ABSTRACT
This
research work tilled “ Public Relations as a tool for Customer Attraction and
Retention in the service Industry ( A case study of NTA Enugu services to
some selected financial institutions)” was carried out with the objective of:
- Finding
out the impact of public relations on consumer patronage of NTA Services
- Finding
out of public relations a successful tool in attracting and retaining
customers.
- Finding
out which public relations tools are most effective.
- Recommending
what can be done to maintain and enhance public relations and its
positive effect on the company.
In achieving the above
objectives, related literature were reviewed on how public relations can be
effective to service industries.
In addition secondary
and primary data were collected from customers of NTA station Enugu.
Population of the
study impresses both relevant staff and management of NTA, two
service companies which are NICON Insurance and Union Bank was studied.
A population of 21
was used for the staff of NTA while 55 was used for the consumers.
The researcher used census survey because the population is small and
could be studied completely.
According to
questionnaire collected and interview conducted relevant data were
analyzed and hypotheses tested.
The analyzed data
brought out the followings:
- That
public relation as a vital tool in attracting customers
- Also
that public relations helps NTA in attracting and relating it’s numerous
customers.
- That
without effective and efficient public relations activities on the
services industry (NTA) I customer relationship can not be cordial and this
companies can never satisfy their customers let alone retaining them.
Based on the findings the following
recommendations were made.
- A
market oriented public relations department should be built by the
management of all service industries especially NTA Enugu.
- Public
relations tools employed by a company can attract and retain patronage.
The impact of these tools on consumers can only be determined though
researching into public relations activities so that the consumer will be
satisfied.
- Every
staff of NTA should always be conscious of their treatment to
customers. Although a majority of those respondents claimed to have
a satisfactory relationship with the staff on NTA. It is not a bad idea of all
the respondents have the some vie. This will give an edge to the firm over
their competitors.
If the above suggestions
and recommendation are effectively and efficiently followed, the Nigeria
Authority (NTA) will witness an increase in their customer
patronage and thereby reap the benefit of a positive button life on an
going base.
TABLE OF CONTENT
CHAPTER ONE
1.1 BACKGROUND
OF THE STUDY
1.2 BACKGROUND
OF NTA ENUGU
1.3 STATEMENT
OF
PROBLEM
1.4 OBJECTIVE
OF
STUDY
1.5 HYPOTHESIS
FORMULATION
1.6 SIGNIFICANCE
OF STUDY
1.7 LIMITATIONS
OF STUDY
1.8 DEFINITIONS
OF TERMS
CHAPTER TWO
2.1 PUBLIC
RELATIONS DEFINED
2.2 OBJECTIVE
OF PUBLIC RELATIONS
2.3 MEDIA
USED IN PUBLIC
RELATIONS
2.4 MIX
FOR SERVICES
MARKETING
2.5 WHO
IS A
CUSTOMER
2.6 WHAT
IS CUSTOMERS ATTRACTION/RETENTION
2.7 THE
IMPACT OF PUBLIC RELATIONS ON CUSTOMERS
2.8 ATTRACTION
AND RETENTION ON THE SERVICE INDUSTRY
2.9 PUBLIC
RELATIONS AS A TOOL FOR ATTRACTION AND RETENTION CUSTOMERS IN NTA SERVICES .23
CHAPTER THREE
RESEARCH DESIGN
3.1 SOURCE
OF
DATA
3.2 POPULATION
OF
STUDY
3.3 DETERMINATION
OF SAMPLE SIZE
3.4 RESEARCH
INSTRUMENT USED
3.5 QUESTIONNAIRE
ADMINISTRATION AND RESPONSE
RATE
3.6 METHOD
OF DATA
ANALYSIS
CHAPTER FOUR
DATA PRESENTATION,
ANALYSIS AND INTERPRETATION
4.1 DATA
PRESENTATION AND ANALYSIS
4.2 TESTING
OF
HYPOTHESIS
CHAPTER FIVE
SUMMARY OF
FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
5.0
SUMMARY OF
FINDINGS’
5.1 RECOMMENDATIONS
5.2 CONCLUSION
BIBLIOGRAPHY
CHAPTER ONE
INTRODUCTION
1.1
BACKGRONUD TO THE STUDY
The important attacked to a customers perception of a company’s image, very
from company to company and from one country to another. In the developed
and industrialized countries such as U. S.A. and Sapan when marketing is
practiced to the letter, such perception is give utmost attention. In
Nigeria where Nigerians are only past beginning to cultivate marketing culture,
only few companies attack significance to this. Through there may be
pubic relation department existing in most firms they are not marketing
oriented.
It is easier for a product manufacturer to thrive without a good image to his
pubic than a service provide. That is why the production and product concept
were difficult to change. When an individual is in dire need of an offering. He
least considers the image of the outerprice producing it. This is however
not possible in the service industry. Pubic relation is an important as
the industry itself except for situation where such service are rare.
The television industry is fastly growing and becoming more competitive. The
some customs are sambaed for due to the peculiar nature of service, one of the
ways of convincing customer of quality output is by projecting a good corporate
image. This is because in service provision. Manufacturers and customers
have a direct relationship which cold be adverse or favorable, this determines
to a longer extent customer loyalty. Through effectiveness and efficiency
in the promotional mix yield a signergistice result with regards to
customers attraction and retention , the manner in which any programme
presented creates a perception in the customer mind.
According to the institute of public relation, public relation in the
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organization and it’s public.
In Webster’s third New International Dictionary it was defined as:
- The
promotion of good report and good will between a person, firm or
institution and other person’s special public or community at large though the
distribution of interchanged and the assessment of public reaction
- The
degree of understanding and good will achieved between individual, organization
or institution and the public
- The
act or science of developing reciprocal understanding and good will
- Ebul
(1995.306) public relation is relationship between a firm and it’s
numerous public. It is also a management activities planned to shape and affect
the attitude and behaviour of the public.
NTA Enugu like other NTA production centers is
structured into six divisions for effective management namely:
Engineering, Programmes, News and current Affairs; Administration, commercial
and Account. The station has a staff strength of 365 which is also
largest within the authority. The station has a 10KW Thomson CSF
transmitter which in installed in 1982 and commissioned in for programme
transmission in the same year has an effective rediated power (ERP) of
over 100KW. NTA Enugu not only blankets the entire Enugu state
within clear television signals but the station is also received clearly
in nine neighboring state including; Anambra, Abia, Akw-Ibom, Benus, Ebonyi,
Edo, Delta, Kogi and Imo.
NTA Enugu is renowned for its excellence in programme production some of
these prgormames provided are drama, musical documentary and current affairs
1.2 STATEMENT
OF PROBLEMS
Out of the promotional
mix variables in marketing, public relation seems to be the only tool
appealing of customer emotions. This is because it involves the firm and
customer directly and leaves a lasting impression on the customer’s mind.
Nigerian Television Authority Enugu though the oldest television
station in Enugu is still trying to maintain its standard among other
television station like ESBS and MST could this be as a result of its
experience and performance? Is the company’s image so favourable to
customers?
1.3
OBJECTIVES OF STUDY
From the problem deduced. This research work has the following
objectives.
- To
find out if the public relations is a successful tool in attracting
customer.
- To
find out the impact of public relations on consumers patronage of NTA services
- To
recommend what can be done to maintain and enhance public relations, and its
positive effect on the company.
- To
find out which public relations tools in most effective.
1.4
HYPOTHESES FORMULATION
Hypotheses for this research work are:
Ho: Customers are
not attracted by the public relations programmes of the NTA
Hi:
Customers are attracted by the public relations programme of the NTA
Ho2 The
station’s public relations programmes are not retained in the mind of the customers.
H2
The station’s public relations programme are retained in the mind of the
customers.
Ho3 The
company’s image or not positively projected through its public relations
activities
H3
The company’s image is positively projected through it’s public relations
activities.
Ho4
Company’s public relations activities do not affect the profit
favourably.
1.5 SIGNIFICANCE
OF STUDY
This study will be of
immense benefit to the broadcast sector especially Nigeria
Television Authority to determine the extent of the effectiveness of
their public relation activities on consumers. In addition it will help
the company attached to its co- operate image by the customers.
Since services are
essentially. Intangible, steps taken to tangiblize the intangible
appeals to customers, and thus can invite or sear them. The study will enable
the firm to take appropriate step in tangibility services. Also
beside other promotional tools which informs, persuade and remind consumers
public relations has a long lasting impact and tend to cost loss especially for
services.
The study will also help
the NTA station to determine the extent of the effectiveness of their
public relations activities on customers. Knowledge of the feelings of the
public on their activities will help them to make amendment and correct
misconceptions (of any) when and where. Necessary.
This in term will make
them to have an edge above its competitors and customer’s patronage
will automatically increase.
A good practice of
public relations by the station will encourage service industries (consumer) to
appreciate the need for public relations. By so doing the company’s image will
be favorable projected and increase profit will automatically be the out come.
The researcher also will
benefit from the work since the study is part of her academics profession. A
through knowledge of public relation activities will help her in
the practice of her profession (marketing)
1.6 SCOPE
OF THE STUDY
For the purpose of the study, the research work
was limited to Enugu metropolis. It was carried out with Nigerian
Television Authority as its case study. It unfolded the impact of public
relations in attracting and retaining customers.
1.7 DEFINITION
OF TERMS
Services:
Activities benefits or satisfaction offered for sale where there is no
exchange of tangible good involving a transfer of tittle.
Customers:
One who patronizes a give offering product or service
of an organization
Publics:
Group of people who an organization set to satisfy through their product or
services . people who come in contract with the organization while trying to
achieve it’s objectives.
Mix:
Variable brought together to produce synergistic result.
Department | Marketing |
Project ID Code | MKT0048 |
Chapters | 5 Chapters |
No of Pages | 69 pages |
Methodology | Chi Square |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
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