ABSTRACT
The study focused on increasing
customer traffic through public Relations: a case study of first Bank PLC
Enugu. The objective of the study among others include:
…to determine the impact of
Public Relations on increasing costumer traffic
…to know how Public Relations
helped in improving communications between organization and its Public
…to find out if Public
Relations activities of First Bank impacts on its Profit.
Based on these, three
hypothesis were formulated each focusing on impact of specific Public
Relations. Information were sourced from extensive literature on
journals, textbooks and materials of the area of study were reviewed.
Primary data were sourced from respondents comprising customers,
relevant staff and management of First Bank Plc
Data collected were
presented in statistical tables, analyzed and interpreted.
Based on the analyses, some
of the following findings were made .
-
It was discovered that the customers of first bank are satisfied
with the Public Relations activities of the bank but it requires
improvement as indicated by the few that were not satisfied.
- The researcher equally
discovered that the their service charges were moderate and quality of their
services commendable, but a reasonable number complained that they
spend more than an hour attending to them, equally of note is that some of
their staff are arrogant.
Based on the findings the
researcher made the following recommendation:
- The management should
internalized Public Relations activities in their operations for
improve Public Image and the companies sustenance.
- The Public Relations
function should be defined to avoid confusion in the organization. It should be
clearly defined to include relationship with other publics and not only press
Relations, publicity, lobbing and counseling, the relationship should be
clearly incorporated. This when carried out will lead to the achievement of the
organizational
goals.
TABLE OF CONTENTS
CHAPTER ONE
1.1
INTRODUCTION
1.2
BACKGROUND OF THE STUDY
1.3
STATEMENT OF THE PROBLEM
1.4
OBJECTIVE OF THE STUDY
1.5
RESEARCH HYPOTHESIS
1.6
SIGNIFICANT OF THE STUDY
1.7
SCOPE OF THE STUDY
1.8
DEFINITIONS OF TERMS
CHAPTER TWO
2.1 LITERATURE
REVIEW
2.2 WHAT IS PUBLIC RELATIONS
2.3 DEVELOPMENT OF PUBLIC
RELATIONS PRACTICE IN NIGERIA
2.4 AN OVERVIEW OF PUBLIC
RELATIONS
2.5 CONSUMER RELATIONS
2.6 ISSUES MANAGEMENT
2.7 STRATEGIC PLANNING FOR
PUBLIC RELATIONS
2.8 DIMENSION OF PUBLIC
RELATIONS
CHAPTER THREE
3.1 RESEARCH METHODOLOGY
3.2 SOURCES OF DATA
3.3 POPULATION OF THE STUDY
3.4 DETERMINATION OF SAMPLE
SIZE
3.5 RESEARCH INSTRUMENT USED
3.6 QUESTIONNAIRE DISTRIBUTION
3.7 LIMITATION OF THE STUDY
CHAPTER FOUR
ANALYSES, INTERPRETATION AND
PRESENTATION
4.1 PRESENTATION OF DATA
4.2 DATA PRESENTATION AND
ANALYSES
4.3 TEST OF HYPOTHESIS
CHAPTER FIVE
SUMMARY , FINDINGS AND
RECOMMENDATION
5.1 CONCLUSION
5.2 FINDINGS
5.3 RECOMMENDATIONS
5.4 CONCLUSION
5.5 BIBLIOGRAPHY
5.6 APPENDIX
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Public Relations has be come a potent tool in modern
business management in recent times. A public is any group
that has an actual or potential inert in or impact on a company ability to
achieve its objective. The main goal of pubic Relations are to create, maintain
and protect the organization reputation, enhance its prestige and a favourable
image.
According to Edoga (2008:30) defined Pubic Relations as the
Management function that establishes and maintain mutually beneficial
relationship between the organization and the publics on whom its success or
failure depends. And Pubic Relations is an organizations effort to win
the cooperation of group of people.
Nwokoye (1984:212) defined Public Relations as the activities of cooperation
union, government or other organizations in building and marketing
sound and productive relations with special public such as costumers,
employers or stockholders and with the public at large. So as to adapt
itself to its environment and interpret itself society.
Busch and Houston(1995:200) noted that Public Relations is
management function which evaluates public altitude, identifies policies and
procedures of an individual or an organization with the public interest
and executes a programme of action to earn public understanding and acceptance.
Public Relations (PR) is the management of internal and external
communication of an organization to create and maintain a positive image.
Public Relations is management directing responsibility, because
business can only think/ survive by virtue of continuing public approval “ with
public sentiment nothing can fail, without it nothing can succeed”
(Irving Smith kegan, 1977:2) quoting Abraham Lincoln. Public
Relations is aimed at making friends for the organizations
and building internal and external goodwill on the reasonable
that the are strongly needed for an organization to remain in business and make
profit. With the increase in the activities of an organization, the need for adequate
communication between the organization and those who in one way or the other
are affected by the activities of the organization becomes more
imperative.
An organization while wanting to remain viable, need to have good
relations with its employees, customers of its products/ services , future
investors, stockholders and Infact the general public. As an
organization specialized in manufacturing or offering services, it needs
to show its staff existing or potential customers that it is up to date, forward
looking, concerned to product, offer the best goods /services for the
price it charges and to make sure that it customers are really
satisfied.
There is proliferation of Banks, this has brought about keen
competition in the industry. This competition impacts negatively on the profit
of the First Bank plc in Enugu. The question that comes to mind is how
can First Bank survive in this competition, making sure that they have
customers.
Manufactures and producers of goods and services are aware that
the Public Relations does not only ensure that good relations with the public
but can strive towards profit making through increased customers patronage
It is in the light of the importance attached to Public Relations
that the researcher seeks to examines the role of Public Relations
in increasing customer traffic with special interest in First Bank
PLC Enugu.
1.2 STATEMENT OF THE PROBLEM
A good corporate image is usually regarded to be essential
for the existence of an organization, the success or failure of a
cooperation depends on its relationship with its special Publics, consumers,
employees, stockholders, government, community, distribution-dealers, suppliers
and others. A favourable corporate image creates confidence in an organization.
The Banking industry is very competitive, various Banks uses marketing strategy
to get customers. One of the marketing strategies adopted by banking industry
is the use of Public Relations. Public Relations has been found to be very
effective but it does not go with out some problems.
Thus, in this study, the researcher critically looked at the
following:
(i) How can the company managed the cost of Public
Relations?
(ii) How can the Public Relations of the company be
made more effective?
(iii) What is the state of attitudes and beliefs?
(iv) What is the corporate image of those
organizations?
(v) What are the Public Relations objectives of the
organdies?
The researcher is therefore poised to highlight the problem areas
and how it enforce its Public image so as to create a
favourable corporate image among their special Publics, leading to increased
customer traffic.
1.3 OBJECTIVE OF THE STUDY
- To ascertain how Public Relations
help in eliminating misunderstanding
- To recommend solutions to the
problems on Public relations identified
- To know how Public Relations
helped in improving communication between people and the organization
- To determine the impact of public
Relation on increased customer traffic
- To determine the impact of Public
Relations on customer patronage
1.4 RESEARCH HYPOTHESIS
Three hypotheses
were formulated to give focus to this study.
H01:
Public relations activities of First Bank do not lead to increased
customer patronage
H1:
Public relations activities of First Bank lead to increased customer patronage
H02:
Customers are not satisfied with the public Relations activities of the Bank
H2: Customers are satisfied with the public Relations
activities of the Bank
Ho3:
Public relations activities impact negatively on the activities of First Bank
H3: Public relations activities impact positively on the
activities of First Bank
1.5 SIGNIFICANT OF THE
STUDY
Public Relations
element include to inform, persuade and integrate-informing, persuading and
integrating who it’s general public whether in an organization, among
individuals or public corporation like the Banks.
The study will help the personal satisfaction for one to
know if they have effectively improved in their communication between their
management and their general public .
To know how corporate is their programme and how they interact
with customers.
To know if they customers are impressed with their services or not
and to know if they are improving or failing.
It will equally helped the researcher and the readers who are
interested in caring out a related study
SCOPE OF THE STUDY
This study is aimed at First Banks operation within Enugu. It also
concentrate on increasing customers traffic through public Relations because of
money and time constraints
1.6 DEFINITIONS OF TERMS
Public corporation –independent
bodies set up by status to carry out duties entrusted to it by status.
Public Relations (PR) –
it is that management function which has to do with reconciling or managing the
interest of the organization and the interest of the publics through effective
two way communication based on truth and information.
Publics –
this is any group that has an actual or potential interest in or impact on a
company’s ability to achieve its objective Kotler (2009:523) 13th edition.
Image—mental
picture or idea, view, opinion of something such as service or product held by
the public
Corporate image—having
held or belonging to a corporation, the image such as a corporation builds for
itself could be favourable or unfavourable
Opinion and Altitude—belief
or judgment not founded. A complete knowledge. What the people feels, thinks or
believe about something
Corporate objective—the aim of a company, point of view which a
firm directs its material and human resources to achieve a particular set
goal.
Department | Marketing |
Project ID Code | MKT0055 |
Chapters | 5 Chapters |
No of Pages | 105 pages |
Methodology | Chi Square |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2347043069458 |