IN THIS RESEARCH PAPER
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- Abstract : Available
- Table of Content: Available
- Research Questions
- Questionnaires
- References Style: APA
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DOWNLOAD COMPLETE RESEARCH MATERIAL NOW! NGN3,000ABSTRACT:
This research investigates the role of public relations in enhancing the marketing strategies of banking services in Enugu metropolis, particularly focusing on Zenith Bank PLC. The study reveals a significant gap between the bank’s public relations efforts and customer perceptions, highlighting the challenges in managing corporate image amidst rising customer complaints. Using a mixed-methods approach, primary data was collected through structured questionnaires targeting both bank staff and customers. The objectives included examining the integration of public relations policies in strategic decision-making, assessing the effectiveness of communication strategies regarding major policy issues, and evaluating the impact of public relations on the bank’s profitability and growth. Key findings indicate that while the bank’s corporate affairs department aims to foster positive public relations, a disconnect remains between management perspectives and customer satisfaction. Consequently, the study concludes that effective public relations practices are essential not only for improving customer relations but also for ensuring the long-term sustainability of banking services in a highly competitive market. This study contributes valuable insights for banking institutions striving to align their public relations strategies with their marketing objectives.
Keywords: Public Relations, Banking Services, Customer Satisfaction, Marketing Strategies, Corporate Image, Profitability
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TABLE OF CONTENTS
Title
Approval
Dedication
Acknowledgements
Table of contents
Abstract
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Purpose of the study
1.4 Significance of the Study
1.5 Research Questions
1.6 Scope of the Study
1.7 Definition of Terms
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
2.1 Review of related literature a historical perspective
2.1.1 Historical background and definition of public relations
2.1.2 Exchange rate policy in Nigeria from (1960-1998)
2.3 Definition of public relations
2.4 summary of literature review
CHAPTER THREE
METHODOLOGY
3.0 Introduction
3.1 Design of the study
3.2 Area of the study
3.3 Population of the study
3.4 Sample of the study
3.5 Instrument of data collection
3.6 Validation of the instrument
3.7 Distribution and retrieval of Instrument
3.8 Method of data analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Analysis of data from bank officials
4.2 Analysis of data from customers
CHAPTER FIVE
SUMMARY CONCLUSION AND RECOMMENDATION
5.1 Summary of findings
5.2 Conclusion
5.3 Recommendation
5.4 Limitations of the study
5.5 Suggestions for further research
References
Appendix A
Appendix B