The Effect of Quality Service Delivery on Customer’s Patronage in the Banking Sector
CHAPTER ONE
OBJECTIVES OF THE STUDY
The objectives of the study are;
- To find out the types of services offered by first bank to their customers and evaluating if the services guarantee the satisfaction of the customers
- To find out the causes of long delays queues, crowdedness and the aggressive noise in the bank.
- To enquire into the staff’s attitude and response to customers and the problems in the services rendered by this bank so as to recommendation on the strength of the findings.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Theoretical Foundation of Customer Patronage Behaviour
The theoretical foundation underpinning this study was identified to be the theory of consumer behaviour which is simply defined as the study of persons, clusters of people or societies in relation to the various steps they go through to choose products or services to satisfy a particular purpose. This means that this theory tries to understand the process of choice making among consumers and it considers demographic and behavioral factors which is believed to influence the wants of a person (Sabine, 2012). In this theory, the consumer is seen to be a buyer, payer and user thus it has an interest in re-affirming the importance of a customer placing a paramount importance on customer retention and customer relationship management (Kahle and Close, 2011). The black box model is also used to depict the communication of incitements, purchaser features, choice processes and consumer reactions. The marketing incentives are programmed by the establishments while the environmental stimulations are fixed by cultural, social and economic occurrences of the society. The purchaser’s black box encompasses his or her features and the conclusion process, which determines the buyer’s responses (responses are as considered to be the outcomes of a mindful and coherent choice making procedure) Furthermore, customers evaluate alternatives by comparing various brands and this evaluation is mainly based on the functional and psychological benefits they offer. This implies that an organization needs grasp the benefits customers seek and also find out other brands customers consider. After evaluation is done, the customer is set to decide on his or her choice, and it must be noted that this decision does not necessarily lead to purchasing, hence organizations use different techniques to ensure actual purchase. These techniques pay include flexible payment plans for products and services or discounts or even ability to enter a competition with the purchase (Khosla, 2010). The last stage a consumer goes through is the after buying assessment which enables the buyer to the goods or services they purchased and product features such as brand, price and quality are compared. At this stage customers compare their expectations to the perceived value thus influencing the decision to continue purchasing the good or not. It is worth noting that availability of information on products greatly affects this decision (Maclnnis et al, 2014).
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to the effect of quality service delivery on customer’s patronage in the banking industry.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the effect of quality service delivery on customer’s patronage in the banking industry
In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of quality service delivery on customers patronage in the banking industry
Summary
This study was on the effect of quality service delivery on customers patronage in the banking industry. Three objectives were raised which included: To find out the types of services offered by first bank to their customers and evaluating if the services guarantee the satisfaction of the customers, to find out the causes of long delays queues, crowdedness and the aggressive noise in the bank and to enquire into the staff’s attitude and response to customers and the problems in the services rendered by this bank so as to recommendation on the strength of the findings. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of first bank, Anambra state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up customer care officers, marketers, senior staff and junior staff was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
To many organizations however customer service is one of the most challenging and neglected areas of management. For customers, the quality of customer service determines whether to buy, and particularly whether to remain a customer. The significance of customer service eludes many senior executives, let alone the methods of establishing and managing customer service standards and quality. Strategies which effectively discriminate against existing customers in favour of new customers, which in certain situations borders on the unethical.
Recommendation
It was realized that perceived service quality was the main factor that behind customers’ drive to patronize Access bank. Therefore, it was recommended that the bank reviewed the various aspects of service quality in order to improve upon it to increase customer patronage.
References
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