CHAPTER 1
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 DEFINED
Banks is defined as an institution responible for keeping, lending and exchanging of money