Service Quality in Nigeria: A Yielding Opportunity -By Femi Amosun

The unprecedented low Disposable income (Purchasing power) as a result of dismal monetary policy, and macroeconomic policy, compounded with other ineffective policies, political recklessness and impunity, inherent exploitation by International Oil Companies (IOC) and domestic enemies, are largely responsible for the underdevelopment, or below our potential economic level, in our country.  Another major problem is lack of Service quality orientation and culture. 

Service quality could enable public office holders, stakeholders and service providers to understand the importance of customers and service users in the delivery system geared towards a performance and proficiency. It is, therefore, imperative to consider and introduce some measures as a matter of exigencies as the economy demanded it. In effect, the private sector need to rediscover the seminal fact that Service Quality Management (SQM) is the only discretionary function under the direct control of management that could positively enhance performance and efficiency, which in turn will boost the micro economic unit spending.

Let me draw on my parallel experience to inform our discussion, and to help shape an undiluted understanding of what  Service Quality is all about. At the dawn of my working life journey, l was employed as a Laboratory technician in the Quality Control Department of a Pepsi-Cola Bottling Plants, Union Beverages, in Lagos. I was then fully responsible for monitoring the quality of the production of Pepsi, Mirinda, and Teem soft drinks. The Quality Control processes at the firm evolved around rigorous and timely laboratory testing and quality control to monitor the sugar and syrup level; technical side of Water treatment where appropriate chemical agents (mainly Chlorine, Lime, and Aluminum sulphate) are used in treating raw water to produce high quality water for the production of Pepsi, Mirinda, and Teem soft drinks; and rigorous testing and monitoring of the Production line to maintain quality production output.

In comparison, the Quality Control roles are similar to Service Quality roles. The only slight difference is that Quality Control predominantly focus on the production of quality products under strict hygienic and sanitized environment. This is particularly important in food, beverages, and other consumable products meant for human consumption. On the other hand, Service Quality is more about Customers and Consumers. Service Quality also ensure smooth distribution and delivery of goods and services, and robust management process. The Service Quality system may also be used to reinforce customers’ confidence, which could trigger repeat purchases and better corporate image in the marketplace.

By using Matched Pair Analysis and Mean scorIng techniques (See Illustrative figure), one can analyze the scale of Service Quality as part of the overall Corporate strategy. The technique uses a grid structure to elicit a series of matched comparisons with the aim of identifying priorities for action. In effect, the service variables are critical in formulating Service quality strategy in public service organizations, and to a large extent, the private sector esp. the financial services sector. 

The Service quality strategy, as an organizational plan to achieve quality programme, should consider the development of Quality framework that the organization will be compelled to adopt. The identified service gap (that is, the difference between the organization offerings and service-users’ requirements / expectations) will determine the Service quality strategy. The most effective method of achieving a Quality agenda is through a philosophy of empowering employees to do what is expected of them by removing organizational and individual barriers in order to achieve Service Quality. This philosophy must be translated into organizational culture in which performance requirements are clearly communicated and perceived as being sensible, achievable and desirable. 

One of the most significant service quality initiatives is the “Service Quality Enhancement” – SQE. The objective could be to establish methods that must be adopted to provide a quality service to customers or service-users and to identify each employee’s responsibility in achieving stated goals or targets. Customers or Service-users at this stage are not only important, but should also be perceived as the central focus of activity because they are the fundamental reason for the existence of an organizations.

In the service sector, cooperation between marketing and operations is vital. This is because a significant component of any service or product, from the customer’s point of view, is how the process of service delivery actually function. Customers will only derive benefits and satisfactions from the service offerings and how those services are delivered. The order processing or procurement, procedures, processes, capacity, degree of contact, quality control, and response rate (enquiries and complaints) are all important key issues that may call for strategic attention within the organization. 

Other important factors will include:

• Perceived capacity
• Management/Leadership style
• Attitude to change/Culture
• Organizational structure
• Decision Making Processes

In a service-orientated environment which has low labour intensity, high contact, low interaction, and people as the recipient of act, Service quality provides unique opportunity for top management to adopt appropriate Quality Programme or Scheme to meet customers’ expectations and influence the perception of the organization. In essence, Service Quality acts as the lens through which efficiency and effectiveness can be monitored and used to provide better and quality service. Therefore, a robust method should be established to periodically assess customers` requirements in relation to service offerings.

As a foregone conclusion, sound economic environment will dictate the purchasing power and growth opportunities. For example, in the UK, Europe, and North America, consumers are getting accustomed to home banking/online banking (whereby you do not have to physically go to a bank for transactions), Supermarket Home Delivery service, UberEat, Just Eat and other technology-based Apps (Applications) designed to enable direct service delivery. The essence is primarily about providing Convenience for the consumers. This purchasing activity is a paradigm shift in the micro economic unit which is fundamental to the size of Gross Domestic Product, that is, a measure of the size of economy calculated in percentage terms. 

By applying Service Quality concept, companies and organizations will not only enhance their service delivery system, but also maximize market potential and sales revenue. This will increase the national income i.e;. the economy’s net national product, calculated by subtracting depreciation from GNP at factor cost.

Femi Amosun is a management practitioner and politico-economic analyst with distinctive zeal for sustainable development through responsible governance and accountability. A long standing advocate of Service Quality in the Public sector.  abs.amosun@gmail.com