1.0 Introduction
1.1 Background of the study
The impact of customer relationship is a contractual relationship, staffs are the most important channels of communication, on the other hand, in any business where products or service are sold or rendered, the customer is the key success. Many years ago one of Americans greatest, merchant marshal field expressed the whole principle of 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 but if the product service or treatment is unsatisfactory, the customer 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 officer because every organization wants to create an image for its self. Good customers relationship goes hand in hand with organizational image, it is difficult indeed to draw a line between them because customer have repeated contact with the staff. The contact provides the best means for two days communication. They permit an exchange of question and 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 terms of services attitude to work and more importantly in the upholding and enlistment of the basic principle norms and ethics in the daily practices of the contractual relationship. Oral and written evidence seem to staff customer 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 limited (UBA) on which this research work is based originated from Britain and France. The British and French bank limited itself metronophosized from BNCL Paris (Banque National Pouria 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 shares 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 on October 3, 1961.
1.2 Statement of the problems
In the light of the above, the researcher is constrained to identify why bank staff possesses nonchalant and care free attitude towards their customers. Counter service of the banks are not only delaying and frustrating but also lack courtesy, and good human relations.
1.3 Objectives of the study
- To find out the bank's principles, norms and ethics in the actual practice of the staff-customer relationship in UBA.
- To identify the problems that have been militating against the improvement in staff-customer relationship.
- To ascertain the hiccups militating against the effective actualization of the banks staff-customer relationship.
- To identify the extent to which commercial banks have succeeded in dispensing their service to their customers.
- To ascertain the extents to which the banks staff-customer relationship is uplifted in the state and UBA in particular.
- To determine the impact of relationship management on customer's satisfaction.
- To determine the impact of customer's satisfaction on customer's loyalty.
- To suggest avenue and method of improvement to the identified problems.
1.4 Research questions
The following research questions are? Is there any problem experienced during staff —customer in the bank?
- Is there a significant impact of bank's staff-customer relationship on organizational image.
- What are the problem militating against improvement in staff-customer relationship.
- To what extent has commercial banks succeeded in dispensing their service.
- How can bank staff relationship be improved in commercial banks
- To what extent has bank staff-customer relationship affected the organizational image of commercial banks
1.5 Statement of hypothesis
In respect of this research, the hypothesis would be tested thus:
- Ho: There is a relationship between staff-customers in UBA.
- Hi: There is no direct relationship between staff-customers in UBA.
- Ho: There is no significant impact of bank's staff- customer's relationship on organizational image.
- Hi: There is a significant impact of bank's staff- customer's relationship on organizational image.
1.6 Significance of the study
This study's academic contribution hinges on the fact that it offers a significant advancement to the body of the current literature of customer relationship management, most especially in Nigeria banking industry, as it reveals customer attraction programs, customer retention programs, relationship management and customer's satisfaction on organizational image.
This researcher will significantly alleviate the hiccups associated with bank-customer relationship and reduce the possible conflict and tension between the staff and customers.
1.6 Scope of the study
This study titled the impact of staff customer relationship on organizational image. It desirable to extend as possible, but this is not possible because of tie constraints. This study does not cover the whole commercial banks in Nigeria, but it only covers UBA Owerri branch. The population size will be the staff populace in this selected organization.
1.7 Limitations of the Study
In the course of carrying out this research, the researcher encountered some difficulties which acted as limitations to the successful completion of the work.
These are as follows;
Time Constraint;
The researcher work was carried out during holidays with all its social activities including other problems thereby necessitating the disruption and jam packing of academic work.
Finance;
The research was conducted at the time when the cost of living was very exorbitant hence high fare and this obstructed or limited the findings of the work.
Attitude;
Most information sought for are not to let out by the management. They on telling the researcher to wait for long or to call back with the view of frustrating his effort.
Distance;
The place to get the required information for the progress of this work was too far.
1.8 Definition of terms
Bank;
Conceptual definition establishment for keeping money and valuated safety.
Customer;
A party that receives or consumes products[goods or services] and has the ability to choose between different products and suppliers. see also buyers.
Impact;
Measure of the tangible and intangible effects [consequences] of one thing's or entity's action or influence upon another.
Organizing;
A patern of way in which large number of people engage in a complex task, relates to each other in conscious, systematic, establishment and accomplishment of mutually agreed purpose.
Staff;
The entire group of employee who work at a company.
