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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. Statements of problem.
2. Purpose of study
3. Scope of the study
4. Research hypothesis 

1.6       Significance of the study

1.7       limitation of the study

1.8       Definition of terms

References

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1       The concept of marketing of banking service

1. Dynamism and marketing of commercial banks service
2. Customers service strategies and   policies
3. Factors influencing bank service
4. Management banks density communication socio-economic factor government control
5. Performance appraisal
6. Motivation
7. Problems of marketing of bank service

Reference

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1       Research design

1. Area of the study
2. Population of the study size
3. Instrument for data collection
4. Validation of the instrument
5. Reliability of the instrument
6. Method of data collection
7. Method of data analysis

Reference

CHAPTER FOUR

 DATA PRESENTATION & ANALYSIS

1.  Presentation and analysis of data
2. Testing 
3. Summary of result

Reference

CHAPTER FIVE

DISCUSSION RECOMMENDATION AND CONCLUSION

1. Discussion of result and findings
2. Conclusion
3. Implication of the research finding
4. Recommendations
5. Suggestions for further research

Bibliography

Appendix

Appendix 2

References

 

LIST OF TABLE

 

Table 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. 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

Today 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. STATEMENT OF THE PROBLEM

This research work is aimed at addressing the problems associated with banks which include

1. To find out if staff training and  motivation affect the ratio of services by the staff
2. To ascertain whether customer dissatisfaction is a function of the inefficiency of the banks staff.
3. 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. PURPOSE OF THE STUDY

The purpose of the study among other thins are stated below:

1. To find out the extent of staff and customers relationship
2. To determine the extent of customers compliant of non-satisfactory service
3. To determine the adequacy of available resources both human and material in the bank.
4. To find out the material in the bank
5. To find out the staff customer ratio
6. To ascertain the causes of long queues on  banks
7. To identify the effects of inefficient service on the banks image and profitability