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CUSTOMER SERVICE AND
ITS IMPROVEMENT IN THE NIGERIAN COMMERCIAL BANKING INDUSTRY
ABSTRACT
This is a
research work, which examines the improvement of customer service in the
Nigerian Banking Industry. A case study of UBA Plc. Agbani Road Enugu.
To guide this
study the following five research questions and two hypothesis tested were
formulated: what are the characteristics of staff and customer of UBA Plc Agbani Road Enugu? To
what extent are the human and material resources adequate to achieve effective
functionality in UBA Plc? To what extent are the objectives and aims of the UBA
Plc are being achieved? What are the relationship between UBA Plc staff and
customer of the branch? To what extent are the complaints of non-satisfactory
services from customer affect the operation of the bank?
Ho: there is no significant difference at 0.5 in the
perception of customers and staff on whether the service received in the bank
meets the needs and interest of the customers.
Ho: management is not the cause of bank low performance. A
structured questions developed by the researcher was administered to a total of
53 customers and staff of the UBA Plc Agbani Road Enugu.
The data
collected were analyzed using chi-square method. The major findings were among:
-
1. Most
of the resources both human and materials are not available for effective
functionality of the services.
2. Majority of its service had not
improved.
3. A
great deal of improvement needs to be made in the service rendered.
4.
Majorities of the customers of UBA Plc Agbani Road Enugu are savings
deposits.
Based on the findings, the major recommendations were as
follows: enough manpower should always be placed at the counter to attend to
customer’s inquiries / needs, quality / status of the counter clerks and
cashiers should be raised so that shorter time is spent by customers in
carrying out this transaction.
The infrastructural needs be improved. E.g. computerization
of savings department.
The bank should encourage staff to enhance in the educational
qualification.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE
STUDY
The origin of banking in Nigeria dated back to the Goldsmith
in Verice and up-till date, personal service is till the mainstay of banks
output for her customers.
Service is the act of distributing the banks various
production packages and marketing strategies implementation. It is also the
bulwark of the industry in the face of government guidelines and hash monetary
or fiscal policies. This is viewed by Oguntade Adekunle M. in Business Time
that by aggressive marketing advertisement with the current Central Bank
directives on deregulation of interest rate, banks must work extremely hard to
be able to survive.
In Nigeria, the economy has been largely extubitive of
classic sellers market in all sectors. Till the recent past, the country is
under banked and bank customers have to accept or consume, service without
questions as in every seller’s market. No wonder Irojiogu Echerue in his
write-up of pricing of Commercial Bank services in Business Times pointed out
that so may factors militate against rendering efficient banking services in
Nigeria.
But today banking in Nigeria has become more competitive.
Riege Anil stated in Business Times that as an effort to improve and provide
innovative services, banks especially commercial banks must step in line will
present trend in the market, the customers who are the ultimate aim of the bank
should be satisfied through deliverance of services that will satisfy the need
of the customers, the bank make their profits. considering this fact and also
the view that human needs are instable, there is the need for this study to
improve the service rendered to customers. The idea of efficient services in
the banking industry has been given serious attention not only by the
management of bank (UBA), but also by the government. The view is that
commercial banks should provide prompt, friendly, coveteous, orderly, efficient
and satisfying services to her customer.
In view, of the foreign relationship between a bank and her
customers is contractual. This is because baking is about trust. The customers
entrust his hard-earned money with the bank for safekeeping. Here the bank is a
debtor/agent and the customer is the creditor/principal since she (bank)
carries out instruction of the customers in consideration for these services,
the bank is paid commission, interest or fee.
In some situation, the bank is the creditor while the
customer is the debtor. Such situation like advances or credit facilities to
customers. Yet, many banks are known for their slow pace in transacting business. Long queues with
customers waiting for towns to cash their cheques or deposit their money. To
open an account is characterized by “come today, come tomorrow and next week
syndrome. To buy a bank draft is another story. This is bullressed in one of
the national daily newspaper 1996 in the treat of WAEC registration, had a
cartoon of an employee who was asking for two days casual leave to enable him
purchase bank draft.
Another, a bank customer was carrying a mat to the bank so as
to sleep while waiting for his turn in the crowded banking hall to cash his
cheque, yet another, a bank customer was being turned around by bank staff in
his quest for the section of foreign exchange for him to exchange his foreign
currency.
According to Gadzama M.W. in his chairman’s statement of
Allied Bank Annual Report “that customers are treated with lack of seriousness
by bank staff. They believe 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 customers to bank staff over a protracted delay in
completing bank transactions.
No wonder the Chief of General staff vice admiral Augustus
Aikuomu stressed the point while addressing delegates in the 10thAnniversary of
the Nigerian Institute of Bankers. He said” rather one observe buoyant balance
sheet which are not as a result of quality services, (emphasis mine) or growth
stimulation, but a because to a drastic shift in asset portfolio, characterized
by a more total avoidance of risk altogether”. That is why there must be need
for reorientation in attitude of bank staff towards their customers. In the
next decade, banking and nation economic activities will certainly become more
complex and sophisticated.
In United
Bank for Africa Plc, Agbani Road Enugu, where the case study is based on the
story is not different. A brief mention of the origin of the bank will be made.
United Bank for Africa Plc, was originated from Britain and France, the British
French Bank Limited itself, metamorphosed from Bruci Paris (Banque National
Parle commerce et al, Industries) established in 1932. The officially opened to
business in December 1949 with a staff strength of twelve.
In 1960, the
went public in accordance with the policy and intention of the French owners of
bank to sell off their shares to Nigerians on February 1961, the United Bank
for Africa was incorporated to take over the assets and liabilities of the
British for business under this new name on October 3rd 1961. The also serve a
good number of customer. But because the two parties (staff and customers) are
not satisfied with each other, hence the study.
1.2
STATEMENT OF THE PROBLEM
In the service ministry effectiveness of management is often
by the quality of service rendered. There is in turn determined by the time
spent to obtain the service and the circumstance in which it is received.
Customers are satisfied when they get the services they want at the right time,
right place, right price and in the right manner. As customers and users of
bank directly or indirectly are aware of the various problems faced by
customers.
1. It
has been very difficult to understand the characteristics of the bank staff and
customers.
2.
Despite the enhanced status of the bank staff, it has been a problem to
know the adequate of resources-human and material resources for effective
operations.
3.
Their had been complaint from the customers of non-satisfactory
services.
4. More
the extent of staff / customer relationship in United Bank for Africa Plc. Is
not convincing.
1.3
PURPOSE OF THE STUDY
Bearing the stated problem in mind, this study will find a
way of correcting the problems and to improve on them. The purpose of the study
includes the following:-
1. To find out the characteristics of
staff and customers of United Bank for Africa Plc.
2. To
determine the adequacy of the resources, human and material.
3. To
appraise the extent to which these problem have militated against improvement
in the staff customer relationship.
4. To
determine the extent of customers compliant of non-satisfactory services.
5. To
evaluate the extent to which commercial banks have succeeded in dispensing their
services to their customers.
6. To
suggest avenues and method of improvement to the identified problems. And in so
doing, to further give an insight into this sector of our economy for the
future use of professionally qualified and skillfully trained personnel in
furthering the staff-customer relationship.
1.4 SCOPE OF
THE STUDY
This study has been concentrated on United Bank for Africa
Plc Agbani Road Enugu as represents the biggest branch of United Bank for
Africa Plc East of the Niger.
A study about commercial banking would not be adequate
without an analysis of impact of commercial banking on the development of the
general economy. But the scope of activity would be practicably impossible
within the available time, finance and also with respect to the Limited space
for the study to cover whole branch of UBA.
Therefore, this study examines the causes of poor customer
services and ways of improving it. Considering this factors, the data and
response to questionnaires were limited to staff and customer of Limited Bank
for Africa Plc Agbani road Enugu.
1.5
RESEARCH HYPOTHESIS
Based on the problem statements, the research proceeds to
formulate the following hypothesis, which will be tested in the course of the
study.
Hi: There
is no significant difference in the perception of customers and staff on
whether the services received in the bank meets the needs and interest of the
customers.
Ho: There
is significant difference in the perception of customers and staff on the
services received in the bank meets the needs and interest of the customers.
Hi:
Management is the course of the banks low performance.
Ho: management is not the cause of the banks
low performance.
H3: The
capital base of UBA Plc are adequate to carry-out it’s lending operations.
Ho: The
capital base of UBA Plc are adequate to carry-out it’s lending operations.
1.6
SIGNIFICANCE OF THE STUDY
It has been said that the ultimate aim of any organization is
to obtain “allain” success by way of achieving its objectives. An organization
will go to any length by apply strategies that help them meet their target or
achieve their goals. Considering the uniqueness of the problems identified in
this research, the findings are expected satisfaction of customers needs
through improved quality services.
In the exposition on bank/customer relations, Professor Nwankwo
G.O expresses the position that customers are the main reason of bank
existence. Those bankers are not doing any Favour by entrusting his hard-earned
money for safekeeping. They (customers) make greatest demand on bankers, the
most important is being getting their money when they want it, is therefore
important that an efficient and continuous service system will be crucial in
retaining her customers.
Some commercial banks in Nigeria which tends to be
indifferent to delay suffered by their customers with competition increasing
fast in the banking industry the problems of delays in banks cannot be over
looked, especially if they have to retain their customers.
The knowledge of today’s customers is increasing and
therefore, their number and knowledge requires even harder efforts. In this
light, it is just obligatory and prudent for banks to improve their service.
Anything short of that will be fool hardly and may endanger the life of the
bank.
The important of this study is to throw more light on some of
the causes and effects of unsatisfactory counter services in the Nigerian banks
which is the base of the current Nigerian banking system. The bank staff /
management will also benefit from this study.
Furthermore, this study will go a long way by educating the
commercial banks on how to dispense their services to their customers and also
to help the average Nigerian bank customer to learn how to be patience in
dealing with the bank staff and not always be in a hurry.
Finally, I hope that this work will provide basis for future
research.
1.7
LIMITATION OF THE STUDY
Consequently, this work was limited to United Bank for Africa
Plc Enugu, because it is where the headquarters is located. For this reason,
Enugu will experience large turnout of customers in their branches.
Considering the factor made on the scope of this study of
this chapter that is the constraints, notable among them were time and finance
factor as the researcher was combining the research work and class work at the
some period which are not easy. It is wise for Enugu to be used, which is a
bonus area for getting the required data.
This study also was limited to Enugu with the hope that
conclusions reached in the cause of the study should apply to other commercial
banks.
1.8 DEFINITION OF TERMS
1.
CUSTOMER: - According to Oxford Advanced Learners Dictionary of current
English. Customer s defined as a person who buys things, especially one who
gives his custom to a shop.
2.
SERVICE: - This refers to a system or arrangement that supplies public
needs especially for communication.
3.
MANAGEMENT: - This refers to the body in an organization responsible for
planning, organizing, directing and controlling activities in the organization.
4.
RELATIONSHIP: -This means the
connection between one thing, person, idea and another.
5.
BANK: - Establishment for keeping money other valuables safety.
6.
STAFF: - Group of assistants working together under a manager or head.
REFERENCES
Gadzama M.W. (1989):
Allied Bank Annual Report. Chairman statement P. 10.
Irojiogu .E. (1991) July 11: Business Times. Pricing of Commercial Bank
service P.5.
Oguntade Adekunle .M. (1992): February 2 Strategic Issues
BusinessTimes, marketing of Bank Services P. 3.
Rege Ani (1990): The Alliance Silver
Jubilee EditionInterview with Founding Chief Executives P. 15.
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