The Role of Customer Service in the Service Delivery of Multinational Companies in Nigeria: A Case Study of 9mobile
Chapter One
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To determine the impact of customer satisfaction on the performance of 9mobile through service quality
- Analyze the effects of customer satisfaction on the current operations of 9mobile
- Ascertain whether or not customer satisfaction affects the individual staff in any way
- To ascertain the role of customer service in service delivery in 9mobile
CHAPTER TWO
REVIEW OF RELATED LITERATURE
CONCEPTS AND THEORETICAL FRAMEWORK
Defining Customers
According to www.dictionary.reference.com (2011), a customer is a person who purchases goods or services from another; buyer; patron; or a person one has to deal with. Rust et.al.,(2000) opined that the term „customer‟ is commonly used to refer to end-users of a product. A customer refers to individuals or households that purchase goods and services generated within the economy. Smith (1997) indicated that historically, the word customer is derived from “custom,” meaning “habit”; a customer was someone who frequented a particular shop, who made it a habit to purchase goods there, and with whom the shopkeeper had to maintain a relationship to keep his or her “custom,” meaning expected purchases in the future. Hayes (1997) revealed that customer is a generic term referring to anybody who receives a service or product from some other person or group of people. Customer needs may be defined as the goods or services a customer requires to achieve specific goals. Different needs are of varying importance to the customer. Customer expectations are influenced by cultural values, advertising, marketing, and other communications, both with the supplier and with other sources. Both customer needs and expectations may be determined through interviews, surveys, conversations, data mining or other methods of collecting information. Customers at times do not have a clear understanding of their needs. Assisting in determining needs can be a valuable service to the customer. In the process, expectations may be set or adjusted to correspond to known product capabilities or service. It is important to identify the types of customer surveyed when reporting customer satisfaction results
TYPES OF CUSTOMERS
Hunter, (2010) stated that in retail, the idea of focusing on the best current customers should be seen as an on-going opportunity. To better understand the rationale behind this theory and to face the challenge of building customer loyalty, there is the need to break down shoppers into five main types:
Loyal Customers: They represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales. These people are the ones who can and should influence ones buying and merchandising decisions. Nothing will make a Loyal Customer feel better than soliciting their input and showing them how much their views are value.
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 role of customer service in the service delivery of multinational companies in Nigeria. A case study of 9mobile
Sources of data collection
Data were collected from two main sources namely:
(i)Primary source and
(ii)Secondary source
Primary source:
These are materials of statistical investigation which were collected by the research for a particular purpose. They can be obtained through a survey, observation questionnaire or as experiment; the researcher has adopted the questionnaire method for this study.
Secondary source:
These are data from textbook Journal handset etc. they arise as byproducts of the same other purposes. Example administration, various other unpublished works and write ups were also used.
Population of the study
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on the role of customer service in the service delivery of multinational companies in Nigeria. A case study of 9mobile. 200 staff of 9mobile telecommunication, Lagos was selected randomly by the researcher as the population of the study.
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 role of customer service in the service delivery of multinational companies in Nigeria
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 customer service in the service delivery of multinational companies in Nigeria
Summary
This study was on the role of customer service in the service delivery of multinational companies in Nigeria. Four objectives were raised which included: To determine the impact of customer satisfaction on the performance of 9mobile through service quality, analyze the effects of customer satisfaction on the current operations of 9mobile, ascertain whether or not customer satisfaction affects the individual staff in any way, to ascertain the role of customer service in service delivery in 9mobile. 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 9mobile telecommunication network, Lagos 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 HRMs, customer service officers, marketers and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Service quality delivery acts as a feed back of the overall delivery of services to customers and clients of company. This study effectively assesses the effectiveness and efficiency of customer satisfaction with service delivery in 9mobile on the background of the ever increasing competition in the telecommunication industry through service delivery. Generally, as was expected, tangibility stands to be the best of service delivery, since all telecommunication companies depends if not mostly, then heavily on the physical tangibles and equipments in almost all of its service. Hence a flaw in tangibility will have an adverse effect on the entire service of company.
Recommendation
On the basis of the competition in the industry, it will be recommended that, managers should with immediate effect help improve the service delivery of reliability and responsiveness dimensions of 9mobile and to assess the reasons why they are not performing as is expected in order not to lose customers to their competitors on the basis of reliability of service.
REFERENCES
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