THE ROLE OF PUBLIC RELATION AS A TOOL FOR CUSTOMER SERVICE INDUSTRY ( A CASE STUDY OF NIGERIAN TELEVISION AUTHORITY ENUGU SERVICES TO SELECTED FINANCIAL INSTITUTIONS)

THE ROLE OF PUBLIC RELATION AS A TOOL FOR CUSTOMER SERVICE INDUSTRY ( A CASE STUDY OF NIGERIAN TELEVISION AUTHORITY ENUGU SERVICES TO SELECTED FINANCIAL INSTITUTIONS)

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.

THE ROLE OF PUBLIC RELATION AS A TOOL FOR CUSTOMER SERVICE INDUSTRY ( A CASE STUDY OF NIGERIAN TELEVISION AUTHORITY ENUGU SERVICES TO SELECTED FINANCIAL INSTITUTIONS)