THE RELATIONSHIP BETWEEN WORKERS AND CUSTOMERS UNDER THE ORGANISATIONAL IMAGE. A CASE STUDY OF – UBA- LAGOS

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CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Organizational image can be described as that  impressions  which the organization  conveys to its internal employees as well as the external publics comprising of its customers and the general public and the impression which the organization want its  employees, customers and the general public to have about the organization. This is the image that describes the organization and determines its desirability and likeness by its employees, customers and the general public. Organizational images exact great influence on the workers attitude towards the organization and its customers and on the organizational experiences of the employee. Good organizational image facilitate the attraction of organizational members, and how people identify with the organization. It also determines the sense of commitment of the employee, the loyalty of customers and that of the general public to the organization. Organisational image seek to determine how customer and employees align their decisions and behavior towards the cause of the organization and help to improve and sustain it. This implies the need for the workers and customers to have good quality relationship which will promote the wellbeing and aspiration of the organization. It also facilitates employees and all external public understand their position and roles in the organization. Organizational image projects a positive image of the firms products and services, its aims and objectives, to its employees, customers, or other stakeholders. It enables the firms employee understands what is desirable for the firm and represent the firm positively before its customers and the general public. Organisational image projects the firms image in the industry among fellow competitors and provides a competitive advantage for the firm. Consequently it is important for managers to create and sustain a positive image of the organization and to inculcate same in the employee which represent the firm before the customers and the external public. Therefore the firm’s corporate image starts from the management which should be incorporated into the firms’ policies and communicated to the employees, customers and the general public, rather than managing the   bad company policies. Young (1996) postulates that the management of corporate firms should take steps toward improving the image of their organization by focusing on the long-term reputation of the organization; take uniform decisions   and fair dealings according to the firms approved policies and uphold the integrity of stakeholders’ right. It is imperative to note that it could take a long period to build good organizational image and only a moment to destroy. The research therefore seeks to appraise the relationship between workers and customers under the organizational image with a case study of UBA- Lagos.

1.2  Statement of the Problem

The need for quality relationship between workers and their customers constitute a fundamental issue to modern organization. This is because quality service commands customer patronage and loyalty to the firm. Hence many institutions have adopted the public relation policies of building organizational image through the creation and maintenance of good relationship with their employee, customers and the general public.In today competitive environment

Organization are expected to create and sustain a positive image of their organization before their employee who will in turn reciprocate the action in good customer service thereby enhancing good worker –customer relationship.

However it is pertinent to note the increasing rate of poor worker –customer relationship in many institutions due to poor quality service from organizational personnel. Both financial and non-financial institutions are at this dilemma

. institutions which  mismanages or ignores its image  soon degenerate into  “Reputation dilemma .According to Davis Young(1996)  building an organizations reputation involves some indirect cost expenditure .Reputation problem reflects in increase turnover of workers, decrease in customer patronage and loss .a decline  in stock value, and weak  relationships with customers, vendors or government officials.  Resulting in rising cost of doing business. Consequently it is important for managers to create and sustain a positive image of the organization and to inculcate same in the employee who represents the firm before the customers and the external public Therefore the problem facing the research is to investigate the relationship between workers and customers under under the organizational image.A case study of UBA Lagos

1.3 Objectives of the Study

To determine the relationship between workers and customers under the organizational image

To determine the relationship between workers and customers in UBA LAGOS-

1.4 Research Questions

What is the meaning of Organizational Image?

What is the role of organizational image in promoting quality worker –customer relationship?

What is the role of organizational image in promoting quality worker-customer relationship in UBA Lagos.

1.5 Significance of the Study

The study shall enhance the promotion of good organizational image which will lead to quality customer –worker relationship in corporate institutions

It shall also serve as a vital source of information to corporate managers and public relation experts

1.6 Research Hypothesis

Ho The role of organizational image in promoting quality worker- customer relationship in UBA Lagos is Low

Hi The role of organizational image in promoting quality worker- customer relationship in UBA Lagos is high.

1.7 Scope of the Study

The study focuses on the appraisal of the relationship between workers and customer under organizational image with a case study of UBA Lagos

1.8 Limitations of the Study

A number of factors constituted as constraint in the conduct of the research which include geographical factor and logistics.

1.9 Definition of Terms

DEFINITION OF ORGANISATIONAL IMAGE

BANK: Banks is defined as an institution responible for keeping, lending and exchanging of money

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