Influence Of Public Relations On Customers’ Satisfaction

Project and Seminar Material for Mass Communication

Influence Of Public Relations On Customers’ Satisfaction

Abstract

Consumer satisfaction is always a question mark in minds of sellers as it is very difficult to find that what exactly consumer want from the seller. For the very same reason this research is conducted that how customer satisfaction can be gained with the help of public relation. Customer satisfaction is one of the most important issues in an organization from beginning and its play a crucial role in firm profit maximization. Study collect data from 200 policy holders of different companies in Lagos statea simple random sampling method. A structured questionnaire used to collect data from the respondents. Study shows that value added services and conflict handling are the major reason for the customer satisfaction. Managers can use this study and can implement these findings in their business for their customer satisfaction and more money earnings.

Chapter One

Introduction

1.1 Background of the Study

By definition, public relation is the practice of managing the spread of information between an individual or an organization such as a business, government agency or a non-profit organization and the public. It is an accepted fact, that public relations (PR) is important in the survival of all types of organization today, since it is expected to play direct and indirect roles in gathering goodwill for the organization and demonstrating public accountability. As there are different organizations, public relation is expected to play this role selectively in order to satisfy the diverse expectations of both the organization and their target publics. Public relations are the task of goodwill creation directed at building harmony between and organization and its public through mutual understanding based on truth and full information. It is a deliberate plan and sustained effort to establish and maintain mutual understanding between an organization and its publics. The institute of public relation (IPR) in United Kingdom has defined public relation so.

Public relation is aimed at winning the cooperation of those who have something to do the organization to ensure their understanding. This would only be possible through the implementation of programmes of action which serve both public interest and the organization. Accordingly the duties of public relations are directed toward developing and encouraging attitudes and behaviour which will nurture the seeds of mutual understanding and assist in building strong and healthy growth. Haywood (1996) shares the view that public relations encourage pursuance of positive step to active goodwill. P.R advocates elimination of practices which through legitimate or illegitimate means may offend public opinion or jeopardize mutual understanding. Public relations encourage the building of corporate reputation. Thus, an organization must ensure that it makes public image acceptable. Many scholars: Harlow and Black (1989) have contributed to the success of defining what public relation is and also believed and wrote on its as act (deed) representative a group or organization. In any organization, the need to maintain the image of the organization is in our contemporary societies a private one hence this study survey the role of public relations in enhancing consumer’s satisfaction. We set out to find whether Nigeria Airways Enugu, has in any way satisfied or disssatidied the total number of people or customers that have been satisfied or dissatisfied by the organization. This study will also x – rays how far the PR roles have helped or will help to co-ordinate the organizations perception of the Nigeria airways image when determined are bed, them the researchers would be in a better position to advise and make necessary recommendations in order to enhance it’s image. And also, to contribute to the knowledge of mass communication and indeed to the acknowledge of geniality of Nigerian in their quest for the effect of customers satisfaction in government and in parastatals. The Nigeria Airways is a public interest and business enterprise and as such is required to succeed.

As a public institute devoted to the servicing of the public interest , it must have its customers, satisfactions as its prime motive to enhance and achieve public co-operation and acceptance. As a business institute, the Nigeria Airways must use business principles to operate in such a way that itbe comes economically strong enough to depend and sustain its independence against crumbling.

Against the background the Nigeria Airways, instituted the public relations department to help foster the activities of the organization in order to achieves it aims and objectives. This is so because no business oriented organization can make any meaningful achievement without the it is easy identifiable that the basic philosophy underlying public relation practice is prime importance in all spheres of activities. The public relations man engages himself in doing he has done. This involves winning friends, keeping them and influencing them, as well as others it also involves looking good by building and sustaining good image or goodwill through good deeds that will wimfavourable consideration for Nigerian Airways Enugu among members of the public.

According to the 1978 mexican statement, “Public Relation practice is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders and implementing planned programmes of action which will serve both the organization and the public interest” Rosevoult D. E. (1983).The fundamental of Public Relations practice. With regards to this definition, public Relation is viewed as a management function that conducts research to identify public attitudes, the plans and executes communication programme, designed to earn public understanding and acceptance that is to say, public relation play a vital role in helping business ventures. Corporate bodies and organization to create a strong Relationship with customers. In addition, the purpose of public Relations practice is to establish two communication seeking common ground of mutual interest and to establish understanding based on truth, knowledge and full information. Sam Black (1989) therefore, public relation serves the flow information between the organization and the public and also provides organization and opportunity to be exposed to their audience using topics of public interest and news items that do not require direct payment. According to the institute that to Public Relation (IPR) said that to establish and maintain mutual understanding

1.2 Statement of the Problem

In many organizations especially profit oriented firm management focuses on how to maximize profit at the expense of their customers.

The management of Nigerian air ways, does not seem to realize the potentials of public relation in building a good image for the successes of the organization.As a result of this, it is not known whether there are public relations personnel to handle public relations functions at Nigerian air ways, this is why, this study become necessary.

1.3 Objective of Study

  1. To find out the extend customers of Nigerian air ways, are exposed to public relations of the organization.
  2. To find out the relationship of customers of Nigerian airways and staff of the organization.
  3. To ascertain the influence of public relations on customers satisfaction in Nigerian airways.
  4. To find out the level of influence of Public Relations on customers satisfaction in Nigerian airways

1.4 Research Questions

  1. To what extent are customer of Nigerian airways exposed to pubic relation activities of the organization?
  2. How is the relationship between customers and staff of Nigerian airways?
  3. What is the influence of public relations on customers satisfaction in Nigerian airways?
  4. What is the level of influence of public relations customers satisfaction in Nigerian airways?

1.5 Research Hypothesis

The researchers will list the following: –

  1. H1: The pubic relation role goa long way in enhancing customers satisfaction in Nigeria Airways.
    H0: The public relations role does not go a long way in enhancing customers satisfaction in Nigeria Airways.
  2. H2: The Nigerian Airways faces image problem in execution of her duties.
    H0: The Nigerian Airways Enugu cannot face image problem in the execution of her duties.
  3. H3: The more political interference, the more effective the performance of public relations department.

1.6 Scope and Limitation of the Study

The scope of the study covers influence of public relation on consumers satisfaction in Nigeria. But in the cause of the study, there were some factors which limited the scope of the study

a) Availability of Research Material:

The research material available to the researcher is insufficient, thereby limiting the study.

b) Time:

The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

c) Finance:

The finance available for the research work does not allow for wider coverage as resources are very limited as the researcher has other academic bills to cover.

1.7 Operational Definition of Terms

Public Relations:

The procedure of programmed of activities of ensuring a link between an organization and its customers.

Customers:

This is a person who buys tings.

Customers’ Satisfaction:

This is a state were the customers are placed and contended with the produce or services given to them.

Airline:

This is an air transport business that runs a regular services.

Organization:

This is a group with special purpose of coming together as one to operate a business ventures. It could be government or private owned.

1.8 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows

  • Chapter one is concern with the introduction, which consist of the (overview, of the study), statement of problem, objectives of the study, research question, significance or the study, research methodology, definition of terms and historical background of the study.
  • Chapter two highlight the theoretical framework on which the study is based, thus the review of related literature.
  • Chapter three deals on the research design and methodology adopted in the study.
  • Chapter four concentrate on the data collection and analysis and presentation of finding.
  • Chapter five gives summary, conclusion, and recommendations made of the study.

Chapter Five

Summary, Conclusion and Recommendation

5.1 Introduction

It is important to ascertain that the objective of this study was to investigate the influence of public relation on consumers satisfaction.

In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given.

In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of consumer’s satisfaction.

5.2 Summary

The summary research varied out on the role of public relations department in enhancing customer’s satisfaction in Nigerian Airways. It is of great importance to the generality o the public who might make some journey by airline. The issue is of interesting idea and it makes any reader hearer to pay more attention. The study throw more light on some of the functions expected from any public relations practitioner. We have seen that the responsibility of making the customers of Nigerian air ways satisfied is that of the public relations unit. The public relation manager has to device means of ensuring and enhancing this in any organization is seen as a very big task, which has to be carried out by the public relations managers, so it is of great importance that the public relations department should work towards making or keeping peace in the establishment. This study also surveys the respondent, action in their natural environment towards the organizational efforts in keeping in touch with them and in making or providing adequate and sufficient information on the dates/ hours or flight take off. It was seen that the public relations unit or the organization is the only organ in the company that can pass information about airlines to the media houses. Infect, it was seen that it is the image of the organization that attracts popularity among the customers and the potential customers. In this sense, the only images that can last long is the one that stands valid, truthful and authentic. It is true that no organization can satisfy of numerous customers without being perceived first by the customers as trusted and dependable, so for Nigerian airways to maintain this type of dependability, its policies, performance and public relations has to be built on solid foundation, based on truth and favourable atmosphere within and outside the confines of the organization. Since attitude development is a function of experience, every experience a customer has in his interaction with a company constitutes to the attitude he forms about if. The literature reviewed in this study pointed pictures of what customers satisfaction is in any situation form the review of the literature, it was seen that the level or degree of organization goes a long way in portraying image of that organization. If the degree of satisfaction is high, the customers tend to maintain more cordial relationship and vice –versa.

Most authorities said that the Nigerian Airways of the achieve and maintain the image of the organization nor satisfy its customers, if she fails to involve the central eye person, the public relations manager whose duty is to carryout research on the customers to identify their needs, interest and aspirations and then formulate a programme or action towards satisfying the customers. Such policies and programme must be customers involving and oriented. As a way of satisfying its customer, the Nigerian Airways Enugu has to embark in the sell discount tickets, although not without the agents getting commissions on the tickets sales considering the statement made by Danbert, public relations is not synonymous with publicity. The public relations develop messages while publicity delivers them on the right place and of the business does not operate in a social vacuum. If the organization is to ensure long-term survival, she needs to respond to the growing public criticism of her activities and to be seen to make a positive contribution towards meeting their customer’s goal / satisfaction

5.3 Conclusion

Public relations practice is a conscious attempt to secure the sympathy of individuals or group of individuals as well as institutions who are directly or indirectly affected by the operations of a specific organization. Maintaining good will and mutual relationships with relevant publics of any organization therefore, is a sine qua non to the viability of any organization. The greatest asset any establishment can have is the good will of the public. A public that is well informed holds a positive attitude toward an organization which is critical to its survival . In relation with the above premise, the results of the study Cleary indicate among other, that profitable creation an delivery of customer satisfying services by organizations to the level of generating increase and sustained customer- patronage is tied to the volume of good will NGBs enjoy from their customer.

5.4 Recommendation

Due to the great job expected to be carried out by the public relations units of Nigerian Airways Enugu at least to ensure and enhance customer’s satisfaction, the following recommendations are made by the researchers.

The public relation manager should monitor the new trends on customers behaviour and attitudes to help him correct any wrong impression that may portray the organization in false light. He should put the customers interest of heart and direct more incentive to them. This could come in form of reduction as discount in tickets. As a way of making the organization succeed and prosper the more, the public relations manager must work and involve himself in able promotional activities undertaken by the organization. This includes involving him self with the marketing manager way of giving him/her guideline to help the organization sell her products .

The public relations manager should have as his principle/ slogan the idea of social responsibility to the community public or customers. He must poses the philosophy of social impact which expects that economic success should not have an edge over the social environment in which the organization exists.

The organization or for should the public relations units should carry out research from time to time to ascertain of the customers are at all times.

The organization should maintain good timing and network of flight take off and must make immediate dissemination of such information when bookings are made. The Nigerian Airways Enugu should go about sponsoring more programmes to help create more awareness to attract and retain their professional customer. The public relations manager must make sure that the policies of the department and that of the corporate management do not infringe any injury on their regular and potential customers.

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