Effect Of Customer Service Management On Company Development (A Case Study Of Unity Bank Plc, Uyo)

Project and Seminar Material for Business Administration and Management BAM

Effect Of Customer Service Management On Company Development (A Case Study Of Unity Bank Plc, Uyo)


This research on the topic “Effect of customer services management on company development” seeks to investigate the impacts of customer services practitioners and their corresponding roles in company growths and developments. Eight objectives were set aside as a pivot point with two well selected affirmative hypothesis to test the positivity in order of stated research question. Multiple questions were prepared on a questionnaire approach to capture the opinion of the respondent and was properly conducted a cross section of Unity Bank Plc staff and customers in Uyo hypothesis tested and research questions were analyzed, hypothesis tested and research rejected all null hypothesis (table refers). Based on points and findings, it is agreed that customer services management contributes hugely to bank’s growth and development, and recommendations are append to regulate the operations of the practitioners in such outfit.

Table of Contents

  • Title Page
  • Certification
  • Declaration
  • Dedication
  • Acknowledgements
  • Abstract
  • Table of Contents

Chapter One:


  • 1.1 Background of Study
  • 1.2 Statement of Problem
  • 1.3 Objectives of Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of Study
  • 1.9 Definition of Terms

Chapter Two:

Review of Related Literature

  • 2.1 Brief Introduction
  • 2.2 Conceptual Framework
  • 2.3 Theoretical Foundations of HRM
  • 2.4 The Trend of Customer Service Management
  • 2.5 The Importance of HRM
  • 2.6 HRM Development and Implementation Responsibilities
  • 2.7 Hard and Soft Approaches to HRM

Chapter Three:

Research Design and Methodology

  • 3.1 Brief Introduction
  • 3.2 Research Design
  • 3.3 Area of Study
  • 3.4 Population of Study
  • 3.5 Sample Size and Sampling Technique
  • 3.6 Method of Data Collection
  • 3.7 Description of Instrument for Data Collection
  • 3.8 Method of Data Analysis
  • 3.9 Decision Rule

Chapter Four:

Data Analysis and Presentation

  • 4.1 Brief Introduction
  • 4.2 Analysis of Questionnaire Administered
  • 4.3 Analysis of Questionnaire According to the Respondents Response
  • 4.4 Statistical Analysis
  • 4.5 Test of Hypothesis

Chapter Five:

Summary, Recommendation and Conclusion

  • 5.1 Brief Introduction
  • 5.2 Summary
  • 5.3 Conclusion
  • 5.4 Recommendation
  • References
  • Appendix

Chapter One


1.1 Background of Study

This chapter gives an insight of this research work as shall be outlined side by side with other contributors view. Many managers and analysis believe that customer services management can substantially improve co – operate performance but despite case studies and theoretical analysis of the optimal ways to organize workplaces and manage labor (Lazear, 1991, 1992, Milgrom and Roberts,. 1990, 1995; Baker, gibbons and Murphy, 1994 and Holmstorm and Milgram, 1994, among others) there is little systematic evidence on the actual impact of these practices on performance. Empirical research on customer service management that does exist tends to focus on blue collar workers in manufacturing despite the fact that most employees work in white collar occupations and service sector are particularly rare, partly because of the problems in measuring output in sector (Grilches 1992). This paper extends the effect of relationship between the customer service management environment and establishment performance to the service sector by examining the branch operations of one of the commercial banks.

A unique questionnaire approach adopted for data source to be used for this research project. Although analyzing data from one company may lead to the criticism that the findings cannot be generalized to other work settings, the two important reasons for focusing on one company in producing the same product using the same production process. It is possible to estimate the impact of the customer service management environment without worrying about the confounding impact of unmeasured attributes of the firms production process.

The extent to which, if any customer management (HRM) impacts in company performance has emerged as the central research question in the personnel/HRM field (see Becker and Gerhart, 1996; guest 1997 for review) although initial results indicate that some customer services practices may have a positive effect on company performance most scholars suggest that more conceptual and empirical work is required (Brewster, 2004, Zhu, 2004) for the moment although customer services (HR) are considered as the most in an organization, they made a difference only for a fine organizations (Pfeffer 1998: Wimbush 2005).

The link between customer services (HR) and firm growth is well documented in classic economic theory overwhelming evidence suggest growth is driven by specialization and division of labour in the processes of generation and attraction/ development of technological opportunities.

However at the firm level of analysis only recently the link between customer capital and growth has attracted the interest of researchers. Firms growth is often seen as an indication of market acceptance and firm success ( Fesser and Willard 1990) Growth is considered as a top strategic priority for most firms yet only few companies achieve growth and ever fewer in manufacturing in (Baum and wally, 2003: Zook and Allen, 2003) assuming that firm growth involves more purposeful work and strategic decision – making than leaving it to random and chance events, the present study addresses a central research question: how do customer service management practices contribute to firm growth?

The next section reviews the relevant literature on HR practices and firm growth. A discussion of the methodology employed for data analysis, the discussion of the key results and the provision of possible events for future research

1.2 Statement of Problem

As a way of maintaining mutual co – existence and harmonious relationship among staff member and customers, banks created a separate department to oversee and handle customer – related compliances called Customer services department (HRD) the aim and aspirations of the department differs from bank to banks. Thereby creating rooms for critic. Despite all the efforts toward customer services development by banks, one still observes long queues whenever it comes to deposit or withdrawn money or for any other services rendered by the banks.
Secondly the rate of labour turnover in banks especially commercial banks is still they high compared to what it used to be.

There is no doubt that high rate of mobility contribute to the poor services rendered by banks. This is the opinion of the researcher and is very essential because a well planned development and other related incentives value to the organization in terms of increased productivity, reduction of costs and enhanced efficiency in order to achieve the company goals.

1.3 Objectives of Study

This research project aimed at the following:

  1. To determine whether there is any relationship between labour turnover and availability of customer services practices that would speeds up development opportunities in banks.
  2. To determine the effect of customer services management and its developmental stand on the day – day banking operations in an organization.
  3. To examine the effect associated with mismanaged services accrue to banks and how it affects development in that direction.
  4. To find out whether banks managers relate well and supervise the operations of their customer services department with a bid to projecting and predicting their growth for the betterment of the organization.
  5. To make recommendations where appropriate to the bank in order to make meaning in customer services management and development.

1.4 Research Questions

Listed below are the question the researcher has being able to formulate in obtaining the following data.

  1. What are the relationship between labour turnover and availability of customer service practices?
  2. Does customer services management affect the developmental stand on the day to day banking operations?
  3. What are effect associated with mismanaged service accrue to banks and how can it affect development in that direction?
  4. Do bank managers relate well and supervise the operations of heir customer services department with a bid to projecting their growth for the betterment of the organization?
  5. What measures could be adopted to improve customer services practices in organization?
  6. Do policy and protocol review often carryout by customer services personnel hinders bank growth and development?
  7. What type(s) of customer services practice(s) could relate well in the financial institution like banks?
  8. What is the reaction of customers as to the service rendered by the banks?

1.5 Research Hypothesis

H0 is null hypothesis while H1 is alternative hypothesis.

  1. H0: There is no relationship between labour turnover and availability of customer service practices.
    H1: There is a relationship between labour turnover and availability of customer service practices
  2. H0: Customer services management does not affect the developmental stand on the day to day banking operations.
    H1: Customer services management affect the developmental stand on the day to day banking operations.

1.6 Significance of Study

This research work when completed will be of immense value to the following:

i. Banks in Nigeria:

This study will help the management of the bank in Nigeria to improve the quality of their staff with particular reference to organization.

ii. Bank’s Customers:

An improving banking service will save the customers time they waste in the banks before they attended to.

iii. Nigeria Economy:

The research work will help to alleviate our battered and shattered economy.

iv. Bank Staff:

When banks realize the need for customer services its managerial tasks, they can predict future growth and development. This will help in developing and shaping their future.

1.7 Scope of the Study

The following are the scope of H. R. M

i. Personnel Aspect:

This is concerned with manpower, planning, recruitment, selection, placement, transfer, promotion, training and development, layoff and retrenchment, remuneration, incentives productivity etc.

ii. Welfare Aspect:

This relates to providing proper work conditions, leave, medical facilities, canteen, rest rooms, workmen safety, social security, transport, education, health etc.

iii. Industrial Relation Aspect:

This is a highly responsible and sensitive area and includes interacting with the unions, addressing grievances, disciplinary proceeding, dispute settlement, compliances with statutory requirements etc.

1.8 Limitation of Study

The study was with constrained, some of those constraints are:

i. Finance:

It was not doubt a great limited of factors for this project considering the world wide economic and the particular financial squeeze within the country. All these combined together.

ii. Time Constraint:

There is also limited amount of time in the course of investigation. This based in the fact that the research will have other task to perform, these include often assignment in the school, going for lecture, preparation for test, examination and other to maintained out few, the school authority imposed a time limit in the submission of the complete work, base on these, the project will cover those areas that are very crucial to the problems under investigation.

iii. Lack of Trust:

Another limitation is that the researcher was not permitted to make use of certain documents for security purpose because the organization would not like its secret to be leakage out despite the backup letter given by the project coordinators.

1.9 Definition of Terms

For better understanding of this research work, the following terms are operationally defined.

i. Customer Services:

This is defined as part of management process concern with the maintenance of customer relation and assuring the physical well being of employee so that they can give maximum interest really it is a par.

ii. Employee:

A worker is an employee who works for a member of the working class.

iii. Business Development:

in the context of this research is a start – up process of identifying, creating, innovating and production of marketable needs/ services to satisfying them etc.

Chapter Five

Summary, Recommendation and Conclusion

5.1 Brief Introduction

The proceeding chapter deals on analyze and interpretation of data collected through the approach chosen i.e. questionnaire. This chapter summarizes the finding of the research, presents recommendations where necessary and conclusion.

5.2 Summary

This research had shown that effective utilization of available services and monitoring of the services of customer services department of an organization can help predicts her developmental stand. However, the study also acknowledged the fact that there specific ethics and norms most appropriate in the practices of customer services unit of an organization; and if properly adhered it can impact positively in such output e.g banks. It is discovered that motivations, encouragement and welfare accrue to customer services personnel if properly implemented can save as a booster to the practitioners who serves as a mirror to the organization. The study reveals that for expected development and growth to be achieved in banks, her customer relationship department must be properly supervised and monitored.

5.3 Conclusion

The results of our research have indicated an appreciable level of adoption of innovative customer services practices by banks in Nigeria; specifically Unity Bank Plc. The study also found evidence for the value added by innovative HRM to firm financial performance. The study has therefore contributed to the field of strategic customer service management by providing evidence for the value-added by innovative HRM through the integration of HR functions within the organizations key strategies and operations. The implication from this and other empirical research studies are that managers should be involve in the implementation of HR practices and policies that would impact positively on bank’s goals. The live developmental expectations of banks lie almost wholly on customer services department.

5.4 Recommendation

From the research findings, the following recommendations are imperative as part of the measures of projecting development and growths; especially in banking section:

  1. Routine orientation should be conducted to all customer services relation practitioners aimed at updating of the current and appropriate ethics/norms.
  2. Policies and protocols review should be enforced and sustain in dealing with customer related issues in service delivery.
  3. Conclusive work environment and policy guidelines should be made available to customer relation personnel to guide/regulate the operation in the unit.
  4. Welfare packages, incentives and other staff friendly initiative should be implemented to boost the murrary of officers in customer relationship departments.

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Frequently Asked Questions

How does management affect the customer service of the organization?

This would go a long way to affect the organizations’ perception about customer service. Since management themselves are the first customers to the organization.

How does Customer Relationship Management affect customer satisfaction?

This study shows that customer relationship management has significant effect on the customer satisfaction and both variables have positive relation. Company makes its CRM as strong and reliable the customer will be more satisfied and retain with the company.

What is the role of the customer service strategy?

Everyone’s role is defined and processes developed to insure that a customer service system exists for efficient internal customer interactions and consistent delivery of the product/service to the external customer. Take the time to develop and implement a customer service strategy for your business.

Why is customer service important for firms in developing countries?

It is imperative for firms in developing countries to be able to give the best customer service to their customers, if they are ever to play an increasing and predominant role in providing employment so as to contribute to the growth of the Nation. 


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