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: - Most of the resources both human and materials are not available for effective functionality of the services.Majority of its service had not improved.A great deal of improvement needs to be made in the service rendered.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 TO 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.
.