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The broad objective of this study is to evaluate impact of information and communication technology on customers service delivery (a case study of complete foods limited, Ibadan).However this study is significant especially this computer age because information and communication technology strategies remains an elusive goal and determining the best vantage point from which to understand and measure communication strategies has yet to be determined.
This project tackles the issues of organisational communication focusing specifically on strategies to adopt in rendering an effective medium of communication to exceed the customers satisfaction. Moreso this research study is establish to evaluate the impact of ICT on customers service delivery and its impact on achieving organisational goals, hence , the study emphasized the need for communication technology. The scope for this study is complete foods limited employees and management officers. Employees, customers and management officers of complete foods limited Ibadan shall be surveyed to collect data for the research study. However the instrument used for the study is questionnaire. The questionnaire was developed by the researcher with the help of supervisors after due consultations with the various related literature such as textbooks, journals and other relevant documents from the research sources specifically on the impact of information and communication technology on customer service relations. 50 staffs and 200 customers shall be contacted and research instrument shall be administered to them.
1.1 Background of the Study
The importance of communication can never be over-emphasized. Communication is the 'lifeblood' of all organizations. It is of vital importance to the well being of the state, a business enterprises, a religion and other social or cultural identities including the family. The success of business enterprises is directly proportional to the level of communication maintained by it. In the new context of globalization and free trade, organizations have to communicate cutting across national and cultural boundaries. Unless effective skills of communication are used, an organization would run the risk of getting protected and solidified. Modern technique would not be available to them. Within an organization effective inter-personal relationships are possible only if communication skills are cultivated. Today, Multi-nationals organize communication courses for their employees irrespective of their positions. Effective communication enhance the potential of their employees and acts as a motivating force for greater efficiency and productivity.
Good communication strategies place an organization in a Vantage position in the society. The image of an organization depends on its ability to communicate with, the society around it. Good communication promotes better understanding between the employer and the employees. In this competitive environment, organizations vie with each other to acquire an employee- friendly image. Thus, communication skills help in establishing, running, producing and marketing of products by commercial establishments. If there is a lack of effect communication between the employee and the employer, workers will not be able to perform at their best which will invariably affect their production output in terms of quantity and quality and this will have a negative consequence on the consumer of the products.
In any organization, communication is critical to effective management. Communication is transference and understanding of meaning. Communication involves both receiving and sending of messages. For the purpose of management, it is important to give thoughtful consideration on how to accomplish each task most effectively. In this respect, what management is looking for it judgment, the ability to communicate (Which means listening as well as speaking), human as concern, openness of mind, and the ability to concentrate and that hard for a goal that the individual has to buy into. Communication can be viewed as a medium, a means to perform ends , or as constitutive , as the end itself ,within the goals dominated domain of aviation.it is more often defined as task communication, about the goals of the team and the organization. Non task communication would include innovation and social maintenance communication.There is a rapid development in the use of ICT in organizations. ICT plays a crucial role in the present knowledgebased economy hence, organizations tend to rely heavily on ICT solutions in order to develop and grow their businesses (Asgarkhani and Young, 2010). The revolution in the use of ICT has profound implications for economic and social development and has pervaded every aspect of human life (Shanker, 2008). The use of ICT is widespread and regarded as an essential tool for the efficient administration of any organization and in the delivery of services to clients. Schware (2003), states that ICTs are being integrated into procedures, structures, and products throughout businesses, governments, and communities. The use of ICT increases the supply of information as ICT plays a key role in information sharing and dissemination. According to Spanos et al. (2002), ICT removes distance and time constraint in accessing required information flows. ICT also reduces the cost of production as knowledge is produced, transmitted, accessed and shared at the minimum cost. There is a reduction in the degree of inefficiencies and uncertainty with the use of ICT because it enables businesses to interact more efficiently (Buhalis, 2003). Shanker (2008) ascertains that the use of ICT in many organizations has assisted in reducing transactional cost, overcome the constraints of distance and have cut across geographic boundaries thereby assisting to improve coordination of activities within organizational boundaries. Also, Spanos et al (2003) state that buyers and sellers are able to share information and transfer goods across national borders with the use of ICT, which helps to increase access to global supply chains. ICT has also led to more transparency in organizations since it enables networking and information sharing that leads to demands for greater openness and transparency (Shanker, 2008; Kollberg and Dreyer, 2006). Jiménez-Zarco et al. (2006) further argue that ICT plays an important role in acquiring, creating and managing knowledge as it enables the diffusion of organizational data that can be crucial for effective decision making and control at all levels. Likewise, ICT helps in organizational planning and improves organizational communication and flexibility.
It has been widely acknowledged that any sectorial growth and management need be effective; especially the
service industry such as: banking, insurance, entertainment, tourism, engineering and the likes, and oriented
customer service need be consciously achieved. Thus, the ability to extend customer knowledge and develop
successful relationship with customers hinge on the ability of an organization to know its potential markets,
singular needs, expectation and dynamic desires.
However, technology is employed to capture information on customers, which in turn is used to monitor the
customers buying behavior and to relate with them through personalized offers (Egan, 2004). Oghojafor, Aduloju and Olowokudejo (2011) had noted that, in the world of business, electronic commerce is the basis for which strategic-oriented business create relationship within their environment and more so strategized for new competitive edge. To corroborate this position, Murphy (2000) had earlier postulated that customer friendliness, acceptance and satisfaction propagate organizations sustainability. A review of previous studies has shown that very little has been done in the Food companyconcerning the integration of information technology (IT), customer service and firm performance measures. According to a submission of Achimugu et al. (2009), not too many organizations in Nigeria had bought into IT philosophy. Sawyer, Ebrahimi, and Luk (2003) reveal in their study done in Hong Kong and Nigeria respectively that there exist coexistence between perceived strategic uncertainty, scanning of environment, use of information source, and organizational performance. Data warehousing integrates information about customers and other stakeholders in an organizations network of relationships. With this knowledge, the organization can better customize and target communication efforts on goods and services to boost the organizations competitive power and increase customer retention. The data warehouse is an organizational key knowledge instrument and can be used to stimulate indices of intimacy and connectedness (Gummesson, 2008). Technology is to the advantage of the customer and should lead to customer loyalty, as organizations can communicate with customers using up-to-date techniques on a real time basis which will remove uncertainty and will lead to the creation of trust. The created trust will lead to an enduring desire from the customers to maintain valued relationships with the organization, as trust remains a potential component of insurance brands (Ndubisi & Wah, 2005; Brenda, 2002). The bonding relationships between customers and organizations are hinged on trust which is aimed at achieving an overall positive outcomes, and thus higher levels of trust and commitment in turn are attached with higher customer retention level, and this brings about increased organizational performance (Botha & Van Rensburg, 2010; Read, 2009).
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