The Impact of Public Relations on Customers Patronage of New Generation Bank in Nigeria.
ABSTRACT
The research work focuses on the public relations influence on customer’ patronage of new generation banks (NGBs) in Enugu . four banks were selected Diamond Bank, Zenith Bank.
United Bank for Africa (UBA) and ECO Bank .The main problem talked by the study is what public relations could do in retaining customers of NGBs IN SPITE of the problems bedeviling the banking industry IN Nigeria. Some of the objectives which the study set to achieve include:
To ascertain the influence of public patronage needed to enhanced the profit motives of new general banks (NGBs). To determine whether customers are sensitive to the attitude of bank workers toward them
To determine customer’s perception of NGBs and how such perception affect their patronage vis-a –vis the profit margin of the selected banks.
To find out what informed customer decision to patronize of the NGBs literature on public relation principles , customer relations and perception of the banking industry were extensively reviewed both primary and secondary data were used for the study.
Initially some high ranking ground office staff were interviewed and the information obtained from them were quite useful in pursuing certain are of inquiry and which later formal the basis for the construction of the questionnaire and formulation of hypotheses.
At last some finding were made and conclusions reached some of the findings are that:
Customer are sensitive to bank workers attitude towards them ii Customers have favorable image rating f NGBs studied.
Customer will encourage others to patronize NGBs because of nice treatment they receive from bank workers etc.
TABLE OF CONTENT
Title page
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of content vii
CHAPTER ONE
- Background of study 1
- Statement of problem 4
- Research objectives 5
- Hypotheses formulation 6
- Significance of the study 6
- Scope of the study 6
- Limitations of the study 7
- Definition of operational terms 7
References
CHAPTER TWO: LITERATURE REVIEW
- Modern philosophy of public relation s 10
- Public relations and Banking in Nigeria 12
- The Role of public Relations in the management of finance 14
- The structure and the Role of public relations department at corporate level of Banks 17
- Doing public relations at the branch levels of banks 19
- Tips for frontline officers on How us Relate with the customers and other key publics at the Branch level 23
2.6 (b) Selection and Training of frontline people in the Art of Quality customer service 24
2,7 Customer Relations 28
- Objective of customers Relations 29
- How to plan a customer Relations programme 30
- Who are the customers 31
- What the customers perceive is Reality to Him 32
- Key to shaping customer perception 34
- Review of ethical imperative and social responsibility 39 References 41
CHAPTER THREE: RESEARCH METHODOLOGY
- Research design 44
- Population of the study 44
- Sample and sampling technique 44
- sample size determination 45
- Research instruments and procedure 46
- Reliability / validity of research instrument 47
- Method of data analysis 47
References 48
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
- Introduction 49
- Allocation of questionnaire and rate of returns 49
- Analysis of relevant questions 54
- Test of hypotheses 63
CHAPTER FIVE : SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION
- Summary of findings 70
- Conclusion 71
- Recommendation 72
- Suggestion for further studies 73
Bibliography
Appendix (Questionnaire )
INTRODUCTION
1.1 Background of the Stud
To survive in the banking business effective public relations is inevitable. Gone are the days when some banks thrived because the customer had no choice. The situation today is that the bank must convince the customer, to attract his patronage.
In other words, customer satisfaction has become a basis for attraction. Also in the banking sector, public relations are most needed to boost customer relations, financial relations and shareholder relations which in turn will help to build a sustainable corporate image.
However, at the close of last millennium two major contradictory phenomena occurred in Nigeria banking sector. The older banks in the sector were not really performing their financial intermediation roles to expectation .
Some of these older banks that were deemed to have grown solid in every confidence and credibility.
This was largely kue to liquidity problems or what has been referred to as financial distress in the industry or better put banking in business for ages and are still strong to survive whatever vicissitude this millennium might bring to the industry .
BIBLIOGRAPHY
Adikwu, M.A (199), “Improving bank, profitability Through public relations and marketing in Nigeria” in Ikechukwu. E. BNwosu (ed) Mass communication and National Development perspectives on communication Environments of Developments in Nigeria. Aba .
Adebayo, O.O (1998), Public Relations Challenges in Nigerian, Lagos: Royal Maneda Production.
Ajala, Victoria O. (19990), Public relations in search of professional Excellence, Ibadan Africa Link Books.
Anyanwu, Aham (1990), Dimensions of marketing Owerri: Alvan Gobal production.
Bennet, Peter D. (ed) (1988), Dictionary of marketing Terms, Chicago: American Marketing Association.
Black, Sam D. (1982) Introduction to public Relation, London: The Medino press limited.
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