QUALITY SERVICE DELIVERY AND CUSTOMERS’ SATISFACTION: A CASE STUDY OF FIRST BANK PLC

CHAPTER ONE
INTRODUCTION
1.1 Background to the study
The Banking industry which consist of various banks put together consist of the following; central Bank of Nigeria, commercial, merchant, development and saving banks, central bank being the apex bank. Banking is a service industry that must market the services they rendered effectively. These services must made convenient, accessible and efficient to be patronized. Unfortunately, this has not been the case with Nigerian banking system until the advent of first-generation banks. Services quality plays a critical role for a bank’s success. For example, if Bank x and y operate with the same currency and offer the same interest rate. Naturally the question arises: what is the factor differentiating the offer in each of the banks: the answer that anyone would give is “Quality”. The quality assurance was standardized by the American society of Quality.
In 1978 and provides this definition, “Quality is the set of features and characteristics of the product or service that carries its capabilities to satisfy the needs displayed”. Another definition shows that quality services consist in how well the service can meet or exceed customer expectations (cross by, 1979). Quality service plays significant role in conventional and service industries. Customer satisfaction in the service and overall experience. Firms with a satisfied customer base have a competitive edge over others. Banks are key institutions in the financial system and an economy significantly depends on the efficiency of the banking sector. In the corporate world, Service quality plays an important role in creating differentiation and a satisfied customer base.
Customer satisfaction is a psychological state. Customers are highly satisfied when service quality exceeds other expectations. It is believed that satisfied customers keep a sustainable relationship with the company by regular purchasing its products and services (Kashit 2015). Several studies have found that service quality has a significant effect on customers satisfaction. A high quality service leads to competitive advantage, satisfied customer base and improved bottom-line for the company. Parasunaman and Zietham (1988) developed a model containing five service dimensions i.e. Tangibility, Reliability, Responsiveness, Empathy, and Assurance. Prior research suggests that three factors affect customer satisfaction i.e. perceived value, service quality and corporate image. Banks can enhance customer satisfaction if they can create a strong brand image; this study examines the impact of Service quality on customer satisfaction in banking sector. More specifically, it determines the effect of service quality dimension i.e. Tangibility, Reliability, Responsiveness, Assurance and Empathy on customer satisfaction. Profitability and survival of firms depends on satisfied customers. By providing high quality services, banks can satisfy their customers which can lead towards a sustainable competitive advantage. Satisfied customers will not only lead to sustainable growth but will also enhance Speed, Accessibility and Privacy. Just like other human activities, banking has a history which dates back to the 2500BC. The early known bankers have the Jews in home bandy in Italy who transacted their business on benches in the market place. This research work examines customer services since the banking industry is with the aim of evaluating the level of satisfaction of customers in response to services offered. To do this effectively first bank Nigeria Plc, Uyo Abak road has been selected to serve as our case study.
The earliest recorded of banking in Nigeria was by Elder Demisler (1894) Company and the African banking corporation. The banking activities of these corporations were later over in 1894 by the British west Africa. It remained as until 1971, when the colonial bank opened officers in Jos, Kano, Lagos and Port Harcourt. The bank of British West Africa later became standard bank of Nigeria Ltd and now First Bank Nigeria Plc. The colonial bank was also renamed Barclay’s bank. Its name change again to union Bank of Nigeria limited on 12th March 1979.
The indigenous bank was the commercial bank which was established in 1929. It collapsed in 1931 and went out of business in 1936. In 1933 the national bank of Nigeria was opened. The next important event was not until 1945, when the Agbonmay was established. The African continental bank was formed in 1946 as the Tinubo bank and changed to its Wema Bank Plc, bank of the north was established in 1959, cooperative bank was established in 1962.The first banking ordinance appeared in 1951 and ruled that no bank would be allowed to operate without alicense from the government. The ordinance established the central Bank of Nigeria which took over the issues of ensuring monetary stability and sound commercial banking operation in Nigeria. In order to develop the rural area’s economically, the federal government in 1991 also ensured the concept of rural banking, also known as community banks. Community bank was found in practice of the African society, it was to this end that the central bank governor, love Alhaji Abdulkadir pointed out that community banks are bound to Nigeria today.

1.2 Statement of the Problem
Dissatisfied customers are almost in numerable, as most organization in Nigeria does not deliver or partially deliver a quality service. Quality service delivery has an impact on customer satisfaction as Speed, Accessibility and customers- organization relationship are establish. This research work intends to discover how quality service delivery affects customer satisfaction in commercial bank.

1.3 Objectives of the Study
The objectives of this research work are:
To determine the extent to which speed influenced customers’ satisfaction
To determine the extent to which accessibility contribute to customers’ satisfaction
To determine the extent to which privacy affects customers’ satisfaction

1.4 Research Questions

To what extent does speed affects customers’ satisfaction?

To what extent does accessibility affect customers’ satisfaction in commercial bank?

To what extent does privacy affect customers’ satisfaction?
1.5 Statement of Hypothesis
H0 There is no significant relationship between speed and customers’ satisfaction.
H02 There is no significant relationship between accessibility and customers’ satisfaction.
H03 There is no significant relationship between privacy and customers’ satisfaction in first bank Plc.