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THE EFFECT OF YORUBA USAGE IN BANKING IN UNITED BANK FOR WEST AFRICAN PLC (UBA) NIGERIA
ABSTRACT
This research project examines the effect of Yoruba language usage in the banking operations of the United Bank for West African PLC (UBA) in Nigeria. The linguistic diversity in Nigeria, with over 250 ethnic groups and numerous languages, presents both challenges and opportunities for banks operating in the country. The study aims to understand the implications of incorporating Yoruba, one of the prominent local languages, in UBA’s service delivery and its impact on customer experiences. Using the descriptive method of analysis, the results show that the inclusion of the Usage of the Yoruba language in the banking delivery system in the banking system in the banking sector will impact positively Nigeria’s economic growth in the long run. This can only be achieved if the institutional and operational challenges that are still inherent in the system are resolved. Amongst the recommendations made was that UBA plc. Should adopt adequate strategic marketing measures and make it swift to get the national license that will enable it to establish and increase its branches across the six geo-political zones of the country to boost customer and investor patronage.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Language is a fundamental tool for communication and plays a pivotal role in various sectors of society. In the Nigerian banking sector, where the United Bank for West African PLC (UBA) operates, the linguistic landscape is diverse due to the country’s multicultural and multilingual nature. Nigeria, often referred to as the “Giant of Africa,” is home to over 250 ethnic groups, each with its distinct languages and cultures (Nnaji, 2020). Among these languages, Yoruba stands out as one of the most widely spoken indigenous languages, particularly in the southwestern region of the country.
The banking industry in Nigeria has witnessed significant growth and transformation over the years, becoming an integral part of the country’s economy. As a major player in the Nigerian banking sector, UBA has a wide customer base spanning various regions and linguistic backgrounds. Effective communication between banks and their customers is crucial for delivering quality services, building customer trust, and ensuring customer satisfaction (Nwosu, 2018). However, linguistic diversity poses challenges to efficient customer service delivery in a country like Nigeria.
Although English is the official language in Nigeria and is widely used in the banking sector, the importance of local languages, such as Yoruba, cannot be overlooked. Yoruba is spoken by millions of Nigerians and serves as a means of identity, cultural expression, and interpersonal communication (Adegbite, 2017). Incorporating the Yoruba language into banking operations has the potential to enhance customer engagement, trust, and overall satisfaction.
Despite the linguistic diversity in Nigeria, limited research has been conducted to investigate the impact of language usage, specifically the use of Yoruba, on banking services, customer satisfaction, and overall performance within the Nigerian banking sector. Therefore, there is a need to examine the effect of Yoruba language usage on banking operations at UBA.
The United Bank for West African PLC (UBA) presents an ideal case study for this research due to its prominence and extensive presence in Nigeria. UBA operates numerous branches across the country, serving a diverse customer base. Understanding the extent of Yoruba language usage and its impact on customer satisfaction within UBA will provide valuable insights for the bank and other financial institutions operating in Nigeria.
In conclusion, the use of language, particularly Yoruba, in the Nigerian banking sector is an area that requires further exploration. This research aims to bridge the gap in the existing literature by investigating the effect of Yoruba language usage on UBA’s banking operations. By understanding the significance of language in the banking context and its impact on customer satisfaction, this study will contribute to improving service delivery, customer experiences, and overall performance within the Nigerian banking sector.
1.2 STATEMENT OF THE PROBLEM
Despite the linguistic diversity in Nigeria, there is limited research investigating the impact of language usage, specifically the use of Yoruba, on banking services, customer satisfaction, and overall performance within the Nigerian banking sector. The United Bank for West Africa PLC (UBA), one of the leading banks in Nigeria, presents an ideal case study to explore the effects of Yoruba usage in banking.
1.3 OBJECTIVES OF THE STUDY
The primary objective of this study is to examine the effect of Yoruba usage in banking operations and customer satisfaction within the United Bank for West African PLC (UBA) in Nigeria. The specific objectives of the study are as follows:
- To investigate the extent to which the Yoruba language is used in customer interactions at UBA branches.
- To assess the perception of UBA customers regarding the use of the Yoruba language in banking services.
- To analyze the impact of Yoruba language usage on customer satisfaction and loyalty.
- To identify the challenges and opportunities associated with incorporating the Yoruba language in banking operations at UBA.
1.4 SIGNIFICANCE OF THE STUDY
The findings of this research project hold significant importance for various stakeholders in the Nigerian banking sector, particularly for the United Bank for West African PLC (UBA) and other financial institutions operating in Nigeria. The significance of this study lies in its potential to provide valuable insights into the effects of incorporating Yoruba language usage in banking operations and its impact on customer satisfaction and service delivery.
Firstly, this study will contribute to the existing body of knowledge on language usage in the banking sector, specifically within the Nigerian context. Currently, there is a lack of comprehensive research exploring the influence of local languages, such as Yoruba, on customer satisfaction and overall performance in Nigerian banks. By addressing this gap, the study will enhance our understanding of the role of language in banking services and customer experiences in Nigeria.
Secondly, the findings of this study will serve as a valuable resource for bank management, policymakers, and customer service professionals in developing effective strategies to improve customer satisfaction. Understanding the preferences and perceptions of customers regarding the use of Yoruba language in banking services will enable banks, including UBA, to tailor their communication strategies to meet customer needs better. This, in turn, can lead to enhanced customer engagement, trust, loyalty, and ultimately, increased business performance.
Thirdly, the study’s outcomes will have practical implications for UBA and other financial institutions operating in Nigeria. By identifying the challenges and opportunities associated with incorporating the Yoruba language in banking operations, the research will guide UBA in making informed decisions about language policies, staff training, and resource allocation. The insights gained from this study can also inform the development of customer-centric initiatives and innovations, ensuring that banking services are more accessible, inclusive, and culturally sensitive.
Furthermore, this study has broader societal implications. Nigeria is a diverse country with multiple ethnic groups, each with a unique language and cultural heritage. Recognizing and incorporating local languages, such as Yoruba, in the banking sector can foster inclusivity, and cultural preservation, and promote a sense of identity among customers. It can also contribute to bridging the linguistic and cultural gap between banks and their customers, particularly those who are more comfortable communicating in their native languages.
Lastly, the significance of this study extends beyond the Nigerian banking sector. It provides insights and lessons for other banks and financial institutions operating in linguistically diverse regions or countries. The findings can be adapted and applied to similar contexts, enabling organizations to develop language strategies that are tailored to their specific customer base, leading to improved customer satisfaction and overall business performance.
1.5 SCOPE AND LIMITATION OF THE STUDY
This study focuses specifically on the United Bank for West African PLC (UBA) in Nigeria and its usage of the Yoruba language in banking operations. The research will employ both qualitative and quantitative research methods to gather data from UBA customers and employees. However, the study is subject to certain limitations, such as potential biases in participant responses and the generalizability of findings beyond the specific context of UBA.
