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AN ASSESSMENT OF CUSTOMER
SATISFACTION IN BANKING INDUSTRY
ABSTRACT
Quality improvement can lead to increase in
revenue and increased customer’s loyalty and the cross-selling of bank products
as loyal customers spend more time with chosen banks, attract little
administrative cost and are more profitable. The objective of the research is
to identify the service quality level. It also aims to determine key factors in
selecting a particular bank. The finding of this research suggested hat the key
factor in selecting a particular banks are credibility, client, customer
investors are dissatisfied with the quality of services as provided by the
banks in Nigeria. The research has indicated that the complicated procedures
and farms, queuing time, lack of individual approach and absence of new
technology are some of the factors which creates disadvantage and lack of
co-operation between the firm and bank. The study also proffers solutions on
how to improve the situation.
TABLE OF CONTENTS
Title
Page - - - - - - - - - i
Declaration - - - - - - - - ii
Approval
Page - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgment - - - - - - - v
Abstract - - - - - - - - - vi
Table
of Contents - - - - - - - vii
CHAPTER ONE
INTRODUCTION
1.1 Background of the Essay - - - - - 1
1.2 Objectives of the Essay - - - - - 3
1.3 Significance of the Essay - - - - - 3
1.4 Scope of the Essay - - - - - - 4
1.5 Limitation of the Essay - - - - - 5
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction - - - - - - - 6
2.1 The Concept of Customer Satisfaction - - - 6
2.2 Customer
Satisfaction in the Banking Sector - 12
2.3 The
Challenges Militating against Customer Satisfaction in Banking Sector - - - - - - - 14
2.4 Importance
of Customer Satisfaction - - - 16
2.5 Creating
Loyal Customers through Customer Satisfaction 20
2.6 Customer
Satisfaction through Value Creation - 29
2.7 Customer
Retention through Customer Satisfaction 33
2.8 Competitive
Advantage through Customer
Satisfaction
Strategy - - - - - - 36
2.9 Summary of the Literature - - - - - 40
CHAPTER
THREE
SUMMARY,
CONCLUSIONA ND RECOMMENDATIONS
3.1 Summary - - - - - - - - 42
3.2 Conclusion - - - - - - - - 43
3.3 Recommendations - - - - - - 43
Bibliography
CHAPTER
ONE
INTRODUCTION
1.1
BACKGROUND
OF THE ESSAY
Customer
Satisfaction is perception of customer about a company and in relation to
whether his or her expectation is met or not (Praline, 2007).
Over the
years a feeling of discontentment among customers and users of bank services
developed gradually with regard to irregular rendering of banks statement delay
in clearing and crediting changes lodged, failure to receive prior guidance and
endless queues at the banking hall and numerous other frustrating and
organizing experiences of customers generated dissatisfaction with the banks.
The profits declared
annually by the bank generate some resentment to their customers and other uses
of the service who believed nightly or through that the service they received
from the banks are mostly inadequate and ineffective.
Many of the
bank service in Nigeria need to be received. The review should be seen as an
attempt by the banks to determine the most effective approaches for satisfying
customers needs. For instance, the introduction of computer technology was to
enhance the quality of banking services to their customers but the rate of
effective utilization of computers still remain very low.
Many banks
have also introduced e-banking, value card credit card, and (ATM) debit card so
as to eliminate necessary queues and facilitate easy transaction. Many banks also
invested enormous capital in the construction of magnificent high head office
complexes; area offices and branches to provide suitable working condition for
staff and customers, and a the same time enhancing their corporate image. The
impact of customer satisfaction in banking industry cannot be overemphasized,
especially in the face of stiff competition, obtainable in today’s business
world. Hence the need to study the subject matter: The assessment of customer
satisfaction in banking industry. As such emphasis of this essay shall be on
this subject matter.
1.2 OBJECTIVES OF THE ESSAY
1.
To assess customers’ satisfaction in banking
industry
2.
To examine the general concept of customer
satisfaction in banking industry in Nigeria.
3.
To identify the factors militating against customers
satisfaction in banking industry.
4.
To proffer possible solutions to the identified
problems.
1.3 SIGNIFICANCE OF THE ESSAY
The study
will be useful to players in the banking industries as well as students as they
utilize the findings of this essay.
The firms in
the banking industry who may wish to sue the findings as a basis for
formulating policies aimed at improving customer satisfaction will really find
this essay useful as they utilize the findings.
Students as
well as private individual who may wish to use this essay as a reference
material or a spring board to undertake their own work would find this essay
really significant.
1.4 SCOPE OF THE ESSAY
The essay
covers the assessment of customer satisfaction in banking industry as well as
the challenges militating against customers’ satisfaction in banking industry.
The essay equally proffers recommendations to the challenges confronting
banking sector in their bid to effectively satisfy their customers.
1.5 LIMITATION OF THE ESSAY
Time: Although time is vital for one to
get accurate and up-to-date data, this cannot be achieved (being a student)
because of academic stress.
Finance: Another constraint is finance to
conduct a research of this nature. Money is essential to enable travelling to
various branches of different geographical locations and buy the necessary
materials for this study. But it is
factual that there is nothing like “enough money” is the country.
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