ABSTRACT
This study focused on the impact of
effective public relations practice in the marketing of banking service in Enugu
metropolis. A case study of zenith bank plc operating in Enugu state. It aims
at identifying the areas of potential problems in order o enable corrective
measure to be taken. Although zenith bank plc maintains a corporate affairs
department that performs public relation functions, yet the management is not
happy because the bank does not have good image in the opinion of its
customers. It was based on this that the research decided to embark on the
present study, with the following objective in mind to determine whether zenith
bank considers as important the public relations policy of the organization as
strategic. To determine whether zenith bank communicate effectively major
policy issues to its publics. To ascertain and discuss whether public relations
activities of the bank has any significant impact on the existence, growth
profitability an survival of the bank. Construction of the questionnaire and
the formulation of other items. The questionnaires was meant for two categories
of respondents as follows. The staff and management of zenith bank , the
customers of the bank. The questionnaire was structured to contain both the
multiple choices and the open ended questions. Major findings of the study were
also obtained. The study concludes that effective public relations is a
necessary ingredient for the survival and continued relevance of an
organization
TABLE
OF CONTENTS
Title
- - -- - - - - - - - - -i
Approval
- - - - - - - - - - - -ii
Dedication
- - - - - - - - - - -iii
Acknowledgements- - - - - - - - - -iv
Table
of contents - - - - - - - - -v
Abstract
- - - - - - - - - - -viii
CHAPTER ONE
INTRODUCTION
1.1
Background of the study - - - - - - -1
1.2
Statement of the problem- - - - - - - -5
1.3
Purpose of the study- - - - - - - - -6
1.4
Significance of the Study- - - - - - - -7
1.5
Research Questions- - - - - - - -8
1.6
Scope of the Study - - - - - - - -9
1.7
Definition of Terms - - - - - - - -9
CHAPTER TWO
LITERATURE REVIEW
2.0
Introduction- - - - - - - - - -12
2.1
Review of related literature a historical perspective - -13
2.1.1
Historical background and definition of public relations -13
2.1.2
Exchange rate policy in Nigeria from (1960-1998)- - -19
2.3
Definition of public relations- - - - - - -16
2.4
summary of literature review- - - - - - -26
CHAPTER THREE
METHODOLOGY
3.0
Introduction - - - - - - - - - -28
3.1
Design of the study - - - - - - - -28
3.2
Area of the study - - - - - - - -29
3.3
Population of the study- - - - - - - -29
3.4
Sample of the study- - - - - - - - -29
3.5
Instrument of data collection - - - - - -31
3.6
Validation of the instrument - - - - - - -32
3.7
Distribution and retrieval of Instrument - - - -32
3.8
Method of data analysis- - - - - - - -33
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1
Analysis of data from bank officials - - -- - -35
4.2
Analysis of data from customers - - - - -43
CHAPTER FIVE
SUMMARY CONCLUSION AND RECOMMENDATION
5.1
Summary of findings - - - - - - - -48
5.2
Conclusion - - - - - - - - - -49
5.3
Recommendation - - - - - - - -49
5.4
Limitations of the study - - - - - - -50
5.5
Suggestions for further research - - - - - -51
References
- - - - - - - - - - -52
Appendix
A- - - - - - - - - - -53
Appendix
B- - - - - - - - - - -54
CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The success of an organization can be derived from
the efficiency and effectiveness of its own resources .public relation is one
of the most difficult concepts to define .This is because it seems so easy to
understand but yet quite difficult to describe in practical terms .Also many
people including public relation practitioners believe they have the best
understanding of the concept and so have come up with many different definition
of the concept. Some organizations can do well with minimum resources but there
are others which do not do well even with abundant resources, human, financial
and material resources. The differences between these organizations depend on
the method of allocation of resources and the use to which they are put as a
result. The importance of resources management in achieving organizational
success cannot be under estimated. And so, the need for planning arises.
Planning is the part of management process that attempt to define the
organizations future.[DALTON 2006] Said that planning is the process by which
managers examine their internal and external environment , as fundamental
questions, goals and objections [LVANCEVICHET 2004] Simply put , planning as
the process of determing organizational objectives and identifying the ways and
means of realizing them . Since the objectives are derived from plans,
organizations are bound to set objectives so that they can in the long-run,
achieve corporate goals and objectives. It is in this perspective of achieving
corporate goals and objective that public relations is a half-way house between
transforming corporate objectives into corporate goals .This is why public
relations practitioners are always on the lookout for time bombs and landmines
.Therefore, the first assignment of the corporate affairs people [department]
in any organization is to have full grasp of an organization objectives. Having
done this, it helps them to use relevant public relations strategies and
tactics to achieve a corporate culture that is profit driven.
All over, whether private or public
companies, organizational first aim is to make profit. This is because profit
maximization is the core of a business, this claim is justified by the fact
that most companies that have not been able to break even, talk more of making
profits, have gone under .To this extent,
profit maximization is a way of measuring efficiency, just as it ensures
the sustainability of the company . Since good public relation can be a
catalyst to profit making, the public relation unit of an organization as an
engine room of corporate reputation of their organizations are saddled with the
responsibility of not only creating sales, but also of making customers and
sustaining them. And so, public relations professionals have no choice than to
dabble into market research, branding, advertising and other promotional
campaigns. As such public relation people are always in the vanguard of finding
out how customers could be better served. As the Chinese saying goes,’’ A man
without a smiling face must not open a shop’ in a nutshell, customers care is
all that it takes to keep business flourishing no matter the size of the
business. Consequently, the public relations unit has the responsibility of
ensuring that its organization is a good corporate citizen and is socially
responsible to the community in which it is situated. The central argument here
is that companies which is widely accepted by their host communities is likely
to translate the collective patronage of the host communities’ assistance as
well as that of other customers, into revenue. It is common knowledge that some
business organizations which paid up service to their host communities has left
in their trail adverse, social and political consequences which effects
snow-balled into negative publicity of unimaginable dimensions. In some cases,
these organizations have been made to retreat rather than forward .This study
is aimed at exploring the impact of effective public relation on marketing of
banking services in Enugu metropolis. In the banking sectors the banks needs
their customers to remain relevant in business and ensure the sustainability of
customers patronage, the bank image must be maintained through stimulating
quality customer services and creating good public relations. It is in this
sense that public relation automatically became the basic foundation for
organization, particularly bank in this age of global completion that strive
towards profit maximization and marketing expansion of banking services.
1.2 STATEMENT OF PROBLEM
Communication as a
profession is multifaceted. It helps to establish and sand its various publics.
This
explains why zenith bank has adopted the practices. Although zenith bank
maintains public and corporate affairs department charged with the
responsibilities of performing public relations functions, yet the management
is unhappy because there is a lot of complaints by customers of zenith bank
concerning the poor services of the bank [bad image] , despite efforts to
promote mutual understanding and corporate image among its various
publics.Therefore,it becomes a matter of concern to discover if the bank take
policy decisions without customers regards.
·
Will they prefer social or economic
responsibilities as a managerial function?
·
Are their accounts for effective
performance of corporate social responsibilities in Nigeria?
·
Do they make social negative effect on
their turnover and profitability due to non-performance of social
responsibilities?
·
Do they consider customer background or
compliant when implementing their policy.
1.3 PURPOSE OF THE STUDY
Based on
the problem identified, the purpose of the study includes;
I.
To find out if the bank [zenith]
increase profit from the implementation of policy, regardless of customers
background.
II.
To find out if the policy decision by
zenith bank are taken without regard to customers satisfactions.
III.
To ascertain if zenith bank in Nigeria
do consider social responsibilities as a managemerial functions.
IV.
To ascertain whether several factors
account for their effectiveness in the performance of cooperate social
responsibilities in Nigeria.
1.4 SIGNIFICANCE OF THE STUDY
This research study is
of importance, because it is done at a time ,most firms including the zenith
bank , are saddled with image problems. They include
I.
The outcome of this research will enable
zenith bank discover the extent of harm the company had suffered due to its bad
public relation practices and consequently improve on it.
II.
It will be used by the company’s
management to decide on how to improve on its customer’s relation and public
relation practices.
III.
Similar organization will use it as a
tool in repositioning their business practices and how to avoid negative image.
IV.
It will be of help to future researchers
on how public relation can be used to strengthen relationship between customers
and stay afloat in business
1.5
RESEARCH
QUESTION
I.
Does policy decision by zenith bank
affect relationship with its customers?
II.
How often do the customers of zenith
bank complain of poor managerial functions?
III.
Does zenith bank of
Nigeria consider social responsibilities or economic responsibilities?
IV.
Will zenith bank increase its profit
from implementation of policy regardless of people or customers background or
compliant?
1.6 SCOPE OF THE STUDY
The scope of this study is limited to the
achievement of the objective of this study, impact of effective public relation
in marketing of banking services in Enugu metropolis “a case of study of zenith
bank Enugu”.
In
other words, the study will be focused on zenith bank and its customers located
at Ogbete main market Enugu as representative of the banking industry, which
constitute the population of this study. Therefore, the research will be
carried out in Enugu metropolis.
1.7 DEFINITION OF TERMS
BANK-is
a financial intermediary and money creator that creates money by lending money
to a borrower on the bank’s balance sheet.
BANKING
SERVICES; The various way in which a bank can help a
customer, such as operating accounting, making transfers, paying standing
others and foreign currency.
PUBLIC
RELATION; is the way organizations, companies and individuals
communicate with the public and media. A PR specialist communicates with the
target audience directly or indirectly
through media with an aim to create and maintain a positive image and create a long
relationship with the audience.
MARKETING;
is communicating the value of a product, service or brand to customers for the
purpose of promoting or selling the product, service, or brand.
SERVICES;
Intangible product such as accounting,
banking, cleaning, consultancy, education, insurance and enterprises, medical
treatment and transportation.
ASTROUTURFING;
The practice of a company, industry or interested group creating “front group”
and organization to make it appear relevant publics or decision markers as if
they are truly spontaneous grass root groups supporting the companies,
industries groups position.
COLLATERAL-Property
that you agree to give to a bank if you fail to pay back, you have borrowed.
BANK
STATEMENT- A document that shows all the money that went into
or out of the of your bank account during a particular period of time.
COMMUNITY
RELATIONS- The communications functions used to
convey facts and data about a client to the public or specifics publics and to
educate and inform them about the clients work in the community and on its
behalf.
DISCOUNT
RATE- The rate of interest that a central bank charges
another bank that borrows from it.
Login To Comment