An Assessment of Customer Complaint Handling and Brand Reputation in Fidelity Bank, Benue State
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Background of the Study
Customer complaint handling is a critical component of customer service, influencing an organization’s reputation and long-term customer loyalty. Efficient complaint handling fosters customer trust, improves satisfaction, and enhances the company’s public image (Nwachukwu & Yusuf, 2023). In the banking sector, where customer satisfaction is key to competitive advantage, poor complaint resolution can lead to negative perceptions and diminished brand reputation.
Fidelity Bank, one of Nigeria’s foremost financial institutions, has consistently emphasized customer service excellence as part of its business strategy. However, challenges in managing customer complaints and dissatisfaction still persist, affecting its reputation (Eze & Hassan, 2023). This study seeks to assess how Fidelity Bank handles customer complaints in Benue State and the impact this has on its overall brand reputation.
Statement of the Problem
While Fidelity Bank has made efforts to improve its customer service, there is still significant room for improvement in handling customer complaints. Negative experiences can spread quickly via word-of-mouth and social media, leading to diminished customer trust and brand reputation (Obi & Adeola, 2023). Thus, understanding the current complaint-handling processes and their impact on brand reputation is essential for improving customer relationships and sustaining business growth.
This research addresses the gap in existing literature on the effectiveness of customer complaint management in Nigerian banks, particularly within Fidelity Bank, Benue State.
Objectives of the Study
1. To evaluate the customer complaint-handling practices at Fidelity Bank, Benue State.
2. To assess the impact of complaint management on the bank’s brand reputation.
3. To identify areas for improvement in the bank’s complaint-handling procedures.
Research Questions
1. What are the customer complaint-handling practices implemented by Fidelity Bank in Benue State?
2. How do these practices affect the bank’s brand reputation?
3. What challenges hinder effective complaint resolution in Fidelity Bank?
Research Hypotheses
1. Efficient complaint handling has a significant positive impact on brand reputation.
2. Ineffective complaint resolution leads to a decline in brand reputation.
3. The lack of proper staff training negatively affects the complaint-handling process.
Scope and Limitations of the Study
The study will focus on customer complaint management practices and their effects on brand reputation in Fidelity Bank, Benue State. Limitations may include a potential bias in customer feedback and the accessibility of internal complaint data.
Definitions of Terms
• Customer Complaint Handling: The process of addressing and resolving issues raised by customers.
• Brand Reputation: The perception of a company’s image and trustworthiness in the eyes of its customers and the public.
• Customer Loyalty: The tendency of customers to continue doing business with an organization over time.
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