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THE NEED FOR IMPROVED CUSTOMER SERVICES IN THE BANKING INDUSTRY

(A CASE STUDY OF UNION BANK OF NIGERIA

ENUGU)

 

ABSTRACT

 

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 organization 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.

 

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 staff.