17

Chapter 2

REVIEW OF RELATED LITERATURE

This chapter present readings and articles come upon by the

researcher from books, magazine, internet readings, and other sources

relevant to the study. The literature provided the researcher knowledge,

insights, and direction to pursue on the study.

Conceptual Literature

Foreign

Satisfaction

Satisfaction with services is directly related to user’s expectations.

In a situation where functions are the same for all users, those who have

higher expectations will report a respectively lower level of satisfaction.

With this in mind, one can presume that the respondents/interviewees

with a higher degree of education, living in urban areas, who enjoy a higher

social-economic status, have higher expectations from the organizations

they are getting service at. One, can therefore, expect them to be more

demanding and subsequently more ‘disappointed’ and to report a lower

level of satisfaction (Zivotic, 2013).
Measuring customer satisfaction is essential because most
customers prefer keeping silent when they are satisfied with the provided
Commented [ld1]: Parents Satisfaction with Preschool
Education Service, As Determinant of Service Improvement
ZIVOTIC, PREDRAG; TANASIC, JASMINA; MIKANOVIC, VESNA
BJEGOVIC
Journal of Local Self-Government . Jul2013, Vol. 11 Issue 3,
p799-810. 12p. 3 Chart

services. People passed their complaints on to the company than to give

feedback on better service. Unfortunately, some customers do not even

 18

bother with giving feedback – they simply stop using company’s services

after an unpleasant experience (Hammond 2014). Commented [ld2]: How to Measure Customer
Satisfaction
Fri, Jul, 11, 2014 @ 09:07 AM
To successfully track customer satisfaction, there are factors to Harvey Hammond
http://www.insightsfromanalytics.com/blog/bid/391487/Ho
consider. Understanding customers, what they are looking for in a service w-to-Measure-Customer-Satisfaction

is imperative, but it is too to pinpoint down the specifics. What customer

purchased, why they liked it or hated it, what they expected and how they

think it could be improved are some useful details about the customer’s

acquisition experience. When failing to meet customers’ requirements,

understanding is necessary to fix things for the next time. If the service is

not meeting the promised standard, or employees are making promises

that cannot be met there could be a blemish in the chain of

communication. (Saastamoinen, 2017). Commented [ld3]: Emma Saastamoinen.

Service quality and customer satisfaction
https://www.theseus.fi/bitstream/handle/10024/134294/S
Professionalism aastamoinen_Emma.pdf?sequence=2&isAllowed=y

Successful corporations and small businesses understand the

importance of a professional image in dealing with customers. The

"Harvard Business Review" calls the advice to make the "frontline workers

and customers...the center of management concern" a timeless strategy

for firms of all sizes. The business journal defines the impact of

professional customer service as "astronomical." Satisfied customers

return to buy and refer friends and family members to businesses offering

professional services. Loyal customers provided with professional services

mean money to the company - money that pays employee salaries and
raises and contributes to the overall success of the business (Lee, 2019).
Commented [ld4]: Grayson, Lee. "Importance of
Professional Image on Customer Service." Work -
Chron.com, http://work.chron.com/importance-
professional-image-customer-service-2495.html. Accessed
01 January 2019.
 19

Professionalism can be defined as the skills, competence and the
conduct displayed by an individual of a certain profession. Professional
conduct refers to guiding values, attributes and expectations of what is
Commented [ld5]: Alawiye-Adams, Adewale Adegoke
and Ogundele, Abiodun, Ethics and Professionalism in the
Banking Industry, a Case Study of Nigerian Banking
Environment (January 1, 2018). Available at
SSRN: https://ssrn.com/abstract=3095229 or http://dx.
doi.org/10.2139/ssrn.3095229

wrong or right. This means that there is a correct way of behavior. It is

also expected that such a person cultivates a polite demeanor when

dealing with clients and fellow professionals. Professionalism

encompasses a variety of dimensions. It is not only polite behavior or else

academic competence; on the contrary, it is a mixture of a number of

qualities that contribute to professionalism. A professional need to have

specialized knowledge in his particular field. This is one of the main

characteristics of a true professional. If the individual has gaps in his

knowledge, the contribution, that he can make, is minimal. Being

competent is also important. If an individual has all the academic

certificates but, still fails to work competently, then it is also disruptive to

the individual as well as organizational performance. Other traits such as

honesty, integrity, politeness are also important for a professional. This

can be considered as one of the great assets of the corporate sector as it

allows the individual to perform well (Alawiye-Adams, Adewale Adegoke

and Ogundele, Abiodun, 2018).

Furthermore, according to Glover (2018) which stated that Commented [ld6]: Jerri Glover, The Role of
Professionalism in Internal Customer Service
2018
professionalism is important in most work settings. After all, someone who https://study.com/academy/lesson/the-role-of-
professionalism-in-internal-customer-service.html
is trained and experienced to do a job well is expected to

demonstrate skill, good judgement, and polite behavior, and they may
 20

even be expected to dress a certain way. Professionalism is particularly

important for those who work in customer service since job skills, good

judgement, and polite behavior can leave consumers feeling satisfied and

encourage them to remain loyal customers. The elements of

professionalism are also important to internal customer service, which

involves providing services to others within your organization, treating

them as you would treat customers. Internal customers can include team

members, managers, and owners, among others. Showing professionalism

in the workplace can improve worker relationships, trust, and even

efficiency. The elements of professionalism including job skills, good

judgement, and polite behavior as well as appearance can play a role in

internal customer service.

Business Environment

Principally consist of a number of factors

Local

Clients Satisfaction

Professionalism

Business Environment
 21

Research Literature

Foreign

Clients Satisfaction

Professionalism

The research confirms the importance of professional standards in Commented [ld7]: file:///C:/Users/levy/Desktop/montec
arlo/draft%20pre%20oral/Building%20Professionalism%20i
n%20Banking,%20CB_PSB%20Research%202012%20-
restoring the trust of customers and confidence in the Financial Services %202017.pdf

industry. We will continue to work closely with the Chartered Banker

Professional Standards Board and other relevant professional bodies to

achieve these twin goals.

he study’s objective is to look at empirical investigation into the various causes of

Bank failure with more emphasis on compliance enforcement by Banks with the
Banking Code of Ethics and Professionalism (BCEP), so as to achieve a robust
banking environment. Banking failure in Nigeria had become a worry to all and
sundry. Questionnaires were administered to staffers of selected banks in the South
Western states of Nigeria for a quick coverage as a result of the limited time,
available for the conduct of this study. One Hundred [100] questionnaires were
administered, but only eighty five (85) were received and analyzed. The analysis of
data and the test of hypotheses was based on the use of the Pearson’s Moment
Correlation Co-efficient, it showed that majority of bank failures in Nigeria, occurred
not only because of non-adherence to ethical practices among operators but due to
the spiraling height of indiscipline, corruption, hi-tech money laundering of public
funds stolen by people in government authority, and the continuous uncontrollable
 22

conspiratorial acts of non-professionals and grossly incompetent government

appointees into positions of regulatory and supervisory authority in the
institutional framework in total authority and management of the banking and
finance industry.

Yet at the level of the operators, there has been gross insider’s abuse on lending;
lending to high risk borrowers; micro-economic instability that has perpetually kept
the economy comatose. In this paper legal enforcement and strict sanctions,
adherence to ethical and professional practices in the banks and the entire financial
industry is highly recommended. Also advocated is the coming together of
professional bankers in academics to form an association and use their various
research capacities and potentials to advise the banking and Finance industry in the
area of ethics and professionalism.

Business Environment

Local

Clients Satisfaction

Professionalism

Business Environment

Synthesis

The literature and studies presented give support to this study.