: There is no correlation between improved
service delivery and bank
efficiency and profitability
H0: Training and motivation of staff does not
affect the service rate of staff
H1: Training and motivation of staff affect
the service rate of staff
1.7 SIGNIFICANCE OF THE STUDY
Considering
the uniqueness of the problem identified in this research the findings are
expected to be great importance to.
Satisfaction of customer needs through improved quality service. the earlier
the problem hindering the effective
customer service by banking industrial
are identified the better for both customer and the banks
In the
exposition in banks customer relations professor Nwankwo G.O (1980)express the
position of the customers in such relation. He position of the customers in
such relation he expressed that customers are the main reason of banks existence that bankers are not doing any favour to the
customers but that customers are doing bankers favours by entrusting his hard
carried money for safe keeping. The (customers) make greatest demand on banks
the most important being getting their money when they want it and some of the
banks money when they need it. It is
therefore important that an efficient and courteous service system will be
crucial in retaining her customers. Some commercial banks in Nigeria tends to
be indifferent to delays suffered by their customers with competition
increasing fast in the banking industry the problem of delays in banks cannot be over-looked especially if
they have to retain their customers. The knowledge of today’s customers are
increasing and their fore their number and knowledge require even harder
effort in this light it is just obligatory and prudent for banks to improve
their service anything short of that will be fool hardy and may endanger the
life of the bank
The
important of this study is also to throw more light on some of the causes and
effects of unsatisfactory counter service in the Nigeria banks. The bank
management will find the exposition useful customers will also benefit from the
study.
The study
will also help to identify the correct from of motivation for the workers in
the banking industry. If workers are well motivated it is likely that they will
perform their duties with cheerfulness and more dedication to duty. This is
likely to promote a very cordial relationship between the banks and their
customers.
1.8 DEFINITION OF TERMS
Where as
certain terms have very definite meanings, other have varying meanings for the
above reasons the critical terms used in this study may be defined as give
here.
i. Customer service: This has been defined as connection of
activities performed in keeping customer happy
ii. Effective: This may be defined as a state capable
of causing a desired result. Effective
customers service is thus a state of service capable of causing desired result
such as achieving the sport out
objectives of the banks
iii. Expectancy: This is defined as the workers perception of
the probability that a particular out come will result or occur when he/she
behaves in a certain way.
iv. Productivity: This means that the dedication of the banks
worker to their duties and their prompt attendance to their customers and their
problem which are measured by the number of hours out of the total number of
worker hours per day utilized efficiently by the workers in the performance of
their assigned duties.
v. Performance appraisal: This is the personnel activity by which
the enterprise determines the extent to which the employee is performing the
job effectively
iv. Motivation: This refers to goal directed behaviours ie. The process of
influencing and activating a workers energies and full potentials towards the performance of
set task and the achievement of organizational objective
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