Introduction
Research and analysis of the factors that are responsible for the success or failure of any business indicate that good customer service plays an integral part in the success of any business (Goodman 23). Such can be attributed to the fact that the quality of a company’s products or service can be manifested in the quality of service the customers get from the employees of the concerned organization.
Nevertheless, many organizations are yet to embrace customer service as an integral marketing tool. Research has showed that most of the companies that have worst customer service are in the telecommunications industry, with majority of the customers experiencing bad customer services from employees of such companies.
The telecommunications industry requires a lot of capital to make sure that its operations are smooth and effective. In addition, companies in the telecommunications industry are in need of massive client base for them to reach their break-even point. However, having a large customer base can be serving as both a merit and a demerit to the industry in the face of the changing world due to technological advancement.
For example, in the recent years the telecom industry has experienced an increase in the rate of mobile data consumption among its customers because of the introduction of smartphones to the market. With wireless data becoming available, chances are that the consumption rate is likely to rise considerably.
While the industry is recording dramatic increases in consumption of data, and other telecommunication services, no equal dramatic improvement can be noticed in the aspect of telecommunication infrastructure. An upgrade to meet the changing technologies requires a lot of time and capital to be deployed.
As such, many telecommunication customers are experiencing a decline in the quality of services that they get from network and telecommunication providers. Considering the increase in demand for such services, the challenges affecting customer service are likely to increase. This paper thus looks at the importance of customer service and the factors that might lead to poor customer service in an organization.
Therefore, the primary focus is on the case study of Etisalat Telecommunications Company. Etisalat is a telecommunication company that is based in the United Arabs Emirates. It is among the leading network providers and corporations operating in United Arab Emirates. The headquarters of Etisalat are in Abu Dhabi and such a location makes it possible for the company to serve thousands of customers from all parts of the country.
The company has been known for its numerous outlets in the country. In addition, Etisalat has had the opportunity of deploying several, fixed and mobile innovative technologies in different parts of the country. The United Arab Emirates has been known to be a leader in ICT for many years now because of the technologies set up by Etisalat.
Presently, Etisalat has the wildest coverage of fast mobile networks such as the 4G and 3G technology. In addition, the company has set up the FTTH Network (Fibre-To-The-Home), which provides homes in the United Arab Emirates with a very fast network. Even though the company has been experiencing a tremendous growth that has enabled it to transform into a reliable provider of ICT solutions, the Etisalat is losing most of its customers because of poor customer service and high charges on products and services.
Therefore, there was a need for the company to find out the factors that are responsible for its reduced quality of customer service among its employees and the subsequent reduction of customers. For this reason, this study prepared carried out a survey with a representative sample for the study drawn from its employees.
Purpose of the Study
The purpose of the study is to find out the factors responsible for the reduced quality of customer service among employees of Etisalat Company. In addition, the study seeks to find out the reasons behind a reduced number of customers buying products and/or getting services from Etisalat Company.
Research Questions
Research questions in any study are used to guide the study in coming up with the solutions affecting a given organization. It is the duty of the management of any organization to ensure that all the operations of the organization run as expected. The management can come up with research questions that are designed to help eliminating a given problem within the management.
The variability of the solution to the problem at hand is the fundamental factor in deciding the answer to pick. In the case of Etisalat Company, the management was experiencing a reduction in the quality of customer service among its employees, as well as a low turnout of customers.
Solutions to the problem should be in a way that improves the quality of customer service and number of customers that get service from Etisalat Company. Thus, research questions can be considered suitable tools used by management and research to investigate the reasons behind a given scenario within the organization. Among all the situations brought forward, the management chooses the best result.
The best method is the most affordable one and one that takes the shortest amount of time to implement. Research questions give a description of the actions to take in rectifying the problem and the advantages and disadvantages of the choice of actions.
The choice of action should provide solutions to eliminate any future chances of the problem reoccurring and ensuring the best results from the situation. With good research questions, the company will increase the number of people subscribing to their services, as well as improve the quality of customer service among employees.
The study therefore, was based on the following research questions.
- What are the factors responsible for the reduced quality of customer service among the employees of Etisalat Company?
- What are the reasons behind the drop in the number of customers in Etisalat Company?
- What measures can the management take to rectify the situation?
Structure of the Project
The research study will follow a formal structure. In this case, research questions will be used as the basis for the research questions. For this reason, the target All through the project, the primary target will be answering the research questions.
Method of Data Collection
The research will make use of communication study, with interviews and questionnaires being the primary methods of collecting data from the respondents. These methods of data collection will help in getting the necessary answers to the research questions for the project.
Time Dimensions
The passage of time may at times dictate the results of any study. As such, it is suitable to factor in the time dimensions in the overall study results. To deal with influences of passage of time, repetitive studies will offer reliable results.
Topical Scope
The scope of the project will apply the case study approach. As such, drawing on conclusions in this study will be based on the opinions and results from the respondents. The quality of the data will help in developing a lasting solution to the problem of poor customer service and reduced customer turnout in Etisalat Company.
The Participants Perception of the Research
The study will ensure that all the participating employees are briefed on the requirements of the study. Such awareness is necessary before the start of the actual study since it prepares the respondents psychologically and gives them an hint on what is expected of them during the actual study.
The participants taking part in the research will follow their actual routine during the period of the project. The purpose of the study is to understand the issues behind the ductile of the sales in the proper environment without interference with the pattern.
Experimental Effects
Ex-post facto study will be the choice of study in the experimental results. The study will make use of the results from the respondents to draw conclusions on the subject under examination. For this reason, all the analysis will be based on the results obtained from the study.
Customer Service
Customer service refers to any form of help that a customer gets from a given organization. As such, it is the act of an organization providing help in terms of addressing customer’s needs through professional delivery and provision of high quality services that is helpful prior to making any purchases, in the course of the purchases, as well as after satisfying the customer’s need.
The success of any business depends on many things including sound and realistic strategies, outstanding marketing policies, and excellent customer service. Even though many people tend to categorize customer service along with marketing, research and analysis show that customer service plays a significant role in the success of any business. Customer service thus is the concept that takes into consideration customer’s interaction in any business.
As such, customer service can be seen as the image of any organization. According to Goodman (23), a customer is a valuable tool that any organization can use in its advertising. Such can be attributed to the fact that satisfied customer will often come back for more services or products. In addition, a satisfied customer will often refer other customers to an organization whereby they received excellent services.
For this reason, good customer service should be founded on promptness, politeness, professionalism, and personalization. However, many organizations do not take into consideration the value of excellent customer service and the role it plays in the success of any business.
Job Satisfaction
In organizational behavior, the aspect of great interest is the general attitude of employees towards work of job, often referred to as the job satisfaction. As such, job satisfaction is a form of individual feeling, as well as the outlook that a given person has about a job that they are doing. In addition, job satisfaction refers to the perceptions that are likely to affect the level of confidence among employees in terms of the quality of work they are dong.
As such, job satisfaction has an element of single concept whereby, a given individual can be either satisfied with a given job or dissatisfied. Nevertheless, job satisfaction features a combination of particular attitudes towards the given job that are closely linked to several aspects of the concerned job.
Job satisfaction can be measured through the assessment of several factors of a given person’s job: job supervision, promotion, pay, co-workers behavior and the work itself. It is thus evident that a person can be satisfied with one aspect of a given job but be dissatisfied with other aspects of the same job. Job satisfaction and customer service are directly related.
Highly satisfied employees will often work to ensure that they deliver quality services to their customers. Lack of job satisfaction thus translates to poor customer service.
Dilemma in Management
Most of the time, organizations are faced with challenges and scenarios for which they cannot comprehend the causes or the reasons behind such scenarios. Goodman (123) considered such scenarios as management dilemma. As such, the circumstances that cause management dilemma in an organization are equally responsible for cases of reduced productivity, low performance, and reduced number of sales, and decrease in profit margins.
Usually, in any organization, the management plays the role of making sure that the operations of the organization are smooth, and that all policies are geared towards realizing the goals and objectives set by the organization. However, whenever a given company experiences management dilemma, it is likely that there will be adverse effects on one or many aspects of the organization’s strategies.
Such a scenario thus has negative effects in the overall production of the concerned organization in aspects of production, performance, and profit generation. Research and analysis show that several factors such as environmental factors are responsible for any challenges that an organization may face.
Considering the changing needs of customers and employees, it is likely that there are numerous demands that employees of any given organization have. Some of these demands are critical in that they play a significant role in determining the overall level of job satisfaction among the employees. For this reason, it would appear that meeting the demands of employees of any organization would have a direct impact on the performance of employees and the general productivity of the concerned organization.
In the case of Etisalat Company, there was concern over the reason behind the increased reports of poor customer service among the company’s employees. Customer service was initially used in this company as a tool to woo back existing customers as well as to attract new customers to subscribe to some of the services provided by Etisalat Telecommunications Company.
In the global age, many businesses are using online strategies to manage their client base. As such, as opposed to traditional approaches organizations can rely on leads generation and referrals to make sales. However, increasing the sales volume is only possible if the given organization is in a position to maintain its existing customers, as well as attract new ones.
Usually, companies are likely to have repeat customers from happy and satisfied customers. In addition, such customers will often recommend their friends and family members to organizations where they received quality services. On the other hand, if the services of any given organization are poor and of low quality, the organization is has a high chance of losing both existing and prospective customers.
For this reason, organizations nowadays are embracing the power of good customer service as a marketing tool. The advent of technology and computers has provided many platforms that organizations can use to engage with their clients. Some of these platforms include emails and websites, where customers can make enquiries on particular services and products or even seek help about a given product of service.
Management Questions
It is the duty of the management in any organization to set up measures that are needed to solve an existing management dilemma within the organization. As such, the management should brainstorm on areas that are likely cause of the management dilemma in order to eliminate it efficiently. Usually, such attempts are aimed at increasing the chances of achieving the organization’s goals, and increasing its profit margin.
For this reason, solving any problem in an organization requires the management to explore various areas to pinpoint the cause of the problem. For this reason, the management ought to apply the necessary policies to enhance the productivity of the business. Management dilemma in any organization serves as a force that pushes the organization to apply diverse policies to rectify the concerned situation of the organization.
Therefore, management questions examines any possible opportunities that once exploited can increase the productivity and performance of any given organization. In the case of Etisalat Company, the management question was based on measures that the company can adopt to improve customer service among its employees as a way of retaining its existing customers, as well as attracting new ones.
The systematic planning of actions that are applied in the collection of information and subsequent analysis of data in a logical manner that help in realization of the purpose of any given study is called the study design (Creswell 29). Examples of the study designs include descriptive, cross-sectional, experimental, and explorative researches.
Research methodology refers to the principles and processes that are applied to collect data that can be utilized in decision making, in business and/or social setting. This section of the paper will therefore concentrate on the research methodologies and design to be used in the research.
Research Designs
The research on factors responsible for low customer turnout and reduced customer service among the employees of Etisalat will focus on what has been achieved and the constraints faced by the customers and perhaps the employees in this company. The necessary information will be obtained through a survey and interviews on the employees of Etisalat Company.
The research will be comprehensive and combination of two study designs will be applied, they include descriptive and cross sectional. The descriptive research design will apply to this study, as it is very crucial in assisting to provide answers relating to how research problem has affected a given societal situation.
For instance, in gauging the effectiveness of the customer service on customers’ purchasing power, there will be a need to describe the tangible effects so far and reasons behind the effects. In many occasions, the descriptive study is applied as a precursor for a quantitative. The descriptive study also gives indexes to the variables that need to be examined.
In addition, the descriptive study leads to reliable data from which inferences and recommendations can be drawn. The research on Etisalat Company in United Arabs Emirates will cover a small geographical area. Representative data will be necessary if the results are to be reliable and valid. Descriptive studies are appropriate in collection of reliable amount of data.
However, there are obvious shortcomings of the descriptive study; for instance, the study is mainly depended on instrumentation of measurements and observation. There is thus need for a study design that will complement the descriptive study and ensure that quantitative data is obtained.
Target Population
Target population involves the entire people or units of which the study intends to collect information from and draw inferences. According to Creswell (29), the target population depends on the phenomenon to be studied and the data that is desired. The research will target the employees of Etisalat Company in the United Arab Emirates.
Sampling Design
A sample is a subsection of the target population. To arrive at a sample size, proper sampling techniques should be applied. A sample should be a representative of the target population. Sampling design comprises of the sampling frame, sampling techniques and sample size.
Sample
A sample is usually drawn from the target population. Sampling frame represents the working population that is to be utilized in the study (Denzin and Lincoln 20). According to Denzin and Lincoln (18) if a sample frame is taken correctly it will lead to a sample that can be used for the population as a whole. As such, the study will interview only three employees of Etisalat, and the results from the respondents will be used to represent the situation and opinions of all employees in this company.
Sampling Techniques
The sampling technique to be applied is the simple random sampling procedure. This method will allow the research to be very inclusive, bearing in mind that the study aims at collecting reliable data about poor customer service and the reduced customer turnout in Etisalat Company.
The random sampling will give all the employees in the sample frame an equal chance of being represented in the sample. Simple random sampling is very effective in getting a representative sample from a large sample group. The sample frame has many employees and all the employees should be given an opportunity to be included irrespective of the region, thus the simple random will be appropriate.
Creswell (29) noted that the simple random sampling technique is free from human bias and avoids the classification errors, by giving each unit an equal chance of being selected. If correctly administered, the technique leads to highly representative sample population.
In addition to the simple random technique, a purposive sampling will be applied in the identification of the people to be interviewed. The purposive sampling depends on judgment of the researcher in the selection of the people to be included in the study. The purpose behind this sampling technique is to focus on particular aspect of the unit/population that will provide the answers to the research questions.
According to Creswell (29), purposive sampling is advantageous when specific information is required from specific people. In such a case, specific information will be required from the employees. A stratified purposeful sampling, which will target the groups of interest, will be applied. The combination of the simple random and purposeful sampling is expected to give comprehensive data for the research.
Sample Size
The determination of the sample size is depended on the number of replication that can be applied in drawing inferences about the population/units. The type of data required for the research normally determines the sample size. Sample sizes are important in determining precision of the research (Denzin and Lincoln 18).
In a research, a sample size can be small or large; the researchers, resources available and the purpose of the research again dictate the sample size. This research by application of the random sampling will have a sample size of three employees.
Data Collection Methods
The research is aimed at determining the reasons behind the low turnout of customers in Etisalat Company and the subsequent reduced quality in customer service among the employees of this company. To find out the complexities that may be affecting the quality of customer service and reduction in number of customers’ subscription, there are study questions that will guide the research.
As a result, the type of data collection that will ensure that comprehensive data is gathered will be applied. According to Denzin and Lincoln (20), the method of data collection is normally influenced by the research strategies, the point of collection, and the person to carry out the research. The main types of data collection methods to be used in the study will include secondary sources of data collection.
Design of the surveys
The study adopted a causal explanatory format with the primary objective being to find out the factors that are responsible for reduced quality of customer service among the employees of Etisalat Company, and the subsequent reduction in customer in the company. The results from the study will help in answering the research questions and thus provide a lasting solution to the problem bad customer service and the subsequent low turnout of customers.
A purposive qualitative design will be employed in the study. In addition, the study will employ a small sample size considering that the primary aim of the study is on quality as opposed to a large sample size. For this reason, three individuals will be interviewed whereby they will be required to answer a list of five questions.
Interviews are good research instruments that can be applied in collection of information in order to gain insights into attitudes and perceptions. They also serve to explore personal differences, experiences, and outcomes. The interviews will be guided interviews, as they will probe to get specific information from the respondents.
The three individuals will comprise employees of Etisalat Company since the employees have a direct contact with the customers. For this reason, the employees have a high chance of influencing the purchasing power of customers based on how best they handle the customers.
Along with the personal interview, the study will also make use of self-administered survey to collect more data on the company’s problem. The self-administered survey will have 20 questions, which will be designed to suit a qualitative approach.
The Actual Survey
The actual survey will have the following questions that will guide the respondents in providing the necessary information regarding the quality of customer service among the employees, and the reduction in the turnout of customers in the company.
- What are the factors responsible for the reduced quality of customer service among the employees of Etisalat Company?
- What are the reasons behind the drop in the number of customers in Etisalat Company?
- What measures can the management take to rectify the situation
Self-Administered Survey
- What are the factors responsible for the reduced quality of customer service among the employees of Etisalat Company?
- What are the reasons behind the drop in the number of customers in Etisalat Company?
- What measures can the management take to improve customer service among employees?
- What measures can the management take to increase the rate of customer turnout?
- Which advertising methods can work for increasing the customer turnout in Etisalat Company?
- Can reduction of the charges on services and products make a significant change?
- How can the management deal with the competition aspect in ensuring the restoration of sales?
- Can the improvement on the design of the service card meet the market expectations?
- Did the research conclusively review the course and cause of the drop in sales of the service cards?
- Were the measures taken by management sufficient in rectifying the issue of poor quality of customer service?
- Was there sufficient promotion of the products and services offered by the company?
- Can increase in employee satisfaction and the subsequent employee training and development make a significant impact?
- Can the recruitment of new employees bring a change in the quality of customer service?
- How did motivation of employees improve the quality of customer service?
- Can the reduction of cost of the products and services be a viable option in promoting the company?
- What are the benefits of a technological advancement pertaining to the quality of customer service?
- Did management employ the best measures in rectifying the customer service issue?
- Did the research employ adequate measures in the survey of the reasons for the reduced customer turnout?
- Did measures taken by management solve the impending problem?
- Are the solutions long lasting and implementable?
Survey Questions for the Three Respondents
Part 1
Were the measures taken to resolve the problem viable?
- Yes
- No
- Not sure
Are the reasons behind the drop in the number of customers in Etisalat Company applicable?
- Yes
- No
- Not sure
Are the measures taken by the management to improve customer service among employees viable?
- Yes
- No
- Not sure
Did the measures the management take to increase the rate of customer turnout make any significant change to the situation?
- Yes
- No
- Not sure
Did advertising increase the customer turnout in Etisalat Company?
- Yes
- No
- Not sure
Part 2
Can reduction of the charges on services and products make a significant change?
- Yes
- No
- Not sure
Can the management deal with the competition aspect by improving the quality of customer service?
- Yes
- No
- Not sure
Can the improvement on the quality of customer service and the reduction in prices meet the market expectations?
- Yes
- No
- Not sure
Did the research conclusively review the course and cause of problem?
- Yes
- No
- Not sure
Were the measures taken by management sufficient in rectifying the issue of poor quality of customer service?
- Yes
- No
- Not sure
Part 3
Was there sufficient promotion of the products and services offered by the company?
- Yes
- No
- Not sure
Can increase in employee satisfaction and the subsequent employee training and development make a significant impact?
- Yes
- No
- Not sure
Can the recruitment of new employees bring a change in the quality of customer service?
- Yes
- No
- Not sure
Can the motivation of employees improve the quality of customer service?
- Yes
- No
- Not sure
Can the reduction of cost of the products and services be a viable option in promoting the company?
- Yes
- No
- Not sure
Are there any benefits of a technological advancement in improving the quality of customer service?
- Yes
- No
- Not sure
Did management employ the best measures in rectifying the customer service issue?
- Yes
- No
- Not sure
Did the research employ adequate measures in the survey of the reasons for the reduced customer turnout?
- Yes
- No
- Not sure
Did measures taken by management solve the impending problem?
- Yes
- No
- Not sure
Are the solutions long lasting and implementable?
- Yes
- No
- Not sure
Results of the survey
What are the factors responsible for the reduced quality of customer service among the employees of Etisalat Company?
What are the reasons behind the drop in the number of customers in Etisalat Company?
What measures can the management take to improve customer service among employees?
What measures can the management take to increase the rate of customer turnout?
Responses from the three respondents on the survey questions were recorded as follows.
Were the measures taken to resolve the problem viable?
Are the reasons behind the drop in the number of customers in Etisalat Company applicable?
Are the measures taken by the management to improve customer service among employees viable?
Did the measures the management take to increase the rate of customer turnout make any significant change to the situation?
Did advertising increase the customer turnout in Etisalat Company?
Can reduction of the charges on services and products make a significant change?
Can the management deal with the competition aspect by improving the quality of customer service?
Can the improvement on the quality of customer service and the reduction in prices meet the market expectations?
Did the research conclusively review the course and cause of the problem?
Were the measures taken by management sufficient in rectifying the issue of poor quality of customer service?
Was there sufficient promotion of the products and services offered by the company?
Can increase in employee satisfaction and the subsequent employee training and development make a significant impact?
Can the recruitment of new employees bring a change in the quality of customer service?
Can the motivation of employees improve the quality of customer service?
Can the reduction of cost of the products and services be a viable option in promoting the company?
Are there any benefits of a technological advancement in improving the quality of customer service?
Did management employ the best measures in rectifying the customer service issue?
Did the research employ adequate measures in the survey of the reasons for the reduced customer turnout?
Did measures taken by management solve the impending problem?
Are the solutions long lasting and implementable?
Conclusion
The findings from the study showed that, 66.67% of the respondents cited lack of employee motivation as the major factors responsible for bad customer service. The rest of the respondents (33.33%) agreed that lack of employee plays a significant role in bad customer service among the employees.
However, as far as the reduction in the number of customers subscribing services from Etisalat was concerned, the respondents blamed the situation on poor customer service, expensive products and services, as well as stiff competition from other providers. For this reason, the findings indicated that enhancing employee motivation, training, and development could help increase the level of employee job satisfaction, which would in turn influence the quality of customer service among employees of Etisalat Company.
In addition, it was evident that for the company to restore its image and recover the lost customers it was required to improve customer service by ensuring high degree of employee satisfaction, invest in promotion and advertisement, as well as reduce the prices on its products and services.
There was also the need to promote the products and services of the company as a way of wooing back customers considering that the company would reduce its prices. IN Addition to the above strategies, adopting the use of technology would help a lot in the general operations of the company. Majority of the respondents felt that such measures were long lasting and amendable.
From the findings of the study, it was evident that the needs of both customers and employees are very important for any given business to succeed (Goodman 23). It was also evident that the quality of customer service is tied to the level of employees’ job satisfaction. As such, if the employees are not satisfied with the work they do, perhaps due to lack of motivation, they will not be in a position to offer the best to the customers.
The drop in the number of customers at Etisalat due to bad customer service was enough proof that customer service is very significant in any business. For this reason, Etisalat should maintained high satisfied and trained employees, uphold quality customer service, and charge considerable prices for its products and services. Such approaches will help the company to maintain a large market share and wide customer base.
Works Cited
Creswell, John. Research Design. Thousand Oaks, California: SAGE Publications, 2014. Print.
Denzin, Norman, and Yvonna Lincoln. The Sage Handbook of Qualitative Research. Thousand Oaks: Sage, 2011. Print.
Goodman, John A. Strategic Customer Service. New York: AMACOM, 2009. Print.