THE IMPACT OF STAFF CUSTOMER RELATIONSHIP ON ORGANIZATIONAL IMAGE (A CASE STUDY OF UNITED BANK OF AFRICA (UBA) PLC
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THE IMPACT OF STAFF CUSTOMER RELATIONSHIP ON ORGANIZATIONAL IMAGE
(A CASE
STUDY OF UNITED BANK OF AFRICA (UBA) PLC
ABSTRACT
Since the abstract is a précised summary of what
is actually done in a project, it means that the following information should
be contained therein.
The topic under study and the location, the
statement of problem, the research hypothesis was also carried out ,
relevant literature review was carried out in this study. A
questionnaire was designed with concrete validity and reliability.
Relevant data were collected from the respondents
and analyzed accordingly the following key findings were made and relevant
recommendations put forward.
Based on the impact of staff customer relationship
on an organization image. A case study of UBA plc Enugu metropolis
The key findings were
1. That there
is poor counter service, which causes delay
2. Management
is the cause of bank low performance
Based on the finding, the researcher recommend
that UBA plc should employ an experienced and educated public relations officer
who will control the affairs of the staff and the public also they should
computerize all their departments and train their staff etc.
TABLE OF CONTENT
CHAPTER ONE: INTRODUCTION
1.1
BACKGROUND
OF THE STUDY
1.2
THEORETICAL
FRAMEWORK
1.3
STATEMENT
OF THE
PROBLEM
1.4
OBJECTIVES
OF THE
STUDY
1.5
RESEARCH
QUESTION
1.6
SIGNIFICANCE
OF THE
STUDY
1.7
SCOPE
AND LIMITATION OF THE
STUDY
CHAPTER TWO: REVIEW OF
LITERATURE
INTRODUCTION
2.1
PUBLIC
RELATION AND STAFF
CUSTOMER RELATIONSHIP IN UBA NIGERIA
PLC
2.2
EFFECT
OF COMMUNICATION AND STAFF
CUSTOMER
RELATIONSHIP
2.3
ATTITUDE
MOTIVATION AND STAFF
CUSTOMER
RELATIONSHIP
CHAPTER THREE
3.1
THE
DESIGN OF THE
STUDY
3.2
THE AREA
OF THE
STUDY
3.3
POPULATION
OF
STUDY
3.4
SAMPLE
AND SAMPLING
TECHNIQUES
3.5
INSTRUMENT
OF DATA
COLLECTION
3.6
VALIDATION
OF
INSTRUMENT
3.7
METHOD
OF DATA
ANALYSIS
CHAPTER FOUR
PRESENTATION, INTERPRETATION
AND ANALYSIS
4.1
PRESENTATION
4.2
INTERPRETATION
4.3
ANALYSIS
OF DATA
CHAPTER FIVE
5.1
SUMMARY
5.2
RECOMMENDATIONS
5.3
CONCLUSION
5.4
SUGGESTION
FOR FURTHER
STUDY
REFERENCE
QUESTIONNAIRE
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
The impact of customer relationship is a
contractual relationship staff are the most important channels of communication
on the other hand, in any business where product or services are said or
rendered the customer is thee key success. Many years ago one of Americans
greatest merchant Marshall field expressed the whole principles of relation in
a few words. The customer is always right, customer can make or break any
commercial enterprise, if they are pleased with what they buy and happy about
their treatment, they will continue to buy and also inform their friends, buy
if the product or service or treatment as unsatisfactory, the consumer will not
only stop buying but also will tell their friends and show evidence about the
unhappy experience.
Staff relations with customers are often as much as a management problem as
public officers because every organization wants to create an image for itself.
Good customer relationship goes hand in hand with organizational image it is
difficult indeed to draw a line between them because customers have repeated
contact with the staff. The contract provides the best means for the way
communications. They permit an exchange of questions an answers providing an
opportunity to explain and persuade. They also make it possible to offend or
err.
The general public had anticipated that by now the picture of the staff
customer relationship especially in the banking sector should have been pretty
and nice to behold at least in terms of service attitude to work and more
importantly in the upholding and enlistment of the basis principles norms and
ethnic in the daily practices of the constructional relationship. Oral and
written evidence seem to attest to the relationship and its effect on the
organization’s image.
It is to appraise the extent to which the system has lived to expectation in
their system and other related areas that prompted me into this research work.
The united bank of Africa ltd (UBA) on which this research work is based
originated from Britain and France. The British and French bank limited itself
metamorphosed from BNCL Paris (Banque National Ouria Commerce industry)
established in 1932. The bank officially opened to business in December 1949
with staff strength to twelve in 1960. The bank went public in accordance with
the policy and intension of the French owner of bank to sell off some of their
share to Nigerian on February 1961 the united bank for Africa limited was
incorporated to the British and French bank was officially opened for business
under the name of October 3 1961.
1.2
THEORETICAL FRAMEWORK
In carrying out this research effort theories were
received that aided to enhance and understand the staff customer relation
between customers and staff of UBA plc Enugu. Among the numerous theories the
one that became paramount theory
This theory ties to explain that it is a managerial function, which is
gradually gaining ground in every field of endeavor it creates a favorable
environment for business and creates a sound and understandable relationship
between staffs and customers of any organization.
According to world assembly of public relation in Mexico (1987),defines Public
Relation as the art and social science of analyzing trends, predicting their
consequences , consulting organization leaders and implementing planning
programmes of action to serve both the organization and public interest. These
theory have been defined by various authorities based on the perspective in
which they try to achieve their public relation objective, but for the purpose
of this work, we shall relate this theory to the relationship between the staff
and customers.
This theory enable the staff to study and understand his customer so as to be
able to satisfy his needs and maintain him so as to achieve organization needs
and objectives. So based on the importance of the customer to an organization.,
Marshal field expressed the whole concept of relation in a single and single
sentence “the customer is always right.
1.3
STATEMENT OF THE PROBLEM
In the right of the above, the researcher is
constrained to identify why bank staff posses nonchalant and care free attitude
towards their customers service of the banks are not only delayed and
frustrating but also lack courtesy and good human relations.
1.4
OBJECTIVES OF THE STUDY
-
To find
out the reason for discrimination, favoritism, dishonesty collateral emphasis
-
To know
why the banks are characterized by inadequate infrastructure adjustment
facilities
-
To find
out why average Nigerian bank’s customer is not only careless but always in a
hurry and fraudulent minded.
-
To know
why forgery and fraud has become the article in trade for commercial banks
(UBA)
1.5
RESEARCH
QUESTION
The following will serve as my research questions?
1.
Is there
any problem experience during staff customers in the bank?
2.
To what
extent had these problems inhibited the improvement of organizational image and
growth?
3.
To what
extent also had the bank (UBA) succeeded in the upliftment of staff customer
relationship?
4.
Is there
any avenue of improving the identified problem?
1.6
SIGNIFICANCE OF THE STUDY
It has been said that the ultimate aim of any
organization is to obtain success by way of achieving its objectives. In view
of the above statement, there is need for organizational growth and order in
our commercial banks especially (UBA ltd) which has been described as the
product of the relationship between the staff and customer. This contractual
relationship that exist between staff and consumer has some problems that a
times hinder the performance of the banks and this research will significantly
solve these problems in a properly identified and understood way towards
reducing areas of conflict and tension between the staff and customers.
Also it will be of benefit to make banks and will provide basis for further
research.
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