Wednesday, June 21, 2017

THE ROLES OF PUBLIC RELATIONS IN ENHANCING CUSTOMERS SATISFACTION

CHAPTER ONE
1.0       Introduction
1.1       Background to the Study
            Many scholars have contributed to the success of defining what public relations is. Some scholars believed and wrote on it as act (deed) representing a group or organization.
Public relations is deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. British Institute of Public Relations (IBPR).

            According to Roger Hayward as quoted by Adegoke (2001:1)says that public relations is the propagation of the personality of the organization. This states the importance of communication between the organization and its public” Roger Hayward’s definition has something to do with the British Institute of Public Relations (IBPR) definition because both state the duty of public relations officers in promoting, projecting and representing the organization and at the same time relating with the publics  of the organization both the internal and external public. Public relations  project the management personality of which the public relations department represents, through their activities with the use of their perspective tools (i.e. Print and electronic media).
            The aim is to create favorable atmosphere between an organization and its publics. Sam Black (1962: 62) asserts that public relations involve anything that is focused, improving and enhancing the flow of communication between institution and its publics.
            The main words that can be draw out from Sam Black definition in the crucial role- played by any ( if any)public  relations department through the means of using mass media.
            However, in this research work, impartial assessment will be done, on the role of public relations in enhancing customers satisfaction as the main crucial and prominent tool in business success.
            While customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. 
It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.  Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.
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