An Evaluation of the Effectiveness of Customer Complaint Management in Retail Banking: A Study of UBA, Abuja
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Background of the Study
Customer complaint management is a critical function that directly influences customer satisfaction and the overall reputation of a bank. At UBA in Abuja, an effective complaint management system is recognized as a vital tool for resolving service failures and improving customer experience. UBA has implemented multiple channels for lodging complaints, including online portals, dedicated call centers, and branch-based feedback systems, ensuring that customer issues are addressed promptly. By systematically analyzing complaint data, the bank can identify recurring service gaps and make informed decisions to refine its processes (Okeke, 2023). This proactive approach is aimed at not only mitigating immediate customer dissatisfaction but also at preventing future issues through continuous process improvement. Effective complaint resolution contributes to customer loyalty by restoring trust and demonstrating the bank’s commitment to high service standards. However, challenges such as inconsistent resolution times, inadequate follow-up, and communication breakdowns sometimes hinder these efforts. UBA’s continuous investment in training and technology is intended to address these challenges, but gaps still exist that affect overall customer perception. This study evaluates the effectiveness of UBA’s customer complaint management system, examining how efficiently complaints are resolved and the impact of these processes on customer retention and overall service improvement (Chinwe, 2024; Akinola, 2025).
Statement of the Problem
Despite having a structured complaint management system, UBA experiences inconsistencies in resolving customer grievances, which can lead to dissatisfaction and a decline in customer loyalty. Customers have reported delays in receiving responses, and there are instances where complaints are not adequately addressed or followed up. Inconsistencies across different channels—online, call center, and branch—contribute to a fragmented customer experience. Additionally, a lack of standardized procedures for handling complex issues can result in prolonged resolution times, which further erode customer trust. These deficiencies undermine the bank’s reputation and may drive customers to seek alternatives. Moreover, the absence of effective feedback mechanisms means that recurring issues are not promptly identified or rectified, limiting the potential for continuous service improvement. This study aims to identify the root causes of these inconsistencies in complaint management at UBA and to propose practical solutions that can enhance the effectiveness of the system, thereby improving overall customer satisfaction and retention.
Objectives of the Study
• To evaluate the current effectiveness of UBA’s complaint management system.
• To identify key challenges in the complaint resolution process.
• To recommend strategies to standardize and expedite complaint handling.
Research Questions
• How effective is UBA’s complaint management system in resolving customer issues?
• What are the main challenges that hinder timely resolution?
• What measures can improve the consistency and efficiency of complaint handling?
Research Hypotheses
• H₁: Efficient complaint resolution is positively correlated with higher customer satisfaction.
• H₂: Inconsistent complaint handling negatively impacts customer loyalty.
• H₃: Standardized processes and enhanced training improve complaint resolution outcomes.
Scope and Limitations of the Study
This study focuses on UBA’s complaint management practices in Abuja. Limitations include variations in service delivery across branches and potential biases in customer feedback.
Definitions of Terms
• Complaint Management: The process by which customer grievances are recorded, addressed, and resolved.
• Customer Satisfaction: The overall contentment of customers with the bank’s services.
• Feedback Mechanism: A system for gathering customer input to improve service quality.
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