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TITLE PAGE
TOTAL QUALITY MANAGEMENT IN THE BANKING INDUSTRY
A CASE STUDY OF ZENITH BANK NIGERIA PLC
BY
IFEANYI IYIDA C
REG. NO. PG/MBA/11/60313
A RESEACH WORK SUBMITTED IN PARTIAL FULFULLMENT OF THE
REQUIREMENT FOR THE AWARD OF MASTERS IN BUSINESS
ADMINISTRATION (MBA) IN MANAGEMENT
PRESENTED TO THE
DEPARTMENT OF MANAGEMENT
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA, ENUGU CAMPUS
2012
2
i
CERTIFICATION
I, IFEANYI IYIDA C., a Postgraduate student in the Department of
Management with Registration Number PG/MBA/11/60313 has satisfactory
completed the requirements of the course and research work for the award of
Masters Degree in management.
This work embodied in this report is original and has not been submitted in
part or full for other Diploma or Degree of this or any other University.
………………………………. ……………………………… IFEANYI IYIDA C. Date RESEARCHER
3
ii
APPROVAL PAGE This project is approved for the department of management, University of Nigeria Nsukka for the fulfillment of the requirements for the award of Masters Degree in Management:Total Quality Mnagement,a case study of Zenith Bank Plc ………………………………. ……………………………… DR. V. A. ONODUGO Date SUPERVISOR ………………………………. ……………………………… PROF. EZIGBO Date HEAD OF DEPARTMENT
………………………………. ……………………………… EXTERNAL EXAMINER Date
4
iii
DEDICATION
This work is dedicated to God Almighty for giving me life and good health to
carry out this project.
5
iv
ACKNOWLEDGEMENT
I want to acknowledge my Supervisor, Dr. V. A. Onodugo for his support and
encouragement given to me by way of going through the manuscript and offering
suggestions for improvement thereafter. To him I say I am most grateful.
I also sincerely thank the management and staff of Zenith Bank of Nigeria Plc for
allowing me access to their staff and documents of vital information.
My thanks also goes to my wife Mrs. Loretta Iyida and my entire family for their
love and support. Also to my friends Engr. Afam Ngene, Mike Okeke, Barr.
Obiora Eneh and Prince Sunny Nwodo who entertained my endless questions,
ideas and troubles.
Above all, I give thanks to God Almighty for the opportunity he gave me to
participate in this valuable academic exercise.
6
v
ABSTRACT
The topic of this project is “Total Quality Management in the Banking Industry.
(A case study of Zenith Bank of Nigeria Plc) The major objective of the study is to
ascertain the level of awareness and adoption of TQM practices among staff of
Zenith Bank in Enugu metropolis and also determine the major limitations of the
TQM practice in the bank. Instrument for data collections are questionnaires and
research questions, which formed the course of primary data, while materials
from various published articles, textbooks, journals and newspapers formed the
secondary data. The method of analysis is the use of tables, percentages and chi
square. The major finding of the research is that all staff of Zenith Bank are aware
of the TQM elements and are fully involved in the practice of TQM in their day to
day business. The study recommends that since the practice of TQM improves
customer service and care, there is need for constant training of all staff on TQM
practices on a continuous basis. Employees and subordinates should be given
opportunity to participate in decision making using the element of TQM practice
and culture.
vi
7
TABLE OF CONTENT
Pages
Title Page - - - - - i
Certification - - - - - ii
Dedication - - - - - iii
Acknowledgement - - - - - iv
Abstract - - - - - v
Table of Contents - - - - - vi
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study - - - - 1
1.2 Statement of the Problem - - - - 5
1.3 Objectives of the Study - - - - 6
1.4 Research Questions - - - - 7
1.5 Research Hypotheses - - - - 7
1.6 Scope and Limitations of the Study - - 8
1.7 Significance of the Study - - - - 9
1.8 Definition of Terms - - - - 9
Reference - - - - 11
vii
CHAPTER TWO: LITERATURE REVIEW
8
2.1 Introduction - - - - 13
2.2 Origins of TQM - - - - 13
2.3 Overview - - - - 16
2.4 Total Quality Management - - - - 22
2.5 Elements of TQM - - - 26
2.6 TQM Enablers - - - 28
2.7 Relevance of TQM - - - 29
2.8 Role of Management in - - - 30
2.9 Barriers to TQM - - - 30
2.1 Brief Historical Background of Zenith Bank Plc - 31
Reference - - - 44
CHAPTER THREE:: RESEARCH METHOLOGY
3.1 Research Design - - - 46
3.2 Location of the Study - - - 46
3.3 Sources of Data - - - 47
3.4 Population - - - 47
3.5 Sample Size Determination - - - 47
3.6 Data Collection Instrument - - - 48
3.7 Techniques for Processing and Analyzing Data 50
Reference
viii
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Presentation and Analysis of Data - - 53
9
4.2 Test of Hypothesis - - - 62
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings - - - 68
5.2 Conclusion - - - 69
5.3 Recommendation - - - 69
Bibliography - - - 71
Appendix - - - 73
Questionnaire - - - 74
10
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study:
Today every organization has to study what customer demand is. Who is
our customer? How do we delight our customers? What do customers
wish to experience when dealing with us? What do customers frame in
their mind about us? All these questions should be taken into
consideration hence it is the customer who defines quality (Arora 2006:1).
Quality is fast becoming an essential aspect of banking, and in the coming
years it would form a basic requirement for the survival of the industry. It
is indeed worthy of note that quality needs to be natural through positive
attitude and quality culture in an organisation.
At a time when the deregulation of financial services and consequent ready
access to funds produced a new competitive environment, both the
commercial and merchant banks in the country then were competing with
finance and mortgage houses, insurance companies and stock brokers. The
new competition brought about successes for some and spectacular failure
for others. In the new millennium, banking has gone even beyond
expectation, and for the surviving banks, competition has just began. The
financial service sector has not been immune from or ignored the era of
quality revolution. New products sought initial competitive advantage,
11
new attractive interest rate, turnaround time, all in the bid to attract more
customers. Macdonald (1998:13).
In the service sector, we have non-invertible products. Demand for service
is variable. Service sectors are hospitals, banks, transportation and public
utility e.t.c.
In the early 1990s, there was a sea of change in the banking industry that
sent many Chief Executives of the industry back to the drawing board to
find new ways to compete. At this time, the top management of the
industry learned the fundamental lessons that customers were willing to
pay a price premium for products and services that consistently meet high
standard of quality. Customers now perceive that they have the right to
demand for good services, since they pay for it. As the service industries
are setting promises, all that the customer wants is for the promises to be
kept.
According to Arora (2006:50), Reputation is either built or lost through
satisfying or dissatisfying customers. What does it take to satisfy a
customer today? The customer will have a need which we are trying to
fulfill. This may be weakly articulated or very vague. Either way, it is our
responsibility to identify the need as precisely as possible and meet it. If
we do this, then the customer is satisfied.
12
The loss of a customer can be devastating, although we may be blissfully
unaware of it, each customer who walks away, takes away future years of
repeat revenue.
We do not sell to customers today, they buy. That is, they call the tune,
they have the choice of banking with any bank of their choice (with the
advent of a stable capital base for the existing banks). They will only bank
with a particular bank if that bank makes it easy or special. Excellence in
services can be achieved through ISO 9000, ISO 14000, 18000, TQM, team
work, Quality Assurance. Arora (2006:3).
Customer satisfaction can only be achieved when the bank defines
customer needs from the customer point of view and not from its own
point of view. For this, the customer must be the centre of all the activities
carried out in the organization.
According to Arora 2006.9, quality of a product throughout its lifespan is
total Quality. All personnel of the organization are committed to quality by
doing the right thing the first time and every time by employing the
organization‟s recourses to provide value added quality to the customers.
Total quality accomplishes the business goals by designing and supplying
products and services to achieve customer satisfaction at an economic
level.
13
The term TQC (total quality control) was conceived by A. V. Freignbaum
1983, Japan, TQC later became TQM. It is a corporate business
management philosophy which recognizes that customer needs and
business goals are inseparable. Arora (2008:11).
Management must be able to recognize that TQM will not happen by
accident. TQM is a managed process which involves people, system and
supporting tools and techniques. Quality should begin to permeate
financial institutions as a way of life and it should begin with employee
satisfaction.
TQM, though a recent phenomenon is important in the banking sector. It
has evolved as a management concept out of the need by organizations for
continuous quality improvement and critical importance of increased
profitability and survival in the face of competitive challenges in the
banking industry.
This starts with the customers by learning to identify and meeting their
basic requirements and then empowering staff by giving them the tools
they need to perform excellently.
It is in this regard that this research work is aimed at assessing the practice
of Total quality management by Zenith Bank Plc.
14
1.2 Statement of the Problem:
Banks being financial intermediaries are the backbone of any economic
system involved in channeling funds from those having surplus to those
having its shortage,(Luckett,1994:36). The objective of this fund channeling
is to earn profit. In order to reach maximum number of customers, banks
develop a network of branches. Branches are the points where banks offer
their products. Banking products are almost the same in any country but
what matters is the way the product is offered and the quality aspects
associated with those products. Total Quality Management (TQM), a
buzzword phrase of the modern age is based on the assumption that
quality can be managed in every aspect of a company‟s business. Total
Quality Management is viewed as virtually a new organizational culture
and a way of thinking. So the approach has an intense focus on customer
satisfaction, accurate measurement of every critical variable in business
operations, continuous improvement of products, services and processes
and on work relationships based on mutual trust and teamwork, (Pearce &
Robinson 2005:24).
Total Quality Management is a structured system for satisfying internal
and external customers and suppliers by integrating in the business
environment, continuous improvement, and breakthroughs with
development, improvement, and maintenance cycles while changing the
whole organizational culture,(Cole & Mogab1 999:35). This is the
15
comprehensive approach towards quality management covering all areas
of business.
Like other industries, quality improvement is taking place at a
revolutionary pace in the banking sector, (Rana,2005:15). Keeping in view
the competitive environment in the banking sector where bank officers are
trying their best to offer high quality services to their customers, there is
great need to develop a TQM model for commercial banking branch
operations, highlighting the different departments in the branch and the
application of TQM principles to such departments with proper
assessment of the extent of practice of TQM principles in our chosen bank
of research, which in this case is Zenith bank plc. There is no such
comprehensive model available in the body of knowledge covering all
departments of commercial banking branch.
1.3 OBJECTIVES OF THE STUDY
The objectives of the study are;
1 To ascertain the level the level of awareness of TQM among staff of
zenith bank, Plc
2 To assess the level of adoption of TQM practice by staff of zenith
bank plc
3 To determine the extent to which members of staff are involved in
the practice of TQM in Zenith Bank, Plc
16
4 To identify the major limitations of TQM practice in Zenith Bank,
plc
1.4 RESEARCH QUESTIONS;
The following research questions will be addressed in this Study;
1 what is the level of awareness of TQM among staff of zenith Bank
Plc
2 what is the level of adoption of TQM practice by staff of Zenith bank
plc
3 To what extent are members of staff of zenith Bank plc involved in
the practice of TQM?
4 To what extent does the practice of TQM affect customers service
and care in Zenith Bank Plc?
5 What are the major limitations of TQM practice in Zenith Bank plc?
1.5 HYPOTHESES.
The following hypotheses are formulated for this study;
1 H0; the level of awareness of TQM among Zenith Bank‟s staff is not
high
H1; the level of awareness of TQM among zenith Bank‟s staff is high.
2 H0; the level of adoption of TQM practice by staff of zenith Bank is
not high
H1; the level of adoption of TQM practice by staff of zenith Bank is
17
High
3 H0; members of staff of zenith bank are not involved in TQM
practice to a large extent
H1; members of staff of Zenith Banks are involved in TQM practice
to a large extent
4 H0; the practice TQM does not significantly affect customer service
and care in zenith Bank, Plc.
H1; the practice of TQM significantly affect customer service and
1.6 Scope and Limitations of the Study:
The study will assess the practice of TQM in Zenith Bank Plc , a service
organization. It therefore stands to reason that the principles and practices
this study espouses will be applicable to the service sector only.
Due to economic and time constraints in terms of huge amounts of money
involved in carrying out the study extensively to cover all branches of
Zenith Bank Plc, plus the urgency needed in the early submission of the
research result, the study has been limited to cover only the Zenith Bank
Presidential Road Branch.
The project was also limited by the constraint of securing primary data
from the bank coupled with the lukewarm response from respondents who
had to be persuaded to complete and return questionnaires on time.
1.7 Significance of the Study
18
The research study is useful to Zenith Bank Plc as a means of identifying
and criticizing effectively the knowledge and experiences gained in the
implementation and application of TQM as a newly developed
management technique aimed at achieving higher productivity.
This research will help top management determine the areas in the
organization that needs to be improved upon and adequate measures to be
taken as a means of achieving higher productivity through Total Quality
Management.
1.8 Definition of Terms:
TQM – Total Quality Management
The following are some definitions of TQM:
(i) TQM is a way of managing to improve the effectiveness, flexibility
and competitiveness of a business.
(ii) TQM is an integrated organizational approach in delighting both
external customers by meeting their expectations on a continuous
basis through every one involved with the organizational working
on continuous improvement in all products, services and
procedures along with proper problem solving methodology.
(iii) TQM is an approach for effective management of an enterprise
through forms on its people and processes by organization with
customer driven leadership.
19
(iv) TQM is a fundamental shift, the systematic analysis and blue
printing of operation, process of habitual improvement where
control is embedded within and is driven by culture of the
organization. Managing quality is the job of each and every member
of an organization.
(v) TQM is a cost effective system for integrating continuous quality
improvement efforts of people at all levels in an organization, to
deliver products and services which ensure customer satisfaction.
(vi) TLC another name for TQM.
T - Total customer focus and satisfaction
L - Leadership, setting values, vision, mission, goals, objective
C - Continuous improvement of key processes.
ISO standards: ISO is the international organization for standardization. It
is made up of national standard institutes from countries large and small,
industrialized and developing, in all regions of the world. ISO develops
voluntary technical standards which add value to all types of business
operations. They contribute to making the development, manufacturing
and supply of products and services, more efficient, safer and cleaner.
ISO standards serve to safe guard consumers and users in general, of
products and services.
ISO 9000: ISO 9000 and 14000 are known as generic management system
standards. Generic means that the same standards can be applied to any
20
organization, large or small, what ever its products – independent or
whether it is a product or a service – in any sector of activity.
ISO 9000 is primarily concerned with quality management. The definition
of quality is ISO 9000 refers to all those features of a product or service
which are required by the customer. ISO 9000 is a basic building block of
TQM setting the frame work for a culture that nourishes TQM. It is a
method of maintenance of standards facilitating TQM.
Quality Assurance
Assurance means insurance. Quality assurance means quality insurance.
The main purpose of quality assurance is to assure that the product is fit
for use. In the quality assurance concept, qualified independent auditors
examine the quality of the product and issue a certificate that the product
is fit for use.
Quality is conformance to requirements or specifications or standards. It
can also be defined as fitness for the purpose of use.
REFERENCES
Arora K. C. (2009) Total Quality Management 3rd ed, (Delhi: S.K. Katara & Sons). Cole, W. E., & Moyab. J. W. (1999). TQM in action New Delhi: Beacon Books. Luckett, d.G. (1994) Money and Banking New York: McGraw Hill Inc. Macdonald, John (1998): Quality and the Financial Service Sector: The Journal of
Total Quality: Vol 1, No 2 Pg. 13. Pearce, J.A. & Robinsons, R.B. (2005). Strategic Management, New York: Mc Graw
Hill.
21
Rana, I.A. (2005). TQM Paradigm in banking. Retreived April 4, 2010 from
www.dawn.com
22
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction:
Total Quality Management (TQM) refers to management methods used to
enhance quality and productivity in organizations, particularly businesses.
TQM is a comprehensive system approach that works horizontally across
an organization, involving all departments and employees and extending
backward and forward to include both suppliers and clients/customers.
TQM is only one of many acronyms used to label management systems
that focus on quality. Other acronyms that have been used to describe
similar quality management philosophies and programs include CQI
(Continuous Quality Improvement), SQC (Statistical Quality Control), QFD
(Quality Function Deployment), QIDW (Quality in Daily Work), TQC
(Total Quality Control), etc. Like many of these other systems, TQM
provides a framework for implementing effective quality and productivity
initiatives that can increase the profitability and competitiveness of
organizations.
2.2 Origins of TQM
Although TQM techniques were adopted prior to World War II by a
number of organizations, the creation of the Total Quality Management
philosophy is generally attributed to Dr. W. Edwards Deming. In the late
1920s, while working as a summer employee at Western Electric Company
23
in Chicago, he found worker motivation systems to be degrading and
economically unproductive; incentives were tied directly to quantity of
output, and inefficient post-production inspection systems were used to
find flawed goods.
Deming teamed up in the 1930s with Walter A. Shewhart, a Bell Telephone
Company statistician whose work convinced Deming that statistical
control techniques could be used to supplant traditional management
methods. Using Shewhart's theories, Deming devised a statistically
controlled management process that provided managers with a means of
determining when to intervene in an industrial process and when to leave
it alone. Deming got a chance to put Shewhart's statistical-quality-control
techniques, as well as his own management philosophies, to the test during
World War II. Government managers found that his techniques could be
easily taught to engineers and workers, and then quickly implemented in
over-burdened war production plants.
One of Deming's clients, the U.S. State Department, sent him to Japan in
1947 as part of a national effort to revitalize the war-devastated Japanese
economy. It was in Japan that Deming found an enthusiastic reception for
his management ideas. Deming introduced his statistical process control,
or statistical quality control, programs into Japan's ailing manufacturing
sector. Those techniques are credited with instilling a dedication to quality
and productivity in the Japanese industrial and service sectors that allowed
24
the country to become a dominant force in the global economy by the
1980s.
While Japan's industrial sector embarked on a quality initiative during the
middle 1900s, most American companies continued to produce mass
quantities of goods using traditional management techniques. America
prospered as war-ravaged European countries looked to the United States
for manufactured goods. In addition, a domestic population boom resulted
in surging U.S. markets. But by the 1970s some American industries had
come to be regarded as inferior to their Asian and European competitors.
As a result of increasing economic globalization during the 1980s, made
possible in part by advanced information technologies, the US
manufacturing sector fell prey to more competitive producers, particularly
in Japan.
In response to massive market share gains achieved by Japanese
companies during the late 1970s and 1980s, U.S. producers scrambled to
adopt quality and productivity techniques that might restore their
competitiveness. Indeed, Deming's philosophies and systems were finally
recognized in the United States, and Deming himself became a highly-
sought-after lecturer and author. The "Deming Management Method"
became the model for many American corporations eager to improve. And
Total Quality Management, the phrase applied to quality initiatives
proffered by Deming and other management gurus, became a staple of
25
American enterprise by the late 1980s. By the early 1990s, the U.S.
manufacturing sector had achieved marked gains in quality and
productivity.
2.3 Overview:
Newman & Cowling (2005:43) conducted an empirical study as major
quality improvement initiatives undertaken by two British banks. Tool for
data collection was developed on the basis of SERVQUAL model. The
model measured 10 aspects of service quality: reliability, responsiveness,
competence, access, courtesy, communication, credibility, security,
understanding or knowing the customer and tangibles. It measured the
gap between customer expectations and experience. The study indicated a
considerable improvement in service quality and that was evidence in
support of the SERVQUAL model.
A TQM study by Burton & Philip (2005:15) discovered if the organization
had a track record of effective responsiveness to the environment, and if it
had been able to successfully change the way it operated, the TQM will be
easier to implement. Implementing TQM essentially involved
organizational transformation: beginning to operate in new ways,
developing a new culture. The study also concluded that implementation
of TQM would inevitably face resistance, to be addressed directly by
change agents coming up according to the expectations of external
customers. The study concluded that leadership styles and organizational
26
culture must be congruent with TQM. TQM is a powerful technique for
unleashing employee creativity and potential, reducing bureaucracy and
costs, and improving service to clients and the community.
Saffran & Vogt (2006:45) studied the implementation of quality
management system based on ISO 9000 at Deutsche Bank AG. To establish
the quality system, a structural plan was divided into four steps:
Determination of tasks and responsibilities; studies; implementation and
certification. A major component of the second step was the quality
manual, the creation of which followed three guidelines: simple language,
understandable illustrations, and focusing on the essentials. Guidelines for
this documentation included: outcome-based planning, uniform methods
of describing procedures, readability and employee focus. Documentation
was the basis for evaluation during the registration audit, which found no
nonconformities. Therefore, Deutsche Bank earned a three-year registration
without limitation. Implementation of the quality management system cost
Deutsche Bank about 3,975,000 DM, not including registration costs.
Benefits of implementation included improved clarity and motivation for
employees, increased customer satisfaction, and higher productivity.
Success of the Deutsche Bank quality system initiative was based on factors
such as employee involvement, open communication, customer
orientation, and flexibility in adapting the system to new requirements.
27
Edwards & Smith (2001:12), conducted a research on TQM in Banking
focusing on quality performance standard setting, measuring and
monitoring. The study concluded that customer care programs, action
teams and improved communications were the first step; the next step in
maintaining the competitive edge was the establishment of quality
performance standards, and devising systems for measuring and
monitoring their effectiveness. The best way to institute quality into an
organization, particularly a bank, was to train employees to do their job
better through a top down training structure.
Brah et al. (2000:23), conducted a research on TQM and business
performance in service sector in Singapore. Clear evidence was found that
TQM implementation improved business performance in the service sector
of Singapore. The study found that while accrued benefits could be
attributed to some of the tools of TQM, such as, customer focus and quality
improvement rewards, the key to the success of TQM lied in its intangible
and behavioral features such as top management support, employee
empowerment and employee involvement.
A TQM study by Tsang & Antony (2001:13) analyzed TQM practices in
UK. The results focused on 11 critical factors of quality management.
Continuous improvement, teamwork and involvement, customer focus,
top management commitment and recognition, training and development,
quality systems and policies, supervisory leadership, communication
28
within the company, supplier partnership or supplier management,
measurement and feedback and cultural change. It was found that
customer focus is the most successful driven factor for TQM programs in
UK service organizations.
Joseph (2001:36) examined the implications of Total Quality Management
approaches for various manufacturers in the State of Maine, USA.
Information was gathered through a written questionnaire. The research
utilized various quality tools such as measurement of external customer
satisfaction, employee involvement and team building. The data strongly
indicated that the larger firms were more likely to have a quality initiative
in place. The study suggested further areas of inquiry, indicating a need for
additional information and including training for small firms regarding
application of a quality program.
Zia ul Haq (2005:23) conducted a study on TQM Implications in Financial
Sector, focusing on change management issues that addressed quality
management practices in the service sector, difficulty in taking a holistic
approach to Total Quality Management (TQM) implementation in the
service environment, and the challenges of delivering organizational
reform through TQM. The study employed a quasi -qualitative case study
methodology. Twenty service companies from health care, insurance,
consulting, banking and financial services were studied over a period of
two years to assess their change management practices for implementing
29
TQM. The study found that unrealistic expectations of employee
commitment, absence of process focus, lack of information flow, holes in
education and training and failure to create a continuous improvement
culture contributed significantly towards failure. The study concluded that
when real and actual approaches to change management follow academic
models and techniques of change management, the ability to develop and
implement organization-wide change progresses more smoothly.
Gupta (2005:45) conducted a study on Quality Management in service
firms: sustaining structures of total quality service. The research proposed
a conceptual model may be developed that may be used in understanding
the relationships between sustaining structures that support the total
quality service (TQS) philosophy and customer satisfaction. Integrating the
SERVQUAL instrument and other work in the service quality literature,
especially the Deming management model, the investigation developed a
model for understanding the interactions between customer satisfaction
and sustaining structures. This model developed three constructs:
leadership, organizational culture and employee commitment, which are
very important in achieving total quality service objectives. The proposed
model linked these three constructs with business processes and total
quality service. This study provided an important conceptual framework
for evaluating the relationships between customer satisfaction and
sustaining structures.
30
Samat & Saad (2006:12) conducted a study on TQM practices, service
quality, and market orientation. The main purpose of this study was to
explore the relationship between Total Quality Management (TQM)
practices and service quality as well as the relationship between TQM
practices and market orientation. Structured questionnaires were
distributed to managers of 175 service organizations in the northern region
of Malaysia. The results showed that employee empowerment, information
and communication, customer focus, and continuous improvement had a
significant effect on service quality whereas only employee empowerment
and customer focus had a significant effect on market orientation.
The review helped the researcher in developing the understanding that
• After the successful implementation of TQM in manufacturing, it is
now the turn of service industry.
• TQM implementation is a cultural change aiming at employee
creativity, reducing costs and improving services to clients and the
community.
• Success of TQM program in financial sector is associated with
strong leadership emphasizing strategic and tactical planning.
• The top-down training programs need to be started in order to
attain desired quality level in banking industry.
• Service quality standards in banking sector need to be set logically
first then their measurement and controlling requires attention.
31
• TQM implementation with commitment of top management and
employee empowerment improved customer services successfully.
• TQM application is possible in larger firms as they have established
processes and procedures, further the academic TQM models along
with the techniques of change management facilitate organization
wide change progress. In this scenario, the customer becomes the
focus and the most successful driven factor for TQM program in
banking sector. There is a need to develop a TQM conceptual
framework for application to real life banking business. What could
be a TQM Model equally applicable in all commercial banks for
their branch banking operations?
2.4 Total Quality Management Model Bank:
Literature review indicates that whatever model is available in order to
measure quality implementation is either about management and
employees or quality issues related to customer services. And they are
general in nature. The proposed model combined simultaneously:
a. TQM principles Nagware et al (2006:42).
b. Branch banking departments: Account Opening, Funds Transfer,
Cash, Lockers, Foreign Trade, Advances, Accounts and Admin, and
Customer Services.
c. Attributes of service quality presented by Zeithaml & Bitner
(1996:18).
32
2.4.1 Department-wise Application of the TQM Model to Commercial Branch
Banking Operations
The Leadership in Commercial Branch Banking
Branch Manager is the leader, responsible for the smooth running of day to
operations and also for the business growth at branch level. He should
present himself as a dedicated and committed role model to be followed by
other staff members. He should be able to
• motivate staff for quality services;
• encourage innovation
• promote group decision making and
• supervise the satisfaction level of both internal and external customers.
Account Opening Department
The Officer In charge of Account Opening Department is responsible of
opening new accounts and activating the dormant ones. He should be able
to
• serve the customers promptly;
• make the account opening process the pleasant experience
• exercise relationship marketing
• leave no stone unturned to satisfy customers
• Efficient record keeping and
• Error free processing.
33
Accounts Department
The Officer In charge of Accounts Department is responsible for book
keeping (profit/loss accounts, accruals, depreciations etc.) of the branch
transactions and also for budgetary aspects. He should be able to
• base his work on facts which means having more realistic approach
towards branch activity and business growth;
• develop procedures resulting full monitoring and control over
branch activity; and
• manage records efficiently
Remittances (Inwards and Outward), Clearing and Collections (Inward
and Outward).
The Officer In charge of Remittances Department is responsible for
processing customer‟s requests for funds transfer. He should be able to
• maintain efficient documentation
• Speedy and error free processing
• serve customers with smile
• Reply promptly to corresponding branches and Head Office and
• adhere to laid down procedures of Central Bank
Cash Department
The Officer In charge of Cash Department is responsible for cash receipts
and payments. He should be able to
34
• serve customers with smiling face and due courtesy
• process cash receipts and withdrawals accurately and efficiently
• make additional arrangements on cash tills in case of long queue
and
• dispose off excess cash on hand as per the laid down policy of the
bank converting the non performing asset into a profit generating
one.
Term Deposits – Issuance and Encashment
The Officer In charge of Term Deposits is responsible for the issuance and
encashment of Term Deposits. He should be able to
• process the applications timely
• Exercise due vigilance while disbursing profit on deposits
• Work on the processes and procedures to lessen the time required
for the issuance and encashment of term certificates and
• zero defect production.
International Trade and Credit Operations
The Officer In charge is responsible for Import, Export and Credit
Operations. He should be able to
• follow the relevant industrial bench marking;
• Work with required professional autonomy and spontaneity;
• improve continuously procedures for quicker and accurate
processing of transactions;
35
• Timely deliver debit – credit advice to customers; and
• update the departmental processes and record keeping according to
latest international industrial practices.
Diagnostic Nature of the Proposed Model
The proposed model is diagnostic in nature and has the capacity to
diagnose problems in the following areas:
• While taking the model as operationalization of TQM in banking,
the level of implementation may be checked with an appropriate
scale.
• The model may be taken as an independent variable. Strict
adherence to TQM principles may lead towards higher customer
satisfaction (dependent variable) and financial performance
(dependent variable).
2.5 Elements of TQM:
Following are the elements of TQM
i. Top management has to demonstrate its commitment to TQM and
provide strategic direction to the movement – strategic outlook.
ii. Customer involvement/satisfaction, customer driver‟s quality
iii. Shares vision (suppliers/Vendors, Employees, Employer)
partnership.
iv. Teamwork consensus.
v. Process orientation – Process ownership.
vi. Continuous quality improvement attitude
vii. Products and services to be delivered at lowest social cost.
36
viii. Cultural change at all levels
ix. Value based decision making
x. System thinking has to be developed.
xi. Innovation is must for survival
xii. Employees Empowerment.
Criteria TQM Approach
i. Orientation Improvement of means
ii. Improvement Workforce skill, motivation, innovation
iii. Emphasis Quality, productivity, process performance
iv. Strength Knowledge, adaptability, flexibility, change
v. Motivation To build competence
vi. Driving force Truth, beauty and God
vii. Mindset Process oriented
viii. Strategy Proactive, dynamic, continuous change
ix. Organization Rational networking
x. Long term effect
System optimization
Management by facts, suggestions for improvement
challenge workforce
sustained achievement
TQM
Business process Re-engineering
Technology Process improvement
37
2.6 TQM Enablers:
TQM enablers are:
i. Turn employees from skill holders to disseminators
ii. Emphasis process
iii. Get people to perform machine centered activities with full quality
focus.
iv. Measure key parameters of all activities.
v. Use technology efficiently
vi. Build in continuous learning and improvement process.
vii. Get the workforce to manage himself.
viii. Use cross-functional people and cross-functional teams.
ix. Use customers and competitors to drive all decisions.
x. Use sincerity and trust as a basis for all dealings. Saying = doing.
xi. Deploy the whole work-force
xii. Use scientific methods
xiii. Benchmarking data
xiv. Use facilitation mediate structure
xv. Compensate for weakness inherent in culture
xvi. Maintain at all times, focus on objective to satisfy the customers
better than competitors do.
38
2.7 Relevance of TQM:
TQM is needed
i. For the development of the best organization
ii. To build a happy bright place
iii. To display human capabilities fully by drawing infinite possibilities.
iv. To reduce cost continuously
v. To improve quality continuously
vi. To develop problem solving skill
vii. To develop organizational transparency
- Customer managed corporation, customer aided design
- Middle up down management, Kansi engineering.
viii. For cognitive competitiveness, cognitive quality of work, social
democratic quality, met-cognitive organization, democratic,
scientific management etc.
ix. For fuel saving
x. For cleanliness, lesser space utilization, better housekeeping;
xi. For orderliness, improvement in system
xii. For standardization of work routine and quality process
xiii. To reduce inventories
xiv. To decrease the receivable debtors
xv. For the respect of humanity.
39
2.8 Role of Management in TQM:
First of all management should be educated, trained in TQM. If
management agree to implement TQM then it is possible to implement
TQM.
Requirement Criterion of TQM is concerned with increasing management‟s
physical and financial control over procedures, documentation, systems of
people.
Management continues to adopt inconsistent approaches such as
attempting to control costs and employees while espousing the importance
of the customers and the need for a trust based culture.
2.9 Barriers to TQM
Following are barriers to TQM:
a. Failure to appreciate TQM as a cultural revolution.
b. Failure of top management to have a long term vision. Excessive
emphasis on the short run.
c. lack of exemplified top management commitment.
d. Fear of senior Management losing control.
d. Lack of Z theory application. In Z theory, there is an in depth trust
and understanding among the employees of an organization. They
have a common heritage and cultural background. Everyone in the
organization trusts every other person. Trust has in depth
40
understanding of their fellow employees (subtlety), has a common
heritage and cultural background (intimacy). The use of ideal goals,
the focus in people, work directly on manufacturing the product
and the need for continuous improvement is needed.
f. Lack of employees commitment.
g. Attempting to produce at capacity
h. Outdated accounting system.
2.10 Brief Historical Background of Zenith Bank Plc.
2.10.1 Corporate Profile:
Zenith Bank Plc is one of the biggest and most profitable banks in Nigeria
with total assets of N1.66 trillion as at the end of December 2009.
The bank was established in May 1990 and started operations in July same
year as a commercial bank. It became a public limited company on June 17,
2004 and was listed on the Nigerian Stock Exchange on October 21, 2004.
The bank presently has a shareholder base of about one million, an
indication of the strength of the Zenith brand.
The operating results of the bank since it went public in 2004 indicate an
impressive performance on all parameters. Total assets grew by 759 per
cent from N193.3 billion as at the end of June 2004 to N1.66 trillion in
December 2009. Within the same period, shareholders funds rose from
41
N15.6 billion to N337.8 billion, indicting an increase of 2065 per cent while
total deposit jumped by 830 per cent from N131 billion to N1.2 trillion.
Recent financial performance has been equally impressive with results for
the fifteen months ending December 2009 showing gross earnings of N277
billion and profit before tax of N35 billion. Profit after tax for the period
was N20.6 billion.
Operating from its head office located at 87, Ajose Adeogun Street, Victoria
Island, Lagos, Nigeria, with over three hundred and fifty (350) branches
and business offices nationwide, Zenith Bank has presence in all the state
capitals, the Federal Capital Territory (FCT) as well as major cities and
towns in Nigeria. The bank also maintains a strong presence along the
West Africa Coast with subsidiaries in Accra, Ghana (Zenith Bank, Ghana),
The Gambia and Freetown, Sierra Leone (Zenith Bank Sierra Leone) as well
as in Europe through Zenith Bank UK Limited. This is addition to a
representative office in Johannesburg, South Africa.
At Zenith Bank, speed, efficiency and flexibility are abiding watchwords.
The bank‟s customer-focused approach to service delivery consistently
reinforces its value creation processes towards assisting customers in
achieving their goals and aspiration. The bank has over the years
strategically invested in and deployed cutting edge technology and
infrastructure of improve service delivery. At Zenith Bank, products and
42
services are designed to suit the demands of corporate and individual
customers. The expertise developed over the years enables Zenith Bank to
provide efficient financial services including but not limited to, Corporate
and Commercial Banking Services, E-business Solutions including local
and international cards, Treasury and Cash Management Services, Foreign
Exchange and Trade Finance Services, Funds/Assets Management, Private
Banking, Investment Banking and Financial Advisory Services.
The bank‟s array of specialized financial services is delivered through its
subsidiaries, including Zenith Capital (the investment banking arm);
Zenith Securities Limited (a securities trading and asset management
company); Zenith Registrars Limited (share registration services); Zenith
General Insurance Company Limited (an insurance and risk underwriting
company) and Zenith Pensions Limited (a pension‟s custodian
management company).
Zenith Bank has pioneered several e-products and services to satisfy the
yearnings of its teeming customers. Such products include Zmobile, a
service which allows customers transact their banking businesses using
their mobile phones. Alertz, a message alert system which enables
customers monitor all transactions on their accounts via short text
messages delivered to their mobile phones. For Zenith Bank excellent
service delivery and development of superior asset quality, strong capital
base, professionalism and corporate governance have provided the
43
grounds for consistently high returns to stakeholders. The bank maintains
sound corporate governance culture in line with global best practices.
The impressive growth pattern and performance over the years have
earned Zenith Bank excellent ratings from local and international agencies.
Standard and Poor‟s currently rates the bank ngA/-/ngA1 on Nigeria
National Scale and B+/Negative/B on counterparty Credit Ratio. Fitch
Ratings currently rates Zenith Bank AA-(nga) on National Scale and
B+/Long-Term IDR.
In January 2009, Zenith Bank was named „Best Bank in Private Banking in
Nigeria‟ (2009) by Euro money. The bank was also named „Best Bank in
Nigeria‟ for 2008 by the same publication. It also emerged the „Best Global
Banking Champion‟ at the 2009 This Day Award for Excellence. Also in
January 2009, the bank was adjudged the „Most Customer-focused Bank in
Nigeria (corporate) from a survey conducted by foremost consulting firm,
KPMG. The survey, which focused on corporate customers of banks,
including companies in a variety of sectors, found that they were most
satisfied with the services rendered by Zenith Bank. In June 2009 Zenith
Bank was recognized as the bank with the „Best Asset Quality in Nigeria‟
by Financial Standard newspaper. Earlier in October 2008, Zenith Bank
was named Africa‟s Best Global Bank by the African Banker at an
impressive ceremony held at the IMF/World Bank meeting in Washington
44
DC. In 2007, Zenith was recognized by the Council of the Nigerian Stock
Exchange (NSE), as the „Quoted Company of the Year‟.
2.10.2 Corporate Strategy:
Over the years the Zenith branch has become synonymous with the use of
information and Communication Technology (ICT) in banking and
generally increasing the performance standards in the Nigerian banking
industry. The bank‟s main service delivery channels remain its business
offices (branches and cash offices), which currently stand at over 300 while
also offering electronic banking services and channels, such as internet
banking, bills payment platforms, and telephone banking services
amongst others. These business offices are located in prime business and
commercial cities in each state of the federation and they are easily
accessible to the 22 Central Bank of Nigeria‟s clearing zones all over
Nigeria.
Within the first decade of commencing operations, the bank made its mark
in profitability and al other performance indices in Nigeria and has
maintained this position to date, just behind other banks that commenced
businesses several decades ago.
Vision and Mission
From inception, Zenith Bank clearly set out to distinguish itself in the
banking industry through its service quality, drive for a unique customer
45
experience and the caliber of its customer base. Today, it is easily
associated with the following attributes in the Nigerian banking industry:
Innovation
Good financial performance
Stable and dedicated management team
Highly skilled personnel
Leadership in the use of information and communication
technology
Strategic distribution channels
Good asset quality.
The Vision
“… to build the Zenith brand into a reputable international financial
institution recognized for innovation, superior customer service and
performance while creating premium value for all stakeholders”.
The Mission
“… establish a presence in all major economic and financial centre‟s in
Nigeria, Africa and indeed all over the world; creating premium value for
all stakeholders”.
The key strategies used to drive the vision above are as follows:
Delivering superior service experience to all our customers at all
times.
46
Develop deeper and broader relationship with all clients and strive
to understand their individual and industry peculiarities with a
view to developing specific solutions for each segment of our
customer base.
Optimally expand our operations by adding new distribution
channels and entering into new markets where opportunities exist.
Maintain our position as a leading service provider in Nigeria,
while expanding our operations internationally in West Africa and
the financial capitals of the world.
Strive to be a leading service provider in Nigeria by continuing to
build on longstanding relationships, capabilities and the strength of
our brand and reputation.
Expand our business through the establishment of key subsidiaries
for the provision of non-bank financial services to accentuate the
service offerings and experience of our customers.
Continually enhance our processing and systems platforms to
deliver new capabilities and improve operational efficiencies and
achieve economies of scale.
2.10.3 Excelling Through Excellent Service Delivery
Zenith Bank, from inception places a high premium on the pivotal role of
exceptional service delivery in its drive to consistently exceed customer
expectations. Thus, the bank has not only put in place appropriate
47
strategy to meet and surpass customer expectations, but also ensures that
such a strategy is being constantly honed and fine-tuned in line with the
changing taste and sophistication of the customer. The underlying
philosophy is for the bank to remain at all times, a customer-focused or
customer-centric organization, with a clear understanding of its market
and environment.
The vision had at various times in the life of the bank, led to assigning
critical and pervasive roles to Total Quality Management (TQM),
Customer Service Ambassadors, Operation Service Excellence Teams
among others. Thus, at all times, all structures and processes are fashioned
to drive consistent improvement in the quality of service delivery. Any
lapse at any stage of the service delivery chain is viewed seriously as
„service obstruction‟ and attracts appropriate sanction.
Zenith Bank, as a child of the „Information Age‟, laid the foundation of its
structures and processes on cutting-edge Information and
Communications Technology (ICT) infrastructure. This ensures that every
operation/transaction is carried out via a medium that makes for speed,
utmost flexibility, accuracy and convenience for the customer. Thus, in
Zenith Bank, all activities are anchored on the E-platform, ensuring service
delivery through the electronic media to all customers irrespective of
place, time and distance. This has aided the achievement and sustenance
48
of deeper and broader relationship with all clients, the peculiarities of their
individual or industry needs not-withstanding.
Today, Zenith Bank has taken customer satisfaction to a height where
encomiums, accolades and laurels come in droves as testimony to
exceptional quality of the bank‟s services. Thus, a recent industry-wide
survey conducted by KPMG Professional Services on customer service
quality among Nigeria banks, showed Zenith Bank as the “Most
Customer-focused Bank” in the country. This goes to affirm a tradition of
superior services quality that has become a heritage of Zenith Bank.
As a pathfinder in ICT-enabled banking in Nigeria, Zenith Bank has
leveraged its in-depth understanding of the local business environment
and global financial markets to develop unique e-solutions to meet specific
customer needs. The unique deployment of ICT to customer service
delivery has made the Zenith franchise synonymous with e-banking.
2.10.4 Zenith bank’s E-products
The bank‟s e-products range covers virtually all services and fall into three
broad categories:
- Payment/collection solutions
- Card solutions and
- Reporting tools
49
2.10.4.1 Payment/Collection Solutions:
Electronic Point of Sale, an alternative electronic funds collection
channel for customer – merchants who currently collect cash for goods
and services.
Sal-Pay Solutions for our corporate customers who do not require
multiple levels of authorizers to effect their employee salary payments.
Zenith ATM is an electronic payment platform for basic banking
transactions.
Zenith Flow line Application is an automated cheque writing solution
that eliminates physical cheque writing thus enhancing corporate
payment system.
Zenith Automated Direct Payment System (ADPS) is an electronic
payment solution for corporate customers that eliminate manual
writing of many cheques and the associated delays.
Zenith Corporate Pay is a product for corporate customers to handle all
classes of payments including salary, multiple utilities payments and
payments to third parties generally.
Zenith Mobile Commerce: with the use of the mobile phone, customers
can perform various financial transactions on-line such as:
- Airtime purchase
- Banking
- Bill payment
- GSM postpaid
50
- Pay DSTV etc.
This service is made available to customers currently on the ETRANZACT
platform.
2.10.4.2 Card Solutions:
E-transact Card is an online card for use not only on Point of Sale (POS)
and internet but also mobile phones.
Zenith Swift pay is a payment solution on which the key distributor
schemes are anchored. The product is targeted at manufacturers and
their key distributors.
Zenith Automated School Solutions is an electronic solution through
which students‟ administration and registration procedures are
captured seamlessly and efficiently. The product is deployed in
partnership with our technical partners, Socketworks Limited.
Z-SAVE CARD is an online debit/Photo ID Card for Zenith savings
account holders. It is an electronic means of withdrawing money,
making purchases and checking balances in an account. It can be used
to make payments or withdrawals from any of the channels on the
Interswitch network – ATM, POS and Web channels.
Zenith Credit Card is a member of the Master Card brand for Zenith
account holders, offering an approved line of credit with up to 45 days,
interest free. There are three main categories: CLASSICRED, GOLD
and PLATINUM.
51
Zenith Charge Card, another member of the Zenith MasterCard family
created for non-Zenith account holders and having the same benefits of
a credit card except that it requires collateral.
Web Surfer Card is a MasterCard brand exclusively for internet
payments. It is a prepaid reloadable card for use only on the internet,
providing extra security for Zenith card holders.
Zenith Travelex Cash Passport is an electronic replacement of the
traveler‟s cheque the way you know it!
Zenith Easy Card is an online debit card for Zenith bank current
account holders, providing an electronic platform for all types of
payment and ATM withdrawals on the Interswitch network.
V-pay Card is a local VISA debit card with the same characteristics and
features as our EasyCard
EasyPay/Easy Trade is a special merchant service for customers
(merchants) who want to collect electronic funds for their goods and
services via the web.
2.10.4.3 Reporting Tools
Zenith Notification Suite is a wide range of electronic notification solution
which includes the following:
i. Notification of withdrawals and deposit transactions
ii. Notification of deposits only
iii. Other transaction notifications
52
Shipping Documents
BC Notification Bills for Collection
LC Notification Letter of Credit
Form M Notification (Approval & Scanning Stage)
RAR Notification (Risk Assessment Report)
Monthly Statements Notifications
The notifications are delivered via email or mobile SMS technologies.
Zenith Internet Banking affords customers a wide range of transaction
activities which include the following:
Check account balances and access transaction history
Cheque book and Draft request
View and download account statements.
Cheque Confirmation
View real time transactions activity especially for corporate customers
Bulk Payment (one to many)
Download monthly statements
Self to self transactions
Inter (You to anybody in Zenith); Intra (You to You)
Bill payment
View Master Card transactions
Zenith Telelink and Mobile banking products anchor our range of mobile
banking transactions and enquiries using both land and mobile phones.
53
REFERENCES Antony, J. (2006). Six sigma for service processes. Journal Business Process
Management, 12 (2). Bhatia, L., & Goyal, N. (2002). Improving financial services through TQM: A case
study. New York: Best Practices Report. Brah, A. S. et al. (2000). TQM and Business Performance in Service Sector.
International Journal of Operations and Production Management, 20 (11). Burton, G. et al. (2005). TQM and organizational change and development. Albany,
New York: Rockfield College Press. Cole, W. E., & Mogab, J. W. (1999). TQM in action. New Delhi: Beacon Books. Edwards, S., & Smith, S. (2001). TQM in banking. The TQM Magazine (Vol. 2). Gupta, A. et al. (2005). Quality management in service firms: Sustaining structures
of total quality service. Managing Service Quality, 15 (4), 389-402.
Janakiraman, B., & Gopal, R. K. (2006). Total quality management: Text and cases.
New Delhi: Prentice Hall of India Pvt. Ltd. Joseph, J. M. (2001). Productivity and total quality management: Application in
Maine manufacturing. The University of Maine, 3 (1).
K. C. Arora (2009) Total Quality Management 3rd Edition New Delhi S.K. Sataria
and Sons. Luckett, D. G. (1994). Money and Banking. New York : McGraw Hill Inc. Montes, F. J. et al. (2003). The analysis of the relationship between quality and
perceived innovation: The case of financial firm. Journal Industrial Management and Data System, 23 (8).
Newman, K., & Cowling, A. (2005). Service quality in retail banking. International
Journal of Bank Marketing, 14 (6).
Ngware, M. W. et al. (2006). Total quality management in secondary schools in
Kenya. Quality Assurance in Education, 14 , 339-362.
Pearce, J. A., & Robinsons, R. B. (2005). Strategic management. New York: McGraw
Hill.
54
Rana, I. A. (2005). TQM paradigm in banking. Retrieved April 4, 2007, from www.dawn.com.
Management at Deutsche Bank AG; Management Systems, Inc., Wilmette, IL.
Annual Quality Congress, 53(0). Retrieved October 1, 2007, from http://qic.asq.org/perl/search.pl? item=10793.
Saffran, N., & Vogt, U. (1999). Case study; ISO 9000; Implementation; Quality
system; Total Quality Samat, N. et al. (2006). TQM practices, service quality and market orientation.
Journal Management Research News, 29 (11).
Sarang, S. (2005). The implementation of TQM in retail banking sector. University of
Johannesburg, South Africa. Saunders, A. (2000). Financial institutions management – A Modern Perspective. New
York: McGraw Hill Inc. Sinkey, J. F. (1998). Commercial banking financial management. New Jersey: Prentice
Hall Inc. Tsang, H. Y. J., & Antony, J. (2001). TQM in UK Service Organizations. Managing
Service Quality.11 (2). Zenith Bank Plc, Group Annual Report and Financial Statement 2009. Ziethmal, A. V., & Bitner, M. J. (1996). Services Marketing. Singapore: McGraw Hill Inc.
55
CHAPTER THREE
RESEARCH METHODOLOGY
In this chapter, the methodology of this study is stated and explained. This
includes the research design sources of data and method of data
presentation and analysis
3.1 Research Design
Research design is the strategy or approach adopted in conducting a
scientific inquiry. It is the plan type of scientific inquiry to be conducted. In
this study, the descriptive survey research method was adopted. The
survey approach involves studying a sample of elements taken from the
study population for the propose of primary collection
The method was considered appropriate since data would be collected
Through personal contact with those concerned with the study. Such data
best address the research questions
3.2 Location of Study
This study was carried out in zenith Bank of Nigeria, plc presidential Road,
Enugu.
3.3 Sources of Data
Data were sourced from both primary and secondary sources.
56
a) Primary sources:
These are sources of data collected through questionnaires and oral
interview. They are original data which have not been used or
published in any previous studies. The primary sources were, thus,
the respondents to the questionnaires.
b) Secondary sources:
These are sources of data that are second-hand. Such data are not
original because they have been used or emanate form previous
studies. The sources include textbooks, journals and other published
work.
3.4 Population
This consisted of management and staff of Zenith Bank plc,Enugu
metropolis. The present total number of staff is three hundred (300).
3.5 Sample Size Determination
The sample size can be determined statistically or by the rule of thumb. For
the Purpose of this research, the sample size was determined by using the
statistical formula shown below;
N = N 1+N(e)2 Where n = Sample size
N = Total population of the bank staff.
1 = constant Figure
57
e = Level of significance
let e = 0.016
therefore:
n = 324 1+324(0.05)2
= 324 1+324(0.00025)
= 324 1+ 0.081
= 324 1.081 = 299.7
Approximately, a total of three hundred (300) questionnaires were
distributed to different categories of staff and department, out of which 270
were completed and returned which represents 90% of the total
questionnaires product. Out of the 270 questionnaires that were returned 7
was rejected due to wrong completion. Thus, only 263 questionnaires that
were properly filled were used in the analyses.
3.6 Data Collection Instruments
Questionnaires:
The principal instrument of data collection for this research work is the use
of carefully designed questionnaire. The questionnaires probed into the
demographic variable of the respondents like sex age educational
qualification, marital status and present status in the organization. The
58
respondents names were not required in order to eliminate the fear of
being victimized should the respondents views be against the management
or the immediate boss. This aspect constituted section A of the
questionnaires.
Section B of the questionnaires was carefully designed taking cognizance of
the hypothesis of this research work. The “Yes/No” type of question and
“open ended” question were asked. The first type gave the respondent to
express their objectives and sincere opinion about certain issues in order to
enhance the validity and reliability of answers to open-ended questions
and coding them so as to enhance its analysis in the computer.
Furthermore, in order to check the sincerity of respondents, many counter
check question were included. The researcher, therefore, has no doubt on
the validity of answers given thus a reliable data. The questionnaires used
for this study is the appendix.
Personal interview:
Apart from the questionnaires distributed to all categories of staff, the
researcher also designed discussion question for top managers and
members of management staff of the bank such as the Branch Head and
Head of Operations etc in order to have their views on hypothesis related
issues like the effects of Total Quality Management on the operations of the
bank since its employed. The result of the personal interview brought to
59
focus the management attempts to solving various problems associated
with the implementation of Total Quality Management (TQM) system in
the bank.
From the foregoing, what will be presented and analyzed in the next
chapters (i.e chapter 4 and 5) will serve as an ideal objective, valid and
reliable research output capable of standing the test of time.
3.6 Techniques for Processing and Analyzing Data
The data received will be analyzed by the use of computer, principally
because of the error associated with manual method of analyzing data.
Thus a reasonable degree of accuracy is guaranteed.
The method of analysis would be based on descriptive statistic using
percentage to express and analyze the collected data. The percentage of
responses give to each question would be calculated and this would form
bases for analyzing the questionnaire. The percentage will indicate the
degree to which the measurement variable answers the research questions.
The last five years financial summary if the bank starting from year 2008 to
year 2011 shall be presented to reveal the financial performance of the bank
since the adoption TQM.
However, for some information that could not be expressed in percentages
such as some replies received during the interviews, notes and narratives
would be used to analyze such information.
60
The chi-square statistic method will be used in testing the hypotheses
where necessary. The researcher is of the opinion that these three methods
of statistical analysis shall bring to bear the subject matter of the study and
invariably guarantee users of the information and recommendation a
certain degree of confidence.
The chi-square (x2) techniques involves using observed and expected data
to compute the value of X2 as follow;
X2 = ∑ (Oi - Oe)2 Oe
Where Oi = Observed data
Oe = Expected data
The computed X2 would then be compared with its critical value
Determined at 5% significance level and an appropriate degree of freedom
(df)
Decision – Rule
Reject H0 and accept H1 if the computed value of X2 is more than its critical
value, and vice versa.
REFERENCE
Azika N, (1997) “Research Methodology in the Behavioral séances” (Lagos Longman
Nig Plc)
61
Onwe, O. J.(1998): Element of Project and Desertification Writing A Guide to
Effective Desertification Report (Lagos: Impressed Publishers.)
62
CHAPTER FOUR
DATA PRESENATION AND ANALYSIS
In this chapter, the researcher presented and analyzed the data collected through
administration of questionnaires and also tested the hypotheses formulated in
chapter one.
4.1 Presentation and Analysis of Data
Table 4.1 Distribution and return of questionnaires
S/No Options Frequency Percentage
1 Total Distribution 300 100
2 Total Returned 270 90
3 Total Not Returned 30 10
4 Total Discarded 7 2.3
5 Total Analyzed 263 87.6
Source: Field Survey 2012
Table 4.1 shows that 90% of the total questionnaires distributed were returned.
10% were not returned. 2.3% were discarded due to mutilation and illegibility.
Thus, 87.6% of the distributed questionnaires were analyzed.
Table 4.2 Sex Distribution of Respondent
Options Frequency Percentage
Males 180 68.5
Female 83 31.5
Total 263 100
Source: Field Survey 2012
63
From table 4.2, it can be seen that 68.5% are males while 31.5% were females. This
implies that more males than females were randomly taken into the study.
Table 4.3 Age Distribution of Respondents.
Options Frequency Percentage
Under 20 years 0 0
20 – 29 years 29 11.0
30 – 39 years 60 22.8
40 – 49 years 98 37.3
50 – 59 years 76 28.9
60 years and above 0 0
Total 263 100
Source: Field Survey 2012
With respect to the ages of the respondents the table indicates that none was less
than 20 years old. 11% were within 20 – 29 years age bracket 22.8% were within 30
-39 years of age. 37.3% were within 40- 49 years of age. 28.9% were within 50-59
years old while none were up to 60 years or above. This implies that most of the
respondents were within years 40-49 age bracket.
Table 4.4 Marital Distribution of respondents
Options Frequency Percentage
Single 98 37.3
Married 150 57.0
Others 15 5.7
Total 263 100
Source: Field Survey 2012
64
Table 4.4 indicates that 37.3% were single. 57% were married while others
constituted 5.7%; these included divorcees, widows and widowers.
This implies that most of these respondents were married
Table 4:5 Educational Distribution of Respondents
Options Frequency Percentage
F S L C 0 0
W A SC/ Equivalent 0 0
NCE/ OND 29 11.0
HND / First Degree 143 54.4
Masters Degree 76 28.9
Others 15 5.7
Total 263 100
Source: Field Survey 2012
From table 4.5, it can be seen that none held only first school learning certificate or
SSCE. 11% held NCE or OND, 54.4% held HND or First Degree in various
disciplines. 28.9% held Masters Degree in various disciplines, while 5.7 % held
other professional qualifications.
65
Table 4.6 Categories of Respondents
Options Frequency Percentage
Management 53 20.1
Supervisory 60 22.8
Other senior 83 31.6
Junior staff 67 25.5
Total 263 100
Source: Field Survey 2012
Table 4.6 shows that 20.1% were management staff. 22.8% were supervisory staff.
31.6% were other senior staff while 25.5% were junior staff.
Table 4.7 Responses on awareness of TQM practice in the bank
Options Frequency Percentage
Yes 263 100
No 0 0
Total 263 100
Source: Field Survey 2012
From the above table, it can be seen that all the respondents agreed that they are
aware of TQM practice in the bank. This implies that all the respondents are
quality conscious in Zenith Bank Plc.
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Table 4.8 Extent of awareness of TQM by staff
Option Frequency Percentage
Large extent 248 94.3
Little extent 15 5.7
Not At All 0 0
Total 263 100
Source: Field Survey 2012
Table 4.8 shows that 94.3% indicated that staff are aware of TQM to a large extent
in the bank. 5.7% indicate that they are aware to a little extent. None indicated
Not At All. This implies that there is a high level of awareness of TQM among
staff of Zenith Bank Plc
Table 4.9 Responses on extent to which TQM practice has been adopted.
Options Frequency Percentage
Large extent 240 91.3
Little extent 23 8.7
Not At All 0 0
Total 263 100
Source: Field Survey 2012
Table 4.9 shows that 91.3% indicated TQM practice has been adopted in Zenith
Bank Plc to a large extent. 8.7% indicate that it is to a little extent. None indicated
Not At All. This implies that the bank is largely focused on providing high quality
service to its customers.
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Table 4.10 Responses on staff involved in the practice of TQM
Options Frequency Percentage
Management staff 15 5.7
Supervisory staff 15 5.7
Other senior staff 15 5.7
Junior staff 7 2.7
All of the above 211 80.2
Total 263 100
Source: Field Survey 2012
Table 4.10 shows that 5.7% indicated that management staff are the ones involved
in the practice of TQM in the bank. 5.7% indicated supervisory staff, 5.7%
indicated other senior staff 2.7%, indicated junior staff. 80.2% indicated all of the
above. This implies that all the staff is involved in the practice of TQM in the
bank.
Table4.11 Extent to which members of staff are involved in the practice of TQM
Options Frequency Percentage
Large extent 248 94.3
Little extent 15 5.7
Not At All 0 0
Total 263 100
Source: Field Survey 2012
68
Table 4.11 shows that 94.3 % indicated that members of staff are involved in the
practice of TQM to a large extent while 5.7% indicated to a little extent. None
indicated Not At All.
This means that there is a high level of staff involvement in the practice of TQM in
Zenith Bank Plc.
Table 4.12 major element of TQM practice in the bank.
Options Frequency Percentage
Continuous quality improvement 15 5.7
Compulsory innovations 15 5.7
Value based decision-making 15 5.7
Reduced cost of product and Service deliver
15 5.7
Cultural change at all level of the organization
15 5.7
Team work spirit 15 5.7
Customer satisfaction/ involvement 15 5.7
All of the above 158 60.1
Total 263 100
Source: Field Survey 2012
On the major elements of TQM practice, 5.7%, 5.7% and 5.7% indicated
continuous quality improvement, compulsory innovations and value – based
decision, 5.7%, 5.7%, 5.7% and 5.7% indicated reduced cost of product and service
delivery, cultural change at all levels of the organization, teamwork spirit and
69
customers satisfaction/ involvement respectively. 60.1% indicated all of the
above.
This implies that TQM involves continuous improvement in product/ service
quality, innovations, and changes that involves every one in the bank. This
demands teamwork spirit and would lead to reduced cost of service delivery,
efficiency and customer satisfaction.
Table 4.13 Responses on whether TQM practice improves customer services
and care.
Options Frequency Percentage
Yes 248 94.3
No 15 5.7
Total 263 100
Source: Field Survey 2012
Table 4.13 shows that 94.3% agreed that the practice of TQM improves customer
services and care in Zenith Bank Plc while 5.7% disagreed. This implies that in the
practice of TQM in the bank, continuous quality improvement ensures
improvement in customer services and care for customers. Thus, customers‟
satisfaction through improved service delivery is at the core of TQM
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Table 4.14 Extent to which TQM improves customers’ services and care.
Options Frequency Percentage
Significantly 255 97.0
Insignificantly 8 3.0
Not At All 0 0
Total 263 100
Source: Field Survey 2012
Table 4.14 shows that 97.0% agreed that practice of TQM improves customer
services and care significantly while 3.0% indicated insignificantly. This implies
that the practice of TQM improves the services and care given to customers to a
large extent.
Table 4.15 Major limitation of TQM practice in zenith Bank, Plc
Options Frequency Percentage
Lack of constant training in TQM 68 25.9
Inconsistent approaches 60 22.8
Irregular evaluation of TQM practice 75 28.5
Short-run vision 60 22.8
Total 263 100
Source: Field Survey 2012
On the major limitation of TQM practice in the bank, 25.9% indicated lack of
constant training of TQM. 22.8% indicated inconsistent approaches to TQM.
71
28.5% indicated. Irregular evaluation of TQM practice while 22.8% indicated
short- run vision.
4.2 Test of Hypotheses.
In this section we shall apply the techniques explained in chapter 3.7 to test
the hypothesis in chapter 1.5.
Hypothesis 1
Ho; the level of awareness of TQM among Zenith Bank staff is not high
H1; the level of awareness of TQM among Zenith Bank‟s staff is high
Table 4.8 Extent of awareness of TQM by staff
Options Frequency Percentage
Large extent 248 94.3
Little extent 15 5.7
Not At All 0 0
Total 263 100
1. Degree of freedom (df):
df =(C – 1) (R – I)
Where C = No of columns
R = No of Rows
: df =(2 – 1)(3 – 1)
= 1x 2
= 2
72
2 level of signification = 5%
3 critical value of X2 at 5% Significance level and 2 degrees of freedom is
5.994
4 Expected value of X2 (Oe);
Oe = 248+15 = 263 = 131.5 2 2
5 Computation of X2
X2 = (248 – 131.5)2 + (15– 131.5)2 131.5 131.5
= (116.5)2 + (- 116.5)2 131.5 131.5
= 13,572.25 + 13,572.25 131.5 131.5
= 103.2 + 103.2
= 206.4
Result; 206.4 > 5.994
Decision; Based on the decision rule, we accept H1 and reject H0
Hypothesis 2
Ho; the level of adoption of TQM practice by staff of Zenith Bank is not high
H1; The level of adoption of TQM practice by Staff of Zenith Bank in high
73
Table 4.9 Responses on extent to which TQM practice has been adopted.
Options Frequency Percentage
Large extent 240 91.3
Little extent 23 8.7
Not At All 0 0
Total 263 100
1. df = (3-1)(2-1) = 2x1 = 2 2. Level of significance = 5% 3 Critical Value of X2 = 5.994 4 Expected value (Oe); = 131.5 5 Computation of X2
X2 = (240 - 131.5)2 + (23 – 131.5)2 131.5 131.5 = (108.5)2 + (- 108.5)2 131.5 131.5 = 11,772.25 + 11,772.25 131.5 131.5
= 89.52 + 89.52 = 179.04
Result; 179.04 > 5.994 Decision; Based on the decision rule, we accept and reject H0.
74
Hypothesis 3
H0; Member of staff of Zenith Bank are not involved in TQM Practice to a large
extent
H1; Members of staff of Zenith bank are involved in TQM practice a large extent
Table 4.10 Responses on staff involved in the practice of TQM
Options Frequency Percentage
Management staff 15 5.7
Supervisory staff 15 5.7
Other senior staff 15 5.7
Junior staff 7 2.7
All of the above 211 80.2
Total 263 100
1. df = ( 5 – 1)(2 – 1 )
= 4x1
= 4
2. Level of significance = 5%
3. Critical value of X2 at 5% Significance level and 4 degrees of freedom is
8.442
4. Expected value (Oe)
Oe = 15+15+15+7+211 = 263 2 2 = 131.5
75
5. Computation of X2
X2 = (15- 131.5)2 + (15 – 131.5)2 + (15 – 131.5)2 + (7 – 131.5)2 + (211 – 131.5)2 131.5 131.5 131.5 131.5 131.5 = (-116.5)2 + (-116.5)2 + (-116.5)2 + (-124.5)2 + (79.5)2 131.5 131.5 131.5 131.5 131 .5 = 13,572.25 + 13,572.25 + 13,572.25 + 15,500.25 + 6,320.5 131.5 131.5 131.5 131.5 131.5 = 103.21 + 103.21 +103. 21 + 117.87 + 48.06 = 475.56
Result ; 475.56 > 8.442 Decision ; Based on the decision rule, we accept H1 and reject H0.
Hypothesis 4
H0; the practice of TQM does not significantly affect customer services and care
in Zenith Bank Plc
H1; The Practice of TQM significantly affects customer services and care in
Zenith Bank Plc
Table 4.13 Responses on whether TQM practice improves customer services
and care.
Options Frequency Percentage
Yes 248 94.3
No 15 5.7
Total 263 100
76
1. df = (2 – 1)(2 – 1)
= 1 x 1
= 1
2. Level of significance = 5%
3. Critical value of X2 at 5% significance level and 1 degree of
Freedom is 3.64
4. Expected Value (Oe);
Oe = 248 +15 = 263 = 131.5 2 2 5. Computation of X2
X2 = (248 – 131.5)2 + (15 – 131.5)2 131.5 131.5 = (116.5)2 + (- 116.5)2 17.5 131.5 = 13,572.25 + 13,572.25 131.5 131.5 = 103.21 + 103.21 = 206.42 Result; 206.42 > 3.64 Decision; Based on the decision rule, we accept H1 and reject H0.
77
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings
-Total quality management (TQM) is in practice in Zenith Bank Plc and
almost all the staff are aware of it. This implies that members of staff have
adopted TQM. Every staff is involved in the practice.
-The major elements of TQM practice in the bank include;
Continuous quality improvement
Compulsory innovations
Reduced cost of service delivery
Cultural change at all levels of the organization
Teamwork spirit
Customer satisfaction/ involvement
-The practice of TQM affects or improves customer services and care. This
is as a result of continuous improvement in quality.
-the major limitations of the practice of TQM in the bank are lack of
constant training in TQM, inconsistent approaches and irregulation of
TQM practice.
78
5.2 Conclusion
There is high level of awareness of TQM among staff of Zenith Bank Plc.
TQM practice has been adopted to a large extent by the staff and they are
largely involved in the practice as well. The practice of TQM significantly
improves customer service delivery and care. This implies that TQM is a
customer – oriented practice which calls for steady improvement in service
quality so as to meet the expectations of the customers. To this, innovations
are inevitable.
5.3 Recommendations
1. Management of Zenith Bank Plc should ensure that the current level
of awareness of TQM among the staff does not fall. Rather they
should create more awareness by ensuring that specific structures
that will support TQM practice are created.
2. There should be constant training and education of staff in TQM
practices. This will ensure changes in employees‟ beliefs, behaviour
and attitude to quality.
3. There should be constant evaluation of TQM practices so as to
ensure constant improvement in quality.
4. Employee input to quality should be encouraged so as to evoke the
total commitment of employees in the operational end of total
service delivery.
79
5. Employees should be rewarded and recognized for their quality
improvement efforts.
6. It is imperative to control the processes and improve quality
systems. The emphasis should be on the prevention of deficiencies
and not on corrective measures.
7. All employees should be assigned roles and responsibilities of total
quality operations. This will ensure that employees are accountable
for deficiencies.
80
BIBLIOGRAPHY
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Arora K. C. (2009) Total Quality Management 3rd ed, (Delhi: S.K. Katara & Sons). Azika N, (1997) “Research Methodology in the Behavioral séances” (Lagos Longman
Nig Plc) Bhatia, L., & Goyal, N. (2002). Improving financial services through TQM: A case
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New York: Rockfield College Press. Cole, W. E., & Mogab, J. W. (1999). TQM in action. New Delhi: Beacon Books. Edwards, S., & Smith, S. (2001). TQM in banking. The TQM Magazine (Vol. 2). Gupta, A. et al. (2005). Quality management in service firms: Sustaining structures
of total quality service. Managing Service Quality, 15 (4), 389-402.
Janakiraman, B., & Gopal, R. K. (2006). Total quality management: Text and cases.
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Macdonald, John (1998): Quality and the Financial Service Sector: The Journal of
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Annual Quality Congress, 53(0). Retrieved October 1, 2007, from http://qic.asq.org/perl/search.pl? item=10793.
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Montes, F. J. et al. (2003). The analysis of the relationship between quality and perceived innovation: The case of financial firm. Journal Industrial Management and Data System, 23 (8).
Newman, K., & Cowling, A. (2005). Service quality in retail banking. International
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system; Total Quality Samat, N. et al. (2006). TQM practices, service quality and market orientation.
Journal Management Research News, 29 (11). Sarang, S. (2005). The implementation of TQM in retail banking sector. University of
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McGraw Hill Inc.
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APPENDIX
Department of Business Administration University of Nigeria Enugu Campus June, 2012 Dear Respondent, I am a student in above named institution carrying out a study to asses the
practice of total Quality Management in Zenith Bank, Plc. I want you to complete
this questionnaire for me. The purpose of this study is academic and so the
information you provide will be treated with strict confidentiality.
Thanks for your cooperation
I am,
Yours Faithfully,
Iyida, Ifeanyi
83
QUESTIONNARIE
INSTRUCTION; Please, tick √ in the box that depicts your choice of answer.
Otherwise, answer the questions where necessary.
SECTION A
(PERSONAL PROFILE)
1 Name (optional) --------------------------------
2 Sex; a) male [ ] b) female [ ]
3 Age; a) under 30 yrs [ ] b) 30 – 39yrs [ ] c) 40 – 49 yrs [ ]
D) 50 – 59 yrs [ ] e) 60 yrs and above [ ]
4 Marital status; a) single [ ] b) married c) others (special) [ ]
5 Educational qualification.
a) FSLC [ ]
b) SSCE/GCE
c) OND / NCE [ ]
d) HND/ first Degree [ ]
c) Master Degree [ ]
d) Others (specify)
6 To which of the following categories of staff do you belong?
a) Management Staff [ ]
b) Supervisory staff [ ]
c) Other staff [ ]
d) Junior staff [ ]
84
7 Are you aware of TQM practice in this bank?
a) Yes [ ] b) No [ ]
8 To what extent are the staff aware of TQM in this bank?
a) A large extent [ ]
b) A little extent [ ]
c) Not At All [ ]
9 To what extent do you think that TQM practice has been adopted by
Staff?
a) A large extent [ ]
b) A large extent [ ]
c) Not at All [ ]
10 Who are involved in the practice of TQM in the bank?
a) Management staff [ ]
b) Supervisory staff [ ]
c) Other senior staff [ ]
d) Junior staff [ ]
e) All of the above [ ]
11 To what extent are members of staff involved in the practice of TQM
In the bank?
a) A large extent [ ]
b) A little extent [ ]
c) Not at all [ ]
85
12 What are the major element of TQM practice in the bank ?
a) Continuous quality improvement attitude [ ]
b) Compulsory innovation [ ]
c) Value based decision –making [ ]
d) Lower cost of product and service delivery [ ]
e) Cultural change at all levels of the organization [ ]
f) Teamwork spirit [ ]
g) Customer satisfaction/ involvement [ ]
h) All of the above [ ]
13 Do you agree that the practice of TQM improves customer services
and care?
a) yes [ ] b)No [ ]
14 If „ yes‟ to what extent ?
a) Significantly [ ]
b) Insignificantly [ ]
c) Not at all [ ]
15 What are the major limitations of TQM practice in Zenith bank
- - - - --- - - - - - - - - - - - - -- - - - - - - -- - - - - - - - -- - -- - - - - - - - -
- - - - - - - - - - - - - - - - - -- - - - -- - - - -- - - - - - - - - - - - - - - - - - - --