Fair And Courteous Customer Service Commerce Essay


He adds that with the upcoming economy, customer satisfaction has acquired completely new meaning and different dimension. In order to cater to the changing preferences and to survive in this intense competition bankers have to provide suitable services according to each customer needs. Simultaneously, customer are becoming that much demanding that they are not ready to accept any kind of delay in service.

Amoako. K. G [7] (2012) says that customers are the heart of every successful business therefore banks should need focus on the customer more than they used to because "Banks are profit-seeking institutions that must provide acceptable returns to shareholders" (Agyapong, Agyapong & Darfor, 2011) [8]. If banks are not able to provide good customer service to its customers then the possibility of losing customer tend to go higher. According to Batt [9] (2002), Customer service is a series of activities designed to enhance the level of customer satisfaction, that is, the feeling that a product or service has met the customer expectation. The level of satisfaction changes according to other option that customer have in the market, more the option. The level of expectation tends to go up. In today's world the importance of technology in banking became obvious when developed countries that had involved IT in its banking operations managed to reduce their costs of operations (Amoako. K. G, 2012) [10]

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Banks are using more software's in order to cut down their costs but if those software's are not properly managed. Then that software's becomes more headaches then benefiting the organization. But various researches have proved that technology influences banking in a positive way different way such as productivity, cashiers' work, banking transactions, bank patronage, bank services delivery, customers' services and bank service (Balachandher et al., 2001; Idowu et al., 2002; Hunter, 1991; Yasuharu, 2003) [11]. In this article the main focus of author is on the usage of new software's that are made for banking system. Throughout the article he mentions that with the usage of these new software's company can cut their cost and secondly they can manage the data very well. On the side with the implementations of these software's company can easily improve their customer service.

E. Daisy & Revilla. E (2005) [12] says that there is no doubt about the rising importance of customer service in advanced economics. Nor is there any disagreement that, in spite of their importance, services are misunderstood, mismanaged and misgauged (Henkoff, 1994; Bowen and Hallowell, 2002; Gronroos and Ojasalo, 2004) [13]. As well as this appraisal, which is borne out by both academics and practitioners, there is the customer's view, whose satisfaction regarding services reveals some shocking statistics (Bowen and Hallowell, 2002) [14]. Further he says that in today's world almost are the companies regardless they belong to traditional sector or service sector there is considerable impact on customer service because until or unless companies doesn't fall on the criteria, customer satisfaction will not achieved.

Kimando. L. N (2012) [15] says that in today world increasingly competitive environment, quality service and customer satisfaction are very important to corporate organizations. Delivering high quality service is always linked to increased profits, cost savings and corporate image. Customer satisfaction is the only way to sustained high performance. Organizations should know the fact that customer dissatisfaction leads to defection and long term losses. Ensuring quality customer service is everybody's business in the organization. However, it is the top management responsibility of creating an environment that fosters customer driven services in a customer oriented organization (Lovelock 1984) [16].

Kimando. L. N (2012) [17] further adds that Customer service is responding to customer needs and expectations in a way that will make them have a memorable experience and motivate them to come back and to tell others. In this, competitive world, business organizations must understand the importance of customer as its future or growth is concerned. It must understand that its existence lies in the hands of the customer and therefore the company should make many efforts at all costs to attract, maintain and capture customer's loyalty. It should seek first the needs and wants of the target market and deliver them in an efficient and effective way that satisfies the target market (Maxhand & plowman 1992) [18].

According to author if customer need is the focal point for the companies then it would be very easy for the companies to improve their customer service because due to that they will come up with such policies that are in favor of the customer, so that customer will keep returning to the same company because of the services.

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Waldersee. R & Luthans. Fred (1994) [19] says that positive feedback is widely accepted in human nature. Employees tend to perform well, if they get positive feedback from their bosses which automatically increase their efficiency in work. Especially in the case of bank if employees are highly motivated they do perform well. He further adds that there are four major mechanisms through which feedback affects the performances of the employees. (1) Role clarification (2) self-efficacy level (3) behavioral reward contingencies and (4) self-regulatory process.

The role clarification is very important for every person if person knows that what exactly his job is the ambiguity or uncertainty about that jobs goes, which helps in increasing the performance of that person. Secondly self-efficacy also helps the person in increasing his and company performance because self-efficacy helps the person in setting the goals. Self-efficacy has been shown to predict performance on finding uses for common objects (Locke, Fredrick, Bobko and Lee, 1984) [20]. Further author says that third way to impact the performance is behavioral reward in the form of positive feedback because motivations of employee tend to go down if they were not given positive feedback.

Customer service is all about service that was provided by the company, if the employees of the company are not fully motivated how they can give their 100%. So to keep them motivated company need to give positive feedback to their employees. The fourth way to that feedback can affect the performance is through the influence of other employees.

Eg that if person is motivated but people around them are not motivated, tend to affect the performance of the person who is motivated so, company have to keep motivating its employees through positive feedback. One this thing will improve the performance of the employees on the other hand customer service for that company will automatically improve as compared to the company whose employees are not full motivated. In this article the author is trying to find out the most effective and correct way of feedback so that he can help the organizations to improve their performance in future.

Sulek. J. M, Lind. M. R & Marucheck. A. S (1995) [21] says that customer service interventions may differentiate a firm from other similar competitors, but they do not represents the only service characteristic that customer evaluate, there are some other aspects that customer are looking for. For that, company should design there systems in such a way that it can influence the customer satisfaction and sales performance of the company. Although the importance of the physical attributes of the service delivery system has been widely recognized (Bitner 1992; Baker et al. 1992; Donovan and Rossiter 1982; Baker 1987) [22].

Author further adds that there are three main things in physical service; one employee satisfaction, second employee motivation and third productivity. If these three things are in the company then service system may influence both customers satisfaction and purchase behavior. Further he says that customer may experience increased satisfaction with service delivery system but when management gives good response to the queries of customer then these special attention are also absorbed by the customers. Of course, the physical design of the service facility may also impact employee productivity (Bitner 1992; Wally and Amin 1993) [22]. At the same time process technology also enables the worker to serve at larger volume of customer in the certain time, with better performance and consistency.

With the implementation of software's in the company, the quantity of work has increased has work at the same time the reliability of work has gone up because chance of error has gone to minimal due to these software's. So author feels that customer satisfaction can increase if management give special attension to the quires of customer at the same time company have to equip itself with the latest software so they can increase the quantity of the work at the same time quality of work.

Batt. R (2002) [23] says that human resource practices and employee performance in customer service settings pivots on the idea that high involvement practices help employees develop the kind of firm specific human capital that companies need. If firm have better understanding with its employees then that enables employees to interact with customer more effectively. The firm specific human capital is important because these customer-contact employees manage the boundary between the firm and its customers (Mills et al., 1983) [24].

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Further he adds that, to encourage customers to buy companies products and services, employees should have clear understanding about the services that company offers otherwise both firm and company will not able to get anywhere. According to the author employees should know about the customers' needs in order to provide better services and they should know which segment of population they need to target then they will able to make profits for the organization and on other side they can provide better customer service.

He adds that there are certain skills and character that is required in employees for performing well if employee lack certain skills then he more of a liability for the company than benefiting the organization. So as long as employee has high involvement with firm he can remain as assets and can provide good customer service. Customer-contact employees with high individual discretion are able to respond immediately to customer demands and to take advantage of sales opportunities when interacting with customers (Batt. R, 2002) [23]. Batts found that people are highly motivated tend to perform well as compared to the employees who are less motivated so he concludes motivation with high involvement can do lot of good the organization at the same time those organization can provide better customer service as compared to firms whom employees are less motivated.

Bradbury. D. M & Milford. L. R (2003) [25] says that one way for company to measure the performance of any employee is to put him under work load and see how he performs. Other aspect of employee performance that receives less attention is the actual performance of service delivery. The quality of customer service provided by front line staff to citizens should be important to administrators because "courtesy and friendliness become important not as ends in themselves, but because customers partially conflate delight at courteous and friendly treatment with the actual quality of service" (Fountain 2001) [26]. At other point Poisant (2002) [27] suggests that to analyze customer, or citizen, experiences, an organization must put itself in citizens' shoes and ask questions about how they are greeted, the appearance of frontline staff, and the aesthetics of the office place (Poisant 2002) [27]. Here author want to say that until or unless employees are not put under great amount of work load company can't know to what extend employee can perform on the other hand he says that company can't tell customer need until they put their feet in the shoe of customer that means company/banks can't give better customer service until they get inside from the customers what they need.

Rogelberg. G. S, Barnes-Farrell. L. J and Creamer. V (1999) [28] says that one way for a company to differentiate itself from others in a competitive service environment is to advocate and provide excellent customer service. He further adds that the achievement of customer satisfaction in service operations depends to a great extent on employee customer service behavior.

According to him not all employees are customer service oriented: employees differ in the extent and frequency with which they correctly identify and fulfill customer needs in a timely, ethical and courteous way (Rogelberg. G. S, Barnes-Farrell. L. J and Creamer. V, 1999) [28]. This is because all employees don't have same expertise level which helps them in identifying what is customer need so they can fulfill according to their requirement. Author feels that individuals may not be encouraged to have in a service oriented manner unless organization create such environment that is customer service orientated. In 1980, Schneider, Parkington, and Buxton identified a positive relationship between employees' perceptions of organizational practices and procedures and customer perceptions of service quality. In 1995, Schneider and Bowen replicated these results. Specifically, they found that employees' perceptions of work facilitators, supervision, organizational career facilitation, socialization, management commitment, systems support and logistics support were all positively related to customers' perceptions of service quality. Subsequent research by Jones (1991, 1992) [29], Tornow and Wiley (1991) [29], Ulrich, Halbrook, Meder, Stuchlik and Thorpe (1991) [29] and Schmit and Allscheid (1995) [29] has provided additional support for the findings of Schneider and his colleagues.

Taken together, it appears that an organization interested in achieving customer satisfaction needs to establish an organizational climate for service and an organizational climate for employee well-being. So if there is certain working environment in the organization employee tend to follow that procedure, so it is up to the bank/organization to maintain such climate so that employee can provide better customer service.

Omidsalar. P. T & Omidsalar. M (1999) [30] says that new recipes for improving Customer Service are constantly prepared and sent down upon the rest of us in a torrent of concern over service quality. Those who voice the most anxiety about public service, however, frequently have had little experience delivering it. He further adds that to provide Customer Service for our "customers" at a number of "service points" rather than the circulation counters or reference desks so he can get what he wants. So in this article author wants to say that customer should get service at one point he doesn't have to move from one point to other point to get his work done. Origination should have one place where it is convenient for the customer to get thing done.

Ho. J. S & Mallick. K. S (2006) [31] says that the usage of information technology (IT), broadly referring to computers and peripheral equipment, has seen tremendous growth in service industries in the recent past. The most obvious example is perhaps the banking industry, where through the introduction of IT related products in internet banking, electronic payments, security investments, information exchanges, banks now can provide more diverse services to customers with less manpower. Seeing this pattern of growth, it seems obvious that IT can bring about equivalent contribution to profits.

In general there are two positive effects regarding the relation between IT and banks' performance. First, IT can reduce banks' operational costs (the cost advantage). For example, internet helps banks to conduct standardized, low value-added transactions (e.g. bill payments, balance inquiries, account transfer) through the online channel, while focusing their resources into specialized, high-value added transactions (e.g. small business lending, personal trust services, investment banking) through branches. Second, IT can facilitate transactions among customers within the same network).

A further author says that some studies that are called Solow Paradox in concluding that IT will actually decrease productivity. As stated by Shu (2005) [32], "you can see the computer age everywhere these days, except in the productivity statistics". Shu and Strassmann (2005)[32] studied 12 banks operating in the US for the period of 1989-1997 and found that although IT has been one of the most marginal productive factors among all inputs, it cannot increase banks' profits. On the other hand, there are some studies agreeing with the positive influence of IT spending to business value.

Another study that was done by Shu (2005) [32] examines the impact of the progress in IT on the profit and cost efficiencies of the US banking sector during the period of 1992-2003. The research shows a positive correlation between the levels of implemented IT and both profitability and cost savings. Here author wants to make a point that it is better to understand that inconsistency is to except the influence of IT on the whole industry, rather than just looking at the individual banks.

For individual bank, it is true that both cost and network effects are positive. When all banks in the industry have the same access to this cost-saving technology, will the cost advantage from adopting IT vanish due to competition (in particular, price competition in banking industries).

Finally after analyzing both aspect of the IT industry in banks the author came up with the conclusion that the usage of IT can lead to lower costs, but the effect on profitability remains inconclusive owing to the possibility of network effects that arise as a result of competition in financial services. The author have analyzed both theoretically and empirically that how information technology related spending can affect bank profits via competition in financial services that are offered by the banks. In this research he save used Hotelling model to examine the differential effects of the information technology (IT) in moderating the relationship between costs and revenue.

Further Ho. J. S & Mallick. K. S [33], have check the impact of IT on profitability and estimated the result by using a panel of 68 US banks over 20 years. Both static and dynamic panel econometric techniques were utilized by the author to examine the differential impact of IT on average prices, market share and profits. The results that were documented the role of IT and on the cost and revenue in banking, show the impact of different effects on bank profitability. He concludes the article with this statement that IT might lead to cost saving, but higher IT spending can also create network effects lowering bank profits. Besides, IT spending has a positive effect on market share. Overall he feels that IT have both positive and negative effects on the revenue of the banks but the effective use of IT can maximize the profits for the banks. But he also adds that if all the banks start using same technology that technology wouldn't help any of them because the uniqueness will wouldn't be there so all banks need to be unique in order to make profits and they need to be sensible on spending on IT so they can make profits for the bank and can provide better customer service.