Submit your papersSubmit Now
For Enquiries: [email protected]
IIARD LogoIIARD

Role of Customer Service in Business Administration and Management. A Study of Federal Polytechnic Nekede Owerri

Gift Ugwe Roman PhD

Abstract

The study examines the role of customer service in business administration and management, with a focus on Federal Polytechnic Nekede, Owerri, Imo State, Nigeria. Customer service has been widely recognized as a critical factor influencing business growth, customer loyalty, and organizational sustainability. The study specifically investigates the technical skills required for effective customer service, the impact of customer service on business performance, strategies used by successful organizations, and the relationship between customer satisfaction and business outcomes. The study adopted a descriptive survey design, targeting staff of Federal Polytechnic Nekede as the population. A sample of 100 staff members was selected using simple random sampling. Data were collected through a structured questionnaire divided into demographic and research-focused sections. Responses were analyzed using frequency tables and percentages, while the research hypothesis was tested using the Chi-Square (?2) statistical method. Findings from the study revealed that effective customer service positively influences business growth and sustainability. Technical skills such as communication, problem-solving, and interpersonal skills were identified as critical for customer service excellence. Moreover, the study found that businesses employing structured customer service strategies and maintaining high levels of customer satisfaction experienced improved performance, stronger reputation, and increased customer loyalty. Based on the findings, the study concludes that customer service is a vital component of business administration and management. It recommends that organizations prioritize customer service through staff training, adoption of technology, development of customer-centric policies, and prompt resolution of complaints to enhance customer satisfaction and achieve sustainable growth.

References

Aksoy, L., Cooil, B., Groening, C., Keiningham, T. L., & Yalç?n, A. (2008). The long-term stock market valuation of customer satisfaction. Journal of Marketing, 72(4), 105-122. American Express. (2017). 2017 Customer Service Barometer. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66. Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. D. Upah (Eds.), Emerging perspectives on services marketing (pp. 25-28). American Marketing Association. Deming, W. E. (1986). Out of the crisis. MIT Press. Feinberg, R. A., Kim, I. S., Hokama, L., de Ruyter, K., & Keen, C. (2002). Operational determinants of caller satisfaction in the call center. International Journal of Service Industry Management. Grönroos, C. (2000). Service management and marketing: a customer relationship management approach. John Wiley & Sons. Grönroos, C. (2007). Service management and marketing: Customer management in service competition. John Wiley & Sons. Gruca, T. S., & Rego, L. L. (2005). Customer satisfaction, cash flow, and shareholder value. Journal of Marketing, 69(3), 115-130. Guchait, P., Cho, S., & Meurs, J. A. (2016). Psychological contracts, perceived organizational and supervisor support, and organizational commitment: An examination of the direct and mediated effects. Journal of Human Resources in Hospitality & Tourism, 15(4), 435-462. Gummesson, E. (2008). Total relationship marketing. Routledge. Harvard Business Review. (2016). The Value of Responding to Reviews. Hayes, D. K. (2008). Human Resources Management in the Hospitality Industry. Wiley. Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-174. Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (1997). The Service Profit Chain. New York: Free Press. Holloway, B. B., & Beatty, S. E. (2003). Service failure in online retailing: a recovery opportunity. Journal of Service Research, 6(1), 92-105. Homburg, C., Müller, M., & Klarmann, M. (2011). When should the customer really be king? On the optimum level of salesperson customer orientation in sales encounters. Journal of Marketing, 75(2), 55-74. NewVoiceMedia. (2016). Serial Switchers Swayed by Sentiment. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. Reichheld, F. (2001). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press. Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111. Rust, R. T., & Huang, M. H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33(2), 206-221. Rust, R. T., Moorman, C., & Bhalla, G. (2010). Rethinking marketing. Harvard Business Review, 88(1-2), 94-101. Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (2000). Return on Quality : Making Service Quality Financially Accountable. Journal of Marketing, 59(2), 58-70. Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: The service encounter. Journal of Marketing, 49(1), 99-111. Tsaur, S. H., & Lin, Y. C. (2004). Promoting service quality in tourist hotels: the role of HRM practices and service behavior. Tourism Management, 25(4), 471-481. Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2017). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252. Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality on customer satisfaction and customer loyalty: Evidence from banking sector. Pakistan Journal of Commerce and Social Sciences, 9(2), 331-354. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2002). Services marketing: Integrating customer focus across the firm. McGraw Hill. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing: Integrating customer focus across the firm. New York: McGraw-Hill. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill Education. Zendesk. (2013). The Impact of Customer Service on Customer Lifetime Value.

More Articles from INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES

Clickbait Strategies and Influence on Consumer Trust and Behavior

Author: Alaba Tobin-West Diamond, Stella. C. Enyindah PhD, Oyinkepreye Brisibe PhD

Digital Public Relations and Corporate Reputation Management Strategies of Oando, Seplat and Renaissance Africa Energy Companies in Nigeria

Author: Dickson, Lauren Dawari, Prof. Godwin B. Okon, Prof. Richard N. Amadi, Dr. Itieke-Idamieba Harry

Evaluating the Influence of Strategic Health Communication Campaign on Vaccine Hesitancy in Rural Rivers State Communities

Author: Gabriel, Obokuru, Prof. Nsereka, Barigbon Gbara, Dike, Harcourt Whyte PhD, Nwankpa Nduka N. PhD

Integrated Marketing Communications and Subscriber Growth in A Sub-Saharan Telecom Sub-Brand

Author: Rita Korkor Agyei1, Ogochukwu T. Izuchukwu2, Dominic Feboh3, Abiola Idowu4