Corporate Image As A Strategic Tool For Enhancing Organisational Performance

INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Every aspect of business and industry is undergoing rapids change in terms of philosophy and technology and there is more rapidly changing function of corporate image to public attitudes and reactions. The concept of image is often considered to be an important of long term sales and profits.
In the whole role of image promotion programme according to Harold (1992) stated mass merchandising new method of advertising, increased competition and government regulations have brought corporate reputations into public view and cause executive to seek more favorable reactions. The concept of image is often considered to be an important determinant of long-terms sales and profits. Therefore, it is reasonable to consider the use of image as an objective, not only for an advertising programmes and an organization as a whole.
Duckers (1991) defined strategy as a basic approach to achieving its overall objectives. A strategy according to Kingen (1995) may be in the nature of either aggressive strategy (the first on the market with an advance product) or defensive strategy (following the leading form on the particular branch or absorption strategy). Acquisition of advance technology for further development.
Oxford Advanced Learners Dictionary 6th Edition page (865) defines performance as how well or badly you do something or how something works
Investors words.com defines performs as the results of activities of an organization or activities of an organization or investment over a given period of time. Performance is the accomplishment of a given tasks measured organist present known standards of accuracy, completeness, cost and speed.
Performance is also fulfillment of an obligation.

1.1.1 PROFILE OF ETISALAT NIGERIA ABA
Etisalat Nigeria commenced commercial operations on 23rd October 2008 with a promises to deliver innovative and quality services in Nigeria, since then, Nigeria, has continued to witness its innovative services. Etisalat redefined speed with the roll-out of the unique 3.75G HSPA network and as continued to prove itself, an innovative company keen to give its subscribers the possible experience of the most affordable price utilization has been the telecommunication service providers in the limited. Arab emirates since 1976 and has footprints on 18 countries transversing the Middle East, Asia and Africa. In its many years of operations, it has built up state of the art telecom infrastructure and taken a leadership position of nomination, and quality service deliver among regular and international operators.
Etisalat has received several awards and endorsements for its quality and innovative services. Barely six months of operations in Nigeria, the Nigerian communication commission (NCC) pronounced Etisalat, Nigeria’s best network based on quality.
ETISALAT NIGERIA LIMITED
ORGANISATIONAL CHART
Q.A/Q.C.- Quality Assurance and Quality Control
C.C.M. – Customers care Manager
R.S.M. – Regional Service Manager
H.S.E. – Health Safety and Environment
C.C.C. – Customer Care Coordinator

1.2 STATEMENT OF THE PROBLEM
Statement of the problem is an identified problem that prompted the study. Therefore the following problems necessitated the courses of this research”
a. Poor quality of services: The major problem of Etisalat is the issue of poor quality of services. According to media report, in the past four months or so there has been a massive public outcry over the deterioration quality of services in the operations of Etisalat more consequentially, the Nigeria communication commission (NCC) which regulates the industry recently expressed the intention to Slam huge times (or a monthly basis) on the operation for poor quality of services (QOS)
B. Low consumer patronage: The company’s major objective is to enhance good customer relation through customer’s satisfaction. But investigation reveals that there is a major deviation from that objectives. Opinion pull gathered from their major customers revealed that 40% of their customers are not satisfied with the services rendered to them. The level of unreliable service has led many of their customers to switch over to others network part of their markets shares to other competitors.
c. Decline in profit: Etisalat has the objective to achieves a high targets of profit. But annual report of the company indicates that they have incurred losses, in the year 2012. With over 90 million active subscribers as at the end year 2012, it decreased to 11.54% indicating a 2.75 losses leading to low profitability and unaccomplishment of a given task measured against them effectively.

1.3 OBJECTIVES OF THE STUDY
The following is the research objective of carrying out this research study.
a. To determines the relationship between corporate image and organizational performance.
b. To find out whether the strategy adopted to promote corporate image can enhance consumer patronage.
c. To examine the relationship between quality of service and corporate image.
d. To ascertain the impact of corporate image on the level of organizational performance.

1.4 RESEARCH QUESTIONS
The following research questions would be necessary to make this research a success.
1. What is the relationship between corporate image and organizational performance?
2. How does corporate image strategy adopted promote consumers patronage in Nigeria?
3. How does corporate image affect the quality of service provided by organization?
4. What are the factors militating against corporate image of organizations?

1.5 RESEARCH HYPOTHESIS
The following hypotheses were formulated for the study.
a. Hi: Corporate image does not significantly affect the organizational performance
Hi: Corporate image significantly affects organizational performance.
b. H2: Corporate image has no relationship with consumer’s patronage.
H2: Corporate image has relationship with consumer
Patronage.

1.6 SIGNIFICANCE OF THE STUDY
This research work will be significant to the following:
a. To the organization: This study will enable managers to realize that corporate image is a strategic tools for enhancing organizational performance is one of the managements responsibilities and is necessary to command the support of the public and to increase performances to the organization.
b. In the field of academics: It will help to impact knowledge on most of the students that are anticipating to become future great managers of an organization on the important of promoting corporate image as a strategic tool for enhancing organizational performance.
c. The researcher: This research work will serve as reference material for researchers source authors rendering based on Nweke, Spenear and African of service indices. In November 2012, Etisalat again received another Nigeria’s best network from the NCC for excellent customer service other notable awards include- brand of the year awards, fastest growing GSM company, most Innovative Corporate Social Responsibility Company, Friendly Tarrif Mobiles Operator, Best Telecoms Customers Service.
This research work will serve as reference material for researchers and a basis for further researches

1.7 SCOPE/LIMITATION OF THE STUDY
This study focused on corporate image as a strategic tool for enhancing organizational performance in Etisalat Nigeria Aba. Data collection will be restricted to textbooks, journals, internet browsing, and other relevant materials that deal with this study.

LIMITATIONS OF THE STUDY
Conducting a research of this nature is not without some constraints. Among the constraints is the fact that scanty work has been done on the subject under study. Information at the disposal of the researcher’s time and financial constraints. For instance it made it difficult for the researcher to reach other audience intended such as the company’s share holders and customers.

1.8 DEFINITION OF TERMS
Corporate: The total of all impression of a company in the consciousness of the organization.
Strategy: The company’s basic approach to achieving its over all objectives.
Performance: The accomplishment of a given task measured against present known standards of accuracy, completeness, costs and speed. It can also be defined as the fulfillment of an obligation. The result of activities of an organization or investment over a given period of time.
Philosophy: The study of general and fundamental problems such as those connected with reality, existence, knowledge, values, reasons mind and language.
Profitability: The ability of a business enterprise to make profit, revenue or surplus at the end of the year
Advertising Programme: Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.
Marketing Programme: A coordinated thoughtfully designed set by activities that help organization to achieve their marketing goals and objectives.
Resources: A measure or supply from which benefit is maintained.
Quality of Services (QOS): To several recorded aspects of telephone and computer networks that allow the transports of traffic with special requirement.
Organization: A social entity that has a collective goal and is linked to an external environment
Social Responsibility: An ethical theory that an entity be it an organization or individual has obligation to act to benefit society at large.
Image: An idea and visual symbols which are associated with or suggested by the mention of a company’s name or brand.
Global systems for Mobile communication is telecommunications, standard institutes (ETS) to describe protocols for second generation (2G) digital cellular networks used by mobile phones.
Mobile network operators (MNO) is a wireless provides that owns or controls all the elements necessary to sell ands deliver services to end user including radio spectrum allocation and wireless networks.
National Communication Commission (NCC) in the independent National Regulatory Authority for the telecommunication industry in Nigeria, the commission is responsible for creating an enabling environment for competition among operators. In the industry as well as ensuring the provision of qualitative and efficient telecommunication services, although out of the country.
Technology: A broad concept that deals with a species, usage and knowledge of tools and crafts and how it affect the species ability to control and adapt to its environment.