EFFECTIVE MANAGEMENT OF QUALITY CUSTOMER SERVICE IN THE BANKING INDUSTRY IN NIGERIA: A STUDY OF SELECTED BANKS

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EFFECTIVE MANAGEMENT OF QUALITY CUSTOMER SERVICE.pdf (850.51 KB)

Date

2005-03-05

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Department of Public Administration

Abstract

A major problem facing the Nigerian banking industry has been a less than primary attention to quality customer service. Consequently, customers are not very satisfied with the level of quality provided. The banks have not fared very well in their effort to stimulate favourable attitude and impression toward their products and services. In most cases lack of innovativeness and strategic flexibility. which are the key determinants of service quality and basic ingredients for sustainable competitive advantage have been deliberately encouraged. This study, “Effective Management of Quality Customer Service in the Nigerian Banking Industry: A study of Selected Banks” was designed to (among other objectives) find out how Nigerian banks manage service quality. A primary objective of the study was the identification of they determinants of service quality, bases for differentiating bank services, and what banks do to consistently provide quality customer service. The survey research method was used, using semi - structured questionnaires. The four banks used (First Bank of Nigeria PLC, Union Bank of Nigeria PLC. United Bank for Africa PLC, and Citizen International Bank) were selected on the basis of years in operation. Data for the study were collected from both management staff and customers of the four banks under study. Data collected were collated and analyzed using simple percentages. The study revealed that: The key determinants of service quality included: receptiveness of customer service people, courtesy, and prompt service delivery. The bases used by banks to differentiate their services from the competition include: prompt service delivery, competent personnel, reliability, responsiveness, communication, systems, and flexibility. Standardization, employee training and effective supervision were among the strategies used by banks to achieve consistency of service quality between employees, between visits, and between geographical locations. 70.6% of bank customers were not satisfied with the quality of services provided by their banks. A major recommendation of the study was that the banks should add value to their services by making customer services accessible and consistent with simplified processes.

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EFFECTIVE MANAGEMENT,QUALITY CUSTOMER SERVICE

Citation

REFERENCES Ansell, T. (1993), “Approaches to Quality Management, putting it into Practice at Local Level: In Financial Services; The Search for quality, CIB Seminar Proceedings, London. Badiru, A.B. and Ayem, B.J (1993), Practitioners Guide To Quality and Process . Improvement. 1st Ed, Champman and Hall, London. Berry et al (1985) “A Conceptual Model of Service Quality an its Implication for Future Research", Journal of Marketing p4 in Kotler, P. (1988), "Marketing Management: Analysis. Planning. Implementation and Control, 6th ed, Prentice Hall International. Beskett (1994), in Uduk, P.C. (1995:77), "Quality of Customer Services in the Nigerian Banking Industry: A Case Study of First Bank Pic, Union Bank Pic, and UBA Pic, Ahmadu Bello University Zaria. Deming, W.E. (1982), in Uduk, P.C. (1995:77), Quality of customer service in the Nigeria Banking Industry: MBA project, Department of Business Administration, A.B.U, Zaria. Ellwood, P.C. (1993), “Implementing Total Quality at TSB: In search for Quality CIB Seminar Proceedings London. Fred, c. (1993), "Total Quality Management: A Customer Focused Strategy for Business Improvement" In the Search for Quality, CIB Seminar Proceedings. London. Kotler, P. (1988), Marketing Management: Analysis. Planning. Implementation and Control. 7,h Ed., Prentice Hall International Editio

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https://keffi.nsuk.edu.ng/handle/20.500.14448/2368

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