Abstract

This study was to investigate The Effect of Customer Services on Organizational Performance In 48 Spices BUEA. the specific objectives of the study were; to examine the effect of customer services on organizational performance in 48spices BUEA, to investigate the extent to which service quality affect customer service in 48 spices BUEA, to investigate the extent to which service quality affect customer service at 48 spices BUEA, to investigate the extent to which reliability affects customer service in 48 spices BUEA. This study Adopt both descriptive and explanatory research designs.

Data was collected through questionnaires. The sample was carryout through a purposive sampling technique. The study was analyses using the SPSS statistics to establish their validity and reliability. The findings from the study revealed that customer services have a significant and positive effects on organizational performance which consequently leads to growth and developments of the restaurant.

The study therefore recommended that the manager should always study employee’s welfare and also ensure that employees are happy and satisfied with the working environment so as to enhance their productivity, for a happy environment makes a happy organization.

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

The concept of customer service has been defined by various scholars. Brewer and Holmes (2021) define customer services as all interactions between a customer and product provider during and after sales. Examples include welcoming customers before they buy, helping customer to know the products/ services and their benefits and selling products and services to the customers.

Delisi and Michaeli (2021) define customer service as activities and efforts carried out by business owners and management to make customers feel that the business firms or companies take into account their welfare, as well as their present and future needs as they relate to the companies. Customer service includes knowledge about customers and knowledge for customers.

Knowledge about customers includes fundamental information about customers such as customers’ needs, interests and preferences (Fader & Toms, 2018). Knowledge for customers means that customers may seek to understand certain information about the products or services in order to make purchasing or buying decisions. The company should make sure questions from customers are handled. Such questions may be information about prices, services offered and payment options (wild and sainte 2014).

The history of customer service can be traced back from the Face-to-face service. This first stage began with the long distances trade around 3000bc and continues until the industrial revolution.  Secondly, customer service can be trace back through the invention of telephone by Alexander Graham Bell in 1876. This era saw a massive jump in the volume and efficiency of customer support.

Thirdly, customer service can be traced through the Internet. This stage began with the rise of the Internet in the 1990’s. brand started developing their online presence to stay connected with their customers and reach new ones. And lastly, we have social media in the early 2000’s as more and more user profiles populated social networks, businesses started using the later to stay connected to customer. Customer service is applied differently in various parts of the world due to cultural, economic, and technological factors.

In Asia, High-context cultures like China, Japan, and Korea prioritize relationships and respect. Customer service is often personalized and polite, with a focus on building trust. In Europe, customer service is Formal and professional, European customer service emphasizes efficiency and direct communication. Regulations like GDPR also impact customer data handling. In North America Customer-centric and friendly, US and Canadian customer service focuses on resolving issues quickly and efficiently. In south America, Warm and expressive cultures like Brazil and Argentina prioritize building rapport and trust with customers.

In middle east, Respect and hospitality are crucial in Middle Eastern customer service, with a focus on personalized attention.

Customer service in Africa is shaped by cultural and economic factors, prioritizing: Face-to-face interactions and building relationships (Okeke, 2020, p. 12) Respect, empathy, and personalized attention (Nwosu, 2019, p. 25) Flexibility and adaptability in service delivery (Adeoti, 2018, p. 30) Community-oriented and group-focused approaches.

In Cameroon, customer service faces unique challenges, including infrastructure limitations and cultural nuances. Effective customer service requires understanding local preferences and adapting to the market’s informal nature (Mbah, 2019). Cameroonian consumers prioritize personalized relationships, reliability, and timely responses.

1.2 statement of the problem

The performance of every organizational is of paramount important to measure their success, there are number of studies that suggest 48 spices has been receiving complaints about their performance for many years about their slow service, delay in serving customers, due to this reason, some customers have been venting their discontentment with their service (Haule, 2012).

For instance, customers have been complaining about late delivery of service, at the same time, others customers have expressed their grievances and 48 spice taking a very long time to bring their food after they pass their command. These are clear indicators of problems at 48 spices which makes their revenue to drop. Based on this problem plaguing 48spice in providing quality service, this study examines the effect of customer services on organizational performance at 48 spice BUEA.

1.3 Research Question

1.3.1: Main research question

To what extent does customer service affect the organizational performance of 48 spices?

1.3.2: Specific Research Questions

1. To what extent does empathy affect organizational performance?
2. To what extent does service quality affect the organizational performance of 48 Spice?
3. What effort does reliability have on organizational performance?

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