IMPACT OF EFFECTIVE CUSTOMER SERVICE ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF UNION BANK NIGERIA PLC, ABA)

ABSTRACT Customer service has increasingly become a critical determinant of organizational success, especially within the competitive banking sector in Nigeria. This study investigates the impact of effective customer service on organizational performance, using Union Bank Nigeria Plc, Aba as a case study. The research explores how service delivery, responsiveness, reliability, and customer relationship management contribute to customer satisfaction, retention, and ultimately, organizational growth. A descriptive research design was adopted, and data were collected through structured questionnaires distributed to both customers and staff of the bank. The findings reveal that effective customer service significantly enhances customer loyalty, improves the bank’s public image, and positively influences financial performance. However, challenges such as inadequate staff training and delays in service delivery were identified as barriers to optimal performance. The study concludes that organizations that prioritize customer service are more likely to achieve sustainable growth and competitive advantage. Recommendations include continuous staff training, adoption of modern technology, and implementation of customer feedback systems.