EVALUATING CUSTOMER SERVICE AS AN ASPECT OF QUALITY MANAGEMENT
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EVALUATING CUSTOMER SERVICE AS AN ASPECT OF QUALITY MANAGEMENT
Chapter one
INTRODUCTION
1.1 Background of the Study
The days of a customer committing to one product or company for life are long gone. With easy access and global competition, shoppers are typically misled by advertising and the opportunity to get a better bargain.
Quality standards and attributes of competing brands and organisations are frequently comparable. What distinguishes competitors is their degree of service.
Customers frequently migrate between products or organisations due to pricing, a terrible first impression, or a lack of excellent service. This is sometimes known as service churn. (lucas, 2005)
Service is the customer’s assessment of a product or service based on whether it meets their wants and expectations. (Zeithaml and Bitner, 2003).
Customers who are happy and satisfied tend to behave positively. They will buy a lot from you and offer you a significant portion of their business. Customer service is mostly determined by the quality and dependability of your products and services. Curry & Curry, 2000.
However, practically every Nigerian faces similar challenges in achieving customers’ expectations for offerings and customer care. For example, one major difficulty that customers of some banks have had to deal with is money transfers. In most circumstances, the consumer does not receive reimbursement for the money placed into his account immediately.
Long lines and large crowds in banking halls can be quite heartbreaking and frustrating at times, especially when the weekend approaches. Most of the time, these long lineups are caused by a failure in the computers utilised by these cashiers; however, it can also be caused by the cashiers shifting duties to one another over who is to attend to the clients.
According to Lucas (2005), customer service is the ability of knowledgeable, capable, and enthusiastic employees to provide products and services to their internal and external customers in a way that meets both identified and unidentified needs, resulting in positive word-of-mouth publicity and repeat business.
1.2 Statement of the Problem
The problems of this research study will be stated in the following question forms:
(a) Why do businesses provide customer service?
(a) To what extent have businesses achieved their customer service goals through the use of quality management?
(c) Why is the customer service department empowered to take the required steps to resolve a customer’s issue?
1.3 PURPOSE OF THE STUDY
This study is being conducted to investigate the impact of service quality on customer service.
The study also intends to examine the association between gender and customer service.
1.4 RESEARCH QUESTION.
Research questions are minute or specialised customer service characteristics of the’statement of problem’ broad inquiries; pertinent research questions are:
1. Does customer service investigate the impact of service quality?
2. Does quality management promote long-term customer service in an organisation?
3 Does quality management allow for gender discrimination in customer service?
1.5 Research Hypotheses
To meet the study’s aims, the possible forms of the two hypotheses evaluated are as follows:.
H0: There is no correlation between service quality and customer service.
H1: There is a correlation between service quality and customer service.
H0: There is no correlation between client gender and customer service.
H1: There is a correlation between consumer gender and customer service.
1.6 Scope of the Study
This research study adheres precisely to the stated purpose. The purpose of this study was to thoroughly analyse and investigate evaluating customer service as an area of quality management at Unilever Nigerian Plc in Lagos State.
1.7 Significance of the Study
In Nigeria, not much attention is paid to the concept of providing consumers with quality service and service.As a result, some banks provide subpar services to their consumers, taking them for granted.
However, with the introduction of self-service technologies in business and globalisation communications, as well as advancements in information technology, especially the internet, Nigerian consumers will become more aware of their rights and will take appropriate action against corporations that violate them.
1.8 Operational Definition of Terms
This research is being carried out at Unilever Nigeria Plc Lagos State. This is done because this is where the relevant information about the company may be obtained. The constraints encountered in conducting these research activities are:
(a) Time constraints for collecting data and information are generally minor.
(b) Financial restrictions.
(c) Inadequate availability of materials required for the research to proceed smoothly.
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