CHAPTER ONE

INTRODUCTION

1.1. Background to the Study

1.2 Statement of the Problem

1.3 Objectives of the Study

i.4. Research Questions

1.5. Scope of the Study

1.6. Significance of the Study

1.7. Historical Background of Nigeria Bottling Company (NBC)

1.8 Operational Definition of Terms

References

Angelova & Zeriki (2011).Measuring Customer Satisfaction with Service Quality Using

American Customer Satisfaction Model (ACSI Model).International Journal of

Academic Research in Business and Social Sciences October 2011, Vol. 1, No. 3

Bejou, D., Ennew, C. T., & Palmer, A. (1998), Trust, ethics and relationship satisfaction.

International Journal of Bank Marketing, Vol. 16, No. 4, pp. 170-175.

Bruning & Ledingham (2000) Using Cultivation Strategies to Manage Public Relationships.

[Link] (accessed 22-11-2012)

Chukwu, B. (2018). "Corporate Social Responsibility Practices in Nigeria: A Case Study of

NBC." Nigerian Journal of Business Ethics, 10(2), 78-89.

Coca-Cola Company. “About Nigeria Bottling Company.” Coca-Cola Nigeria, [Link].

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E. Gummeson (1994). Making relationship Marketing Operational. [Link]/[Link].

Essienubong H. I., and Nsikak S. I., (2011) Liberalizing Telecommunication in Nigeria:

Argument for a Democratic Model. Journal of Social Science, Vol.

Fornell, C., (1992). “A National Customer Satisfaction Barometer: The Swedish Experience”.

Journal of Marketing, Vol. 56 No. 1, pp. 6-21

Gronroos C. (1994). Relationship Marketing: Understanding and Implementing the Concept.

[Link]/107/[Link] Accessed 22-11-2012

Hansemark, O. C. &Albinson, M. (2004).Customer Satisfaction and Retention: The Experiences

of Individual with Employees. Managing Service Quality, Vol. 14 (1)

Hokanson, S., (1995).The Deeper You Analyse the More You Satisfy Customers. Marketing

News, January 2, p. 16

Johnson, A. (2020). "The Evolution of the Beverage Industry in Nigeria." Journal of West

African Business Studies, 12(4), 23-45.

Kotler, P. (2000).Marketing Management. (10th Edn.), New Jersey: Prentice-Hall.

Kottler P. (2003). Principles of Marketing. (10th Edn.) Prentice Hall.

Lenert E. M. (1998). “A communication Theory Perspective on Telecommunication Policy”.

Journal of Communication, Vol. 48: pp. 3 - 23.

Levitt I.M. (1986). Marketing Imaginations. London: Free Press.

Morgan J. (1986). Images of Organisation. Sage.

Ndukwe, E. (2003). “The Role of Telecommunications in National Development”. A speech

presented at the 19th Omoyale Annual Management Lecture on Friday December 5, at

Chartered Institute of Bankers' Auditorium, Island.

Nigeria Bottling Company. “Corporate Profile.” NBC Official Website, [Link].

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 CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This chapter shall provide general literature on Public Relations and its link with

customer satisfaction, customer loyalty and business performance. Furthermore, it shall provide a

theoretical framework upon which this study shall be pegged. Generally, it shall include

conceptual framework, theoretical framework, and an empirical review of related literature.

2.1. Conceptual Review

2.1.1. Concept of Public Relations

It is very safe to say that what we now refer to as Public Relations had actually been with

us from the beginning of man’s existence. Although the phrase “Public Relations” was invented

3
in the twentieth century, the practice of public relations had been since the dawn of recorded

history. Edward Bernays (1961), one of the seminal figures in modern public relations stated that

‘the three main elements of public relations are practically as old as society: informing people,

persuading people, or integrating people with people. For Bernays and other Public Relations

historians, professional public relations has always moved with civilization (Bernays, 1961;

Cutlip, 1999). Society was crude at the start of its life, so was public relations. Primitive society

ruled mainly through fear and intimidation; whereas more advanced cultures employed

persuasion and debate. Public relations has equally followed this trend.

The British Institute of Public Relations (BIPR) (1969) defines Public Relations as ‘the

deliberate planned and sustained effort to establish and maintain mutual understanding between

an organization and its publics.” This definition suggest that Public Relations is not a chaotic

activity but calls for planning, research, anticipation, analysis of activities aimed at creating

understanding between an organization and its public. It requires the organization to understand

the public and the public to understand the organization. That is to say the public should be able

to understand why an organization has taken the decision it has taken. The term ‘sustained effort’

requires that Public Relations is not a ‘hit and hiss’ activity. It is a continuous effort to keep the

organization running daily and for its continuous survival. The Public Relations Society of

America (PRSA) (1977) says “Public Relations is concerned with or devoted to creating mutual

understanding among groups and institutions.” The concept of mutuality shows that Public

Relations is a mediator between an organization and its customers.

Another definition is that given by Cutlip, Center and Broom (2000) in their book

Effective Public Relations which is considered the bible of public relations in America.

According to them, Public Relations is the “management function that identifies, establishes and

4
maintains mutually beneficial relationships between an organisation and its publics upon whom

its success depends.” The definition of Cutlip, Broom and Center identify the fact that

organizations have a beneficial interest in the relationship just as the public do. However, the last

part of the definition notes that the success of the organization depends solely on its publics. That

is to say, public relations aid the smooth running of the day-to-day activities of an organization

in relationship with its customers. Frank Jefkins (1998) a British author, in his book Public

Relation, says “Public Relations consist of all forms of planned communication both inward and

outward between an organization and its publics for the purpose of achieving objectives

concerning mutual understanding.” Jefkins’ definition also stresses that the relationship between

an organization and its public should be mutual. In other words cordial. Creating this relationship

involves a two-way communication skill for the organization. Little wonder why Ledingham

(2006) defined public relations as the management function that establishes and maintains

relationships. Another broad last definition of Public Relations is the one often referred to as the

Mexican statement. This definition is a product of the first World Congress of National Public

Relations Associations, held in Mexico in 1978. It states “Public Relations is the art and social

science of analyzing trends, predicting their consequences, counseling organizational leaders as

well as planning and implementing a programme of action that will serve the interest of not only

the organization but also that of its publics.”

Public Relations is an art because it involves artistic skills, fine arts, language, writing,

public speaking, etc. It is a social science because it uses social scientific instruments to

understand and predict human behaviour. It attempts to understand its environment and relates

with it mutually. Public relations monitors, surveys and researches issues and happenings in the

environment. It advises the organisation so that the policies of the organisation are in line with

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the expectations of its publics. It implements programmes that will favour both the organisation

and the publics in a win-win outcome. Rex (1976:36) summarizes Public Relations by noting

that:

"Public Relations is distinctive management function which helps establish and maintain

mutual lines of communication, understanding, acceptance and cooperation between an

organization and its publics; involves the management of problems or issues; helps

management to keep informed on and responsive to public opinion; defines and

emphasizes the responsibility of management to serve the public interest; helps

management keep abreast of and effectively utilize change, serving as an early warning

system to help anticipate trends; and uses research and sound and ethical communication

as its principal tools."

One major question now appears who are the publics in Public Relations? Guth and Marsh

(2000) categorized Public Relations publics as follows:

 Traditional and Non-traditional publics: They include employees, the news media,

governments, investors, customers, multicultural community groups, etc. non-traditional

may arise as a result of diverse scenarios in the environment for instance, the Foreign

Students Schooling in the country, other publics include

 Latent, Aware and Active publics: latent public is one which, by evolving developments,

common grounds of relationship is opening up between it and your organization, but

whose members are yet to realize or explore it. There is no active relationship between

both parties presently. The members of that public are not yet aware of the existence of

the relationship. An aware public is that whose members are aware of the existence of a

commonality of values or interest with your organization, but have not made any

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 organized effort to respond to such relationship. On the other hand, an active public has

realized the relationship between itself and your organization, and is working to manage

that relationship on its own terms. Several publics at the evolving stages of their

relationship with organizations would usually find themselves at one of these levels of

relationships.

 Intervening publics: Any public that helps you to send a message to another public is

known as intervening public. Naturally the mass media fall into this group. Without the

media, there is very little any organisation can achieve in its relationship with other

publics. Primary and Secondary publics: If a public can directly affect your

organisation’s goals so that you have to take them into consideration virtually on all PR

matters, then that public is definitely a primary public. Here, you have such publics as

your employees, your immediate community, the media, the government, the

shareholders (if your company is quoted on the stock exchange), the financial institutions

from which you obtain loans and through which you pay salaries. Primary publics are of

great importance to any organisation. Secondary publics are equally important and you

must strive to have a good relationship with them. However, the degree to which they

affect your organisation’s pursuit of its goals is minimal. In a world of limited resources

in relation to time and money, most companies concentrate on building and managing

relationships with primary publics. With abundance of resources, secondary publics could

also get some attention.

 Internal and External publics: Internal publics exist within your organisation while

external publics are outside. For a higher institution of learning for instance, some of its

publics would include students, academic staff, non-academic staff, food vendors, etc.,

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 while external publics would include its immediate community, providers of social

amenities like water and electricity, other institutions in its state or country of location,

education ministry, embassies and high commissions.

 Domestic and International publics: International public exist beyond your country’s

borders. More and more organisations are realising the place of international publics in

their overall corporate success. It is important to note however that the fact that a public

is close to you does not make it familiar to you. To court the close relationship of a

company requires well thought out communication strategies. International public

relations is not just about the specific group or persons that your organisation relates to in

another country, it entails knowledge of such a country in such areas as culture, believe

and value systems, taste and preferences, religion, business ethics, important holidays,

weather, etc.

As earlier discussed, Public Relations is a discipline that has attracted many definitions,

but the numerous definitions have a lot in common. A major point of agreement is that Public

Relations involves creating mutual understanding between organisations and their publics

thereby building a favourable image for the organisation through which they can nip in the bud

unforeseen circumstances. It concerns itself majorly with creating a favourable image for an

organisation. This way, it becomes an integral part of every organisation that wants to be

successful in its day-to-day activity. Investing on Public relations helps the organisation to

achieve its objective effectively and smoothly. Hon and Grunig (1999) note that Public Relations

is not creating good image for a bad team as false image cannot be sustained for a long time.

Though the organisation product or services are good it needs an effective Public Relations

campaign for attracting and motivating the public to the product or service or towards the

8
purpose of the programme. It not only encourages the involvement from the public and also

resulting in better image. An effective Public Relations can create and build up the image of an

individual or an organisation or a nation (Hon and Grunig, 1999). At the time of adverse

publicity or when the organisation is under crisis an effective Public Relations can remove the

"misunderstanding" and can create mutual understanding between the organisation and the public

(Ravald and Gronroos, 1996).

Image is the mental perceptions of the person related to an object, a product, and service,

an individual or an organisation. The image needs not necessarily true and image is only an

indication how a person or organisation is perceived by the other(s). The organisations do have

an image in the minds of public, customer, employee, Government or for that matter in any

interested group (Sadeghi and Hanzaee, 2010). Some organisations enjoy favourable image,

while some organisations do not enjoy such a favourable image. The image is beneficial for

organisations for achieving their objective. There are many images viz., Friendly, Speedy,

Honest, Corruptive, Efficient, etc. Though one cannot say which is a right image or wrong

image, one can say some image are favourable to an organisation for achieving its objective with

relative acceptance.

2.1.2. Concept of Customer Satisfaction

Customer satisfaction has been the subject of considerable research and has been defined

and measured in various ways (Oliver, 1997). Kotler (2000) defined satisfaction as “a person’s

feelings of pleasure or disappointment resulting from comparing a product perceived

performance (or outcome) in relation to his or her expectations”. Hoyer and MacInnis (2001)

said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement,

and delight. Hansemark and Albinsson (2004) further note that “satisfaction is an overall

9
customer attitude towards a service provider, or an emotional reaction to the difference between

what customers anticipate and what they receive, regarding the fulfillment of some need, goal or

desire”.

Customer satisfaction may, therefore, be defined as the customer’s fulfilment response to

a consumption experience, or some part of it. Customer satisfaction is a pleasurable fulfilment

response while dissatisfaction is an unpleasurable one (Buttle, 2004). Customer satisfaction has

further been defined as the difference between the customer’s perceptions of the experience and

his or her expectations, which in many times is based on past experience. It is an "evaluation of

the perceived discrepancy between prior expectations and the actual performance of the product"

(Tse and Wilton, 1988).

According to Kim, Park and Jeong (2004) customer satisfaction is customer’s reaction to

the state of satisfaction, and customer’s judgment of satisfaction level.

Satisfaction increases because customers allow companies to understand them better, and

create improved customer value schemes. As customer satisfaction rises, so does customer

repurchase intention (Anderson, 1994). This in turn controls tangible buying behaviour, which

has a noteworthy impact on day to day business routine.

There are many factors that affect customer satisfaction. According to Hokanson (1995),

these factors include: friendly employees, courteous employees, knowledgeable employees,

helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality,

good value, billing clarity and Quick service.

This is shown in Figure 1 below:

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Fig. 1: Factors that Affect Customer Satisfaction according to Hokanson (1995)

Researchers have identified various determinants of customer satisfaction in the retail

banking sector. Arasli et al (2005) pointed out that reliability dimension of SERVQUAL has the

highest impact on customer satisfaction in Greek Cypriot banking industry, whereas reliability is

not related to customer satisfaction, found by Chaniotakis and Lymperopoulos (2009) .

According to Levesque and McDougall (1996), competitive interest rate is one of the important

determinants of customer satisfaction in retail banking sector. They found that a good

“employee-customer” relationship can increase the satisfaction level. They pointed out that

problem recovery is important to maintain the customer satisfaction. However, the results did not

confirm that satisfactory problem-recovery can increase satisfaction. At least, it can maintain the

satisfaction level.

Finally, they concluded that competitiveness and convenience of the banks are the two

important determinants of customer satisfaction. On the other hand, Jamal and Naser (2003)

found that convenience and competitiveness are not the critical factors for all gender, age and

income groups. Satisfied customer is the core concern of any organization. Therefore, it is

pertinent to pay close attention toward the factors that influence a customer’s decision towards

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brand. In order to achieve customer satisfaction, organisations must be able to satisfy their

customers’ needs and wants (La Barbera and Mazursky, 1983).

2.2. Theoretical Review

Theories and models of communication are gears on which researches are grounded.

They give our studies the needed equilibrium and balance (Anaeto et al 2008: X). For McLean

(1972) cited in Babatunde (1998:3) theory refers to our understanding of how things work.

Further citing Severin and Tankard (1982) as replying McLean’s statement Babatunde (1998:3)

note that such ways must be tested and verifiable ones. Babatunde shows that Severin and

Tankard define theories as a set of systematic generalisations based on scientific explanations

and leading to further empirical observations.

Grunig and Hunt most cited authors on public relations model developed four models of public

relations upon which the principles and practice of public relations can be explained. These

models of public relations are perhaps the most commonly used theories in the field. They are

useful in that they divide a complicated subject matter into four fundamental areas which can

then be separately addressed. These models are based on their understanding of organizational

and management practices. This approach is demonstrated in their description of public relations

as activities of the management of communication between an organisation and its publics

Grunig and Hunt, 1984:7-8). These models include

i. Press agentry/publicity

ii. Public information

iii. Two-way asymmetric

iv. Two-way symmetric

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 Press Agentry/Publicity: According to he Press Agentry / Publicity Model the focus of

public relations effort is on getting favourable coverage or publicity from the media. It is a one-

way communication with propaganda (one-sided argument) as its purpose. The model projects

an approach that thrives on falsehood, thus accuracy, ethics and truth are not seen as essential.

According to Guth and Marsh (2000), a study in 1989 had revealed that this was the most

practiced model of public relations with P.T. Barnum as one of the prominent figures in the

practice of the model. Scholars argue that it is a propaganda model with one-sided arguments as

its purpose.

The Public Information Model equally adopts a one-way approach of dissemination of

information. However, unlike the press agentry/publicity model, it disseminates truthful and

accurate information. It is a model in which the public relations professional acts much like a

typical journalist or news reporter ‘in residence’ in the organisation and the information he or she

disseminates is relatively objective. Indeed, the purpose of public information here is the

dissemination of truthful information. The model was developed by Ivy Lee, an early expert in

public relations. Guth and Marsh report that the 1989 study showed that this model was the

second most practiced, but it ranked last in order of preference among practitioners.

The foundation of Two–Way Asymmetrical Model is scientific persuasion. It uses

research as a way of influencing vital publics towards the organisation’s point of view. The

model also attempts to create mutual understanding between the organisation and its publics.

Here, the public relations communicator gets feedbacks from the government and then employs

appropriate communication theories to persuade the public to accept the organisation’s point of

view. The essence of research here is to reveal how best to persuade the audience or public.

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According to Guth and Marsh, the 1989 study showed that it was the least practiced of the four

models but it ranked first in order of preference among practitioners.

In the Two–Way Symmetrical Model, public relations communicators make every attempt

for each side to understand the other’s point of view. The goal here is to achieve mutual

understanding albeit in a deeper and more profound way that puts the two parties in a win-win

situation. It is a useful model for conflict resolution within an organisation and especially

between an organisation and its publics. The public relations communicator here is a middleman

between the organisation and its publics striving always at achieving mutual understanding rather

than an adversarial relationship.

The model is the most preferred by Hunt and Grunig who did the 1989 study. They reported

that it was the most practiced model of Public Relations but ranked second in order of preference

among practitioners. Edward Bernays (1961) and most communication educators are major

supporters of this model.

Grunig’s four models have appeared in various discourses identifying its practicality and

general acceptance by the practitioners of public relations based on ethical performances of each

model. However, many have come to accept the two-way symmetrical model as the most

acceptable and most ethical of the four models which makes this study find it relevant.

Grunig (1989:29) acknowledged the two-way symmetrical model as a way of carrying out

public relations through “bargaining, negotiating, and strategies of conflict resolution to bring

about symbiotic changes in the ideas, attitudes, and behaviours of both the organization and its

publics”. The model which is characterized as most ethical and effective in practice provides a

14
normative theory for accomplishing outstanding communication management. Thus, Grunig

regards the two-way symmetrical model as excellent public relations.

The importance of the two-way symmetrical model can be found from the following two

features.

First, the two-way symmetrical model makes organizations more valuable. From a

directional viewpoint, two-way communication, such as two-way symmetrical model, permits

for the exchange of information. That is to say information runs unreservedly between structures,

such as organizations, publics, managements, and employees. From a purposive outlook,

symmetrical communication, involves creating equilibrium through teamwork and mutual

adjustment. In disparity, asymmetrical communication according to Grunig, (1992:289)

“attempts to change the public perception”. It can be generalized that organizations will become

much more effective through two-way symmetrical public relations than through one-way

communication or asymmetrical positions. Grunig presents several reasons why a two-way

symmetrical relationship is best including

i. There are no obvious limitations between organizations and the publics due to free flow

of information;

ii. Disagreements will be decided through negotiation and communication due to thoughts

of collaboration and communal benefits; and

iii. The input of all people, including employees, is valued.

Second, the two-way symmetrical model makes organizational public relations more ethical.

As Lindeborg (1994:9) argues, the two-way symmetrical public relations “serve as a mechanism

by which organizations and publics interact to manage interdependence and conflict for the

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benefit of all”. It entails that every person engaged in the issue is equal. The whole issue can be

deciphered through dialogue, discussion and negotiation. By supporting unions of communal

confidence between the organization and its publics by giving the publics the power to shape and

team up on organizational targets through feedback, the organization-public relationship is

toughened (Grunig and Hunt, 1984). Divergently, the other three models, (press

agentry/publicity, public information, two-way asymmetrical) lean thinly on ethics. As Grunig

and Hunt (1984) suggests, the press agentry / publicity model is controlled by one-way,

influential communication with the objective of manoeuvring audience attitudes and behaviours.

While the public information expert offers truthful information about her or his organization to

the public he or she does not volunteer negative information. These two models established

communication as one-directional, from organization to public. The emergence of the two-way

asymmetrical model budged communication from one-way to two-way, which significantly

altered communication relationship; however, the chief ambition for feedback beneath this model

is to process manipulative message techniques.

The two-way symmetric model bothers upon generating mutual understanding which is acute

to the feat of the organisation. Adegoke (2009:2) adds that the essence of the two-way

communication in Public Relations is to enable a corporate body to develop positive and

effective relationship through mutual understanding between the organisation and its public.

The above, therefore, shows that for an organisation to be able to stimulate and or accelerate

customer satisfaction it is required of it to build a good image for itself. This could be created

through a mutual understanding between it and its customer public which every business begins

and ends with (Sugandhi, 2002).

Application of the Theory

better understanding of the customers and how they can be served better will help in the

understanding of the social responsibility of business to its customers.

According to Edgar (1982:61) a company is a system, and a system is seen as a place of

mutually dependent fractions which collectively craft the entire business. All divisions or

fractions have a say and in return gets something from the whole which in turn is inter-reliant on

the environment. A system may be closed or open. A system is said to be closed when it does not

receive inputs from outside, that is to its peripheral environment does not add yields to the outer

environment.

A system can be said to be an open system when it exchanges inputs and outputs with its

environment. It gives output to the environment and in return receives inputs from the

environment.

The case study which is Nigerian Bottling Company is an example of an open system as

it receives inputs and gives outputs to the environment. Its survival is dependent upon a series of

exchange and the continual interaction with the environment gives rise to a number of broader

responsibilities to society in general.

Grunig’s two-way symmetric model provides for the sole question of this study that

organisations should bargain and or negotiate issues alongside customers who form an important

part of the organisations environment. That is to say organisations especially those running open

systems should relate with its customers to help create a favourable image for it. This will foster

a sense of belonging for the customers of the organisation and therefore create a platform for

dialogue between the organisation and the customers. It will also build an acceptable image for

17
the organisation and therefore a favourable corporate image which will stimulate easy survival

within its environment. An organization’s image is an important variable that positively or

negatively influences marketing activities. Image is considered to have the ability to influence

customers’ perception of the goods and services offered (Zeithaml and Bitner, 1996). Thus,

image will have an impact on customers’ buying behaviour. Image is considered to influence

customers’ minds through the combined effects of advertising, Public Relations, physical image,

word-of-mouth, and their actual experiences with the goods and services (Normann, 1991). For

instance, if the service provider shares a positive or favourable image in the minds of the

customers, minor mistakes will probably be overlooked or forgiven. However, if the image is

negative, the impact of any mistake will often be considerably greater than it otherwise would

be. This entire combination shall lead to total quality according to Gronroos (2001). Schneider

and Bowen (1999) summarize this by advocating that service business can retain customers and

achieve profitability by building reciprocal relationships founded on safeguarding and affirming

customer security, fairness and self-esteem. It requires that companies view customers as people

first and consumers second. A progressive business organisation is on familiar terms with the

fact that it is in its own interest to be socially responsible, since an enhanced public image is

more likely to be attractive to investors – employees, customers, consumers, suppliers and most

community and government.

2.3. Empirical Studies

Effect of Customer Satisfaction on Organisation

Customer satisfaction is very important in today’s business world as noted by Deng et al.,

(2009). The ability of a service provider to create high degree of satisfaction is crucial for

product differentiation and developing strong relationship with customers as;

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  Satisfied customers are most likely to share their experiences with other people to the

order of perhaps five or six people. Equally well, dissatisfied customers are more likely to

tell another ten people of their unfortunate experience.

 Furthermore, it is important to realize that many customers will not complain and this

will differ from one industry sector to another.

 Lastly, if people believe that dealing with customer satisfaction/complaint is costly, they

need to realize that it costs as much as 25 percent more to recruit new customers”.

Sivadas and Baker-Prewitt (2000) said “there is an increasing recognition that the ultimate

objective of customer satisfaction measurement should be customer loyalty”. Fornell (1992) said

“high customer satisfaction will result in increased loyalty for the firm and that customers will be

less prone to overtures from competition”. This view is also shared by Anton (1996) who said

that “satisfaction is positively associated with repurchase intentions, likelihood of recommending

a product or service, loyalty and profitability”. Loyal customers would purchase from the firm

over an extended time (Evans and Berman, 1997).

Guiltinan, Paul and Madden (1997) said that satisfied customers are more likely to repeat

purchase and even become loyal customers. In affirming this, Sivadas and Baker-Prewitt (2000)

note that: “Satisfaction also influences the likelihood of recommending a departmental store as

well as repurchase but has no direct impact on loyalty.

Thus, satisfaction in itself will not translate into loyalty. However, satisfaction will foster

loyalty to the extent that it is a prerequisite for maintaining a favourable relative attitude.

19
Link between Organisation’s Image and Customer Satisfaction

According to Olusegun (2004), the customer is the person who is involved in parting with

his money for a product. He is liable for making the product system function. He barely buys

except he is satisfied. Hence, considerations should be given to what will make him satisfied.

The way customers perceive an organisation will affect their patronage capacity.

Image is the psychological insight of a person related to an object, a product, and service,

an individual or an organisation. Boulding (1956) regards image as a form of subjective

perception, which is not based on the contents of actual events. Personal behaviour are not based

on pure knowledge or information. Instead, they are based on perceptions and their results.

Okarfor (2006:116) claims that “the word image is similar to the term stereotype which is closely

related to the term prejudices meaning ‘prejudging’ a matter before evidence in its Latin form”.

Kotler (1997) identified image as a person’s thoughts, beliefs, and impressions about an object.

A person reacts to an object in accordance with the image they have in mind.

Udeze and Onyeneho (2012:22-23) classify image into seven categories which include:

 Current Image: This according to the scholars is the prevailing impression of the

general public towards an organisation borne out of their experience with the organisation

and its activities. This informs the attitude of the public towards the organisation.

 Mirror Image: This bothers on the over-estimation of the organisation by its staff and

leaders in front of the publics. It is sometimes referred to as patriotic image.

 The Wish Image: This is a targeted image set by the management of the organisation. It

is a proposed and desired image the organisations want to attain over a period of time.

20
  Multiple Image: As an organisation grows and spreads its branches to diverse places,

series of images can be created about it by different sections of the public bothering upon

the method of policy implementation of the various branches aimed towards achieving

the general objective of the organisation.

 Social Image: This is borne out of the impact of the organisation on its host community

or on the society at large. Those who interact with the organisation form this impression

about the organisation based on the effect of the organisation or its activities on their

lives and the society at large.

 Stereotype Image: This impression is borne out of existing stereotypes about the

organisation by the public. Such image may be wrong and is usually negative and may be

unrepresentative of the organisation. This type of image often creates corporate

organisational problems.

 Corporate Image: Worcester (1972) defines corporate image as the interconnection of a

consumer’s experiences, opinions, feelings, beliefs, and knowledge about the corporation.

According to Tariq and Moussaoui

(2009), Corporate image can differentiate a corporation from its competitors. Gronroos (1984)

proposed that image as an alternative to product differentiation. Walters (1978) commented that

corporate image is the emotional perception developed by a customer in response to a

corporation and its activities. Therefore, this perception is subjective. Corporate image as a set of

beliefs, emotions, and feelings held by a consumer toward a corporation (which are based on the

consumer’s understanding, descriptions, and memories of the corporation) (Dowling, 1986;

Okafor, 2006:114; Udeze and Agbo, 1999:125; Nzeribe, 1999:17; Jefkins, 1998:1 John and

Snorre, 1997). Since corporate image is a mixture of a consumer’s perception and his perspective

21
toward a corporation, when people think of a company, everything that then comes to mind is

part of the corporate image. Based on these academic definitions, image is understood not to be

detailed specifications but a holistic description and a set of ideas. Therefore, image can be seen

as the public’s subjective and holistic perception about a subject. Corporate image, however,

reflects an evaluation of the corporations from the market’s point of view. Udeze and Onyeneho

(2012:19) confirm that good corporate image “will correct misconceptions about past challenges

or failures, thereby advancing its future potentials”. The scholars further disclose that this image

exerts positive or negative influence on public attitude towards the organisation and its activities.

This way eliciting trust.

Walters and Paul (1970) defined corporate image as the consumers’ subjective perception of

a corporation and its activities. They summarized corporate image in terms of the following four

points.

 Subjective: consumers make a subjective judgment.

 Filtered: consumers only assimilate particular messages. Consumers build their

perspectives based on these filtered messages.

 Elaborate: from limited knowledge, consumers infer what is unknown about the

corporation.

 Changeable: corporate image can be changed if the consumers’ preferences are changed

or their identification being altered.

Image is a market authenticated view. It is frequently used as an external source of

justification of one’s own ideas and opinions (Zeithaml, 1988). From the organisation’s point of

view, image has been defined as perceptions of an organization reflected in the associations held

22
in consumer memory (Keller, 1993). Corporate image in the service marketing literature is

identified as an important factor in the overall evaluation of the service and the company (Bitner,

1991; Grönroos, 1984; Gummesson and Grönroos, 1988).

Having a positive image represents an asset to every organisation. Customers of firms

holding a positive image often trust that the firm will not jeopardize its market perception, as

image reducing events like fudging on service quality might decrease the value of this asset

(Kirmani and Rao, 2000). From a customer’s standpoint, image might be used as a sorting tool,

where various players in the industries are ranked. When customers are confronted with

performance doubts, a positive image of an organisation might serve as a substitute for the level

of service quality (Kirmani and Rao, 2000). As such, a positive image might lead the customer to

conclude that benefits received are comparatively good, thereby increasing customer satisfaction.

Corporate image is established and developed in the consumers’ mind through

communication which is a function of Public Relations. Corporate image is believed to build a

nimbus effect on customers’ satisfaction judgment. When customers are satisfied with the

services rendered, their attitude toward the company is improved. This attitude will then affect

the consumers’ satisfaction with the company (Andreassen et al., 1998)

Customer satisfaction has received considerable attention in the marketing literatures and

practice in recent years. It affects several desirable outcomes like customer loyalty, worth-of-

mouth promotion, and purchases. As such, increasing attention is given to customer satisfaction

as a corporate goal, in addition to traditional financial measures of success.

Reicheld and Sasser, (1990) discovered that Loyalty behaviours, including relationship

continuance, increased scale or scope of relationship, and recommendation (word of mouth

23
advertising) result from customers’ beliefs that the quantity of value received from one supplier

is greater than that available from other suppliers. Loyalty, in one or more of the forms noted

above, creates increased profit through enhanced revenues, reduced costs to acquire customers,

lowers customer-price sensitivity, and decreased costs to serve customers familiar with a firm’s

service delivery system. Yi (1990:104) in his critical review concludes, “Many studies found that

customer satisfaction influences purchase intentions as well as post-purchase attitude”

Practitioners and researchers have not clearly identified a theoretical framework,

identifying factors that could lead to the development of customer loyalty (Gremler and Brown,

1997). However, there is a consensus amongst practitioners and academics that customer

satisfaction and service quality are prerequisites of loyalty (Gremler and Brown, 1997; Cronin

and Taylor, 1992). Those technical, economical and psychological factors that influence

customers to switch suppliers are considered to be additional prerequisites of loyalty (Selnes,

1993; Gremler and Brown, 1997). Recent studies also indicate that the firm’s image may

influence customer enthusiasm: value, delight, and loyalty (Bhote, 1996).

Studies conducted by Cronin and Taylor (1992) in service sectors such as: banking, pest

control, dry cleaning, and fast food; found that customer satisfaction has a significant effect on

purchase intentions in all four sectors. Similarly, in the health-care sector, McAlexander et al.

(1994) found that patient satisfaction and service quality have a significant effect on future

purchase intentions. On the other hand, Cohen et al. (2007) argued that customer value is more

viable element than customer satisfaction because it includes not only the usual benefits that

most banks focus on but also a consideration of the price that the customer pays.

Grönroos (1983), using numerous researches on service organizations, found that service

quality was the single most important determinant of image.

24
Results of Wu’s (2011) study on the impact of hospital brand image on service quality, patient

satisfaction and loyalty reveal that hospital brand image has both direct and indirect effects on

patient loyalty. It means that a positive hospital brand image not only increases patient loyalty

directly, but it also improves patient satisfaction through the enhancing of perceived service

quality, which in turn increases the re-visit intention of patients. In consonance to this, Udeze

and Onyeneho (2012) studying public’s perception of the image of Nigerian Army in South East

Nigeria discovered that image of the organisation had enormous influence on the public.

Singh (2006) studying the Importance of Cu|stomer Satisfaction in Relation to Customer

Loyalty and Retention noted that there is a positive connection between customer satisfaction,

loyalty and retention. Therefore, customer satisfaction, loyalty and retention are all very

important for an organization to be successful

Public Relations manages the communication between an organisation and its publics by

building and enhancing relationships that benefit both parties. On the other hand, Jamal and

Naser (2003) found that convenience and competitiveness are not the critical factors for all

gender, age and income groups. Kumar et al. (2010) and Lai (2004) found that assurance,

empathy and tangibles are the important factor, and on the other hand, Baumann et al. (2007)

found that tangibles are not related to customer satisfaction and Ahmed et al. (2010) find out that

empathy is negatively related to customer satisfaction. Harwood (2002) argued that branding, as

a tool to build image, is critical in the banking industry where all firms offer about the same kind

of products. Bharadwaj et al. (1993) mentioned that services are highly intangible and are,

therefore, high in experience and credence qualities. As a consequence, brand reputation is

important as a potential competitive advantage.

25
 In a survey of the effect of brand image benefits on satisfaction and loyalty intention in

the context of colour cosmetic product Sondoh et al (2007) found that functions and appearance

significantly affect loyalty intention. The results also indicated that overall satisfaction does

influence customers' loyalty. The results imply that marketers should focus on brand image

benefits in their effort to achieve customer loyalty.

Investigating the relationship between customer perceptions of public relations (PR) and

customer loyalty, Hsieh and Li (2007), the results show that consumers’ perception of an

organisation’s PR practice is an antecedent of loyalty. The impact of public relations perception

(PRP) on customer loyalty is stronger and more significant when the brand image is favourable.

If it is unfavourable, the effect of PRP on customer loyalty is negligible.

Andreassen and Lindestad (1997) testing corporate image and customer satisfaction as

two routes to customer loyalty discovered based on data from 600 individual customers

categorized as having high or low service expertise of three companies within the package tour

industry, the paper concludes by claiming that for complex services, corporate image and

customer satisfaction are not two separate routes to customer loyalty. Corporate image impacts

customer loyalty directly. In the same vein, Pullman and Gross (2004) believe that even though

customer satisfaction is vital to the hotel industry, customer loyalty is even more important

because it is an indicator of success for the service industry, especially the hospitality sector.

Other scholars are also sceptic about the effects of customer satisfaction on repurchase of the

organisations product (Abbasi et al., 2010; Bowen and Chen, 2001; Ladhari, 2009b; Skogland

and Siguaw, 2004). Other researchers suggested that satisfaction is a necessary but not a

sufficient condition for loyalty, as satisfied customers would turn to other service providers

26
whom they believe could offer better value and quality (Bennett and Rundle-Thiele, 2004; Egan,

2006; Mcllroy & Barnett, 2000)

Ishaq (2011) in determining the antecedents of customer loyalty in telecommunication

sector of Pakistan collected data from mobile phones users through questionnaire-based survey

and stepwise regression was applied to test the study hypotheses. The results showed that

corporate image was a necessary antecedent to foster customer loyalty.

In a similar manner, Razavi, Safari, shafie and vandchali (2011) investigated the

relationships among customer satisfaction, corporate image and customer loyalty in six large

software companies of Iran. Questionnaires were distributed among the customers of the

companies. According to findings, there are significant and positive relationships between

customer satisfaction and corporate image.

2.4 Research Gap

The field of public relations (PR) has gained considerable importance in contemporary business

strategies, especially concerning its influence on customer satisfaction. While substantial

research has been conducted to explore various facets of public relations, several gaps remain in

studying the specific impact these strategies have on customer contentment. Identifying these

research gaps is essential for advancing academic discourse and practical applications in this

field.

One major research gap lies in the empirical assessment of PR strategies tailored specifically for

enhancing customer satisfaction across different industries. Most existing literature tends to

focus on the broader impacts of PR on organizational reputation, brand equity, and crisis

management. Few studies provide quantitative measurements linking PR efforts directly to

27
customer satisfaction metrics. Therefore, further research is critical to validate the specific PR

tactics that most effectively enhance customer satisfaction within diverse industry contexts,

ranging from retail to hospitality.

Another noticeable gap is the lack of longitudinal studies assessing the long-term effects of PR

campaigns on customer satisfaction. Much of the existing research captures short-term data,

offering only a snapshot of the immediate impact. Longitudinal research is essential to

understand how sustained PR efforts influence customer satisfaction over time and whether the

effects are enduring or merely transient. This type of study would help businesses develop more

robust and sustainable PR strategies aimed at long-term customer satisfaction.

Furthermore, there is a dearth of research exploring the role of digital and social media

PR strategies in enhancing customer satisfaction. With the rapid digitization of consumer

interactions and the prevalence of social media platforms as channels of communication, it is

imperative to investigate how these modern PR tools influence customer satisfaction. Current

studies often overlook this aspect, focusing more on traditional PR methods such as press

releases and media events.

Moreover, cultural and regional differences in the effectiveness of PR strategies also

represent an unexplored area. Most PR research is centered on Western contexts, with limited

insight into how cultural nuances impact the effectiveness of PR tactics in enhancing customer

satisfaction in non-Western countries. Cross-cultural studies would provide a more

comprehensive understanding of the global applicability of PR strategies.

Addressing these research gaps could significantly contribute to both theoretical advancements

and practical applications in the field of public relations. By exploring the empirical validation of

28
PR strategies, the long-term influence of PR on customer satisfaction, the effectiveness of digital

and social media PR, and cultural variations, researchers can better inform businesses on how to

optimize their PR efforts specifically to enhance customer satisfaction.

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33
 CHAPTER THREE

3.0 METHODOLOGY

3.1. Introduction

This chapter discussed the methodology used in assessing the roles of public relations in

enhancing customers satisfaction (a study of Nigeria Bottling Company Plc). It begins by

detailing the research design, which provides a framework for understanding the methods and

procedures applied in the study. The research design section explains the rationale behind

choosing this specific approach and its alignment with the research objectives. Following this,

the research method section describes the qualitative approach used to gather and analyze data,

emphasizing its suitability for exploring the complete relationship between public relations and

customer satisfaction.

The chapter then defines the population of the study, Identifying the various stakeholders

involved with NBC Plc and their relevance to the research. Sampling techniques are discussed

next, detailing how specific methods were used to select data sources and participants. This is

followed by an explanation of the sample size, which justifies the number of sources included in

34
the study data collection procedures are described, outlining how data were gathered from

secondary sources and organized for analysis, The chapter also identifies the instruments used

for data collection, assessing their reliability and validity, Finally, the methods of data analysis

are discussed, explaining how the collected data were interpreted to address the research

questions and achieve the study's objectives

3.2. Research Design

The study employed a descriptive research design, chosen for its effectiveness in

providing an in-depth portrayal of NBC Plc's public relations efforts and their role in enhancing

customer satisfaction. Descriptive research designs are particularly suited for studies aimed at

detailing

and understanding specific phenomena without manipulating variables (Babbie, 2020). This

design allowed the researcher to systematically describe the current state of NBC Plc's public

relations activities and their influence on customers satisfaction.

By using a descriptive approach, the study aimed to capture a comprehensive snapshot of

NBC's public relations strategies and their outcomes. The design facilitated the collection of

qualitative data from secondary sources, including company reports, media articles, and

academic literature. This approach enabled the researcher to explore the effectiveness of NBC's

public relations strategies in enhancing customers satisfaction. The descriptive research design

also provided a framework for identifying trends and patterns in the data, contributing to a

deeper understanding of how public relations efforts enhance customers views.

35
 The design was aligned with the study's objectives, which focused on examining the

relationship between public relations activities and customers satisfaction. By providing a

detailed description of the current practices and perceptions, the research design helped to

identify both strengths and weaknesses in NBC's public relations strategies. The descriptive

nature of the design also allowed for the exploration of various factors influencing customers

perceptions, offering a nuanced understanding of the subject matter.

The descriptive research design was instrumental in achieving the study's goals, providing a clear

and detailed account of NBC's public relations roles in enhancing customers satisfaction. This

approach ensured that the research findings were grounded in a comprehensive analysis of the

existing data, offering valuable insights into the effectiveness of NBC's public relations

activities.

3.3 Research Method

A qualitative research method was utilized to explore the intricate dynamics between

public relations and customer satisfaction at NBC Plc. Qualitative research methods are

particularly valuable for gaining in-depth insights into complex phenomena, focusing on

understanding the meanings and experiences of individuals and groups (Creswell, 2018). In this

study, the qualitative approach was applied to examine the nuances of NBC's public relations

roles and their effects on the company's customer satisfaction. The qualitative method involved

collecting data from secondary sources, such as academic literature, industry reports, media

articles, and company publications. These sources provided rich and detailed information about

NBC's public relations efforts, allowing the researcher to capture various perspectives and

insights. By focusing on qualitative data, the study aimed to explore the underlying factors

36
influencing customer satisfaction perceptions of NBC, including motivations, attitudes, and

values.

The use of qualitative methods enabled the researcher to identify key themes and patterns

within the data, offering a comprehensive understanding of the relationship between public

relations and customers satisfaction. The approach allowed for an exploration of the

effectiveness of NBC's public relations roles in shaping stakeholder views, providing valuable

insights into the company's communication practices and their impact on its reputation.

Qualitative research also offered flexibility in data collection and analysis, allowing the

researcher to adapt the research process as new insights emerged. This adaptability was crucial

for capturing real-time developments and changes in customers perceptions, ensuring that the

study remained relevant and up-to-date. Overall, the qualitative research method was essential

for providing a detailed and nuanced understanding of NBC's public relations and their roles in

enhancing on customer satisfaction.

3.4 Population of the Study

The population of the study consisted of a diverse group of stakeholders associated with

NBC, including internal and external participants. Internal stakeholders included company

management and employees, who were directly involved in the planning and execution of public

relations strategies. Their insights into the company's objectives, challenges, and successes were

crucial for understanding the effectiveness of NBC's public relations roles (Grunig & Hunt.

1984). External stakeholders encompassed customers, regulatory bodies, and the general public.

Customers were an essential part of the population, as their experiences and perceptions of

NBC's services were influenced by the company's public relations activities.

37
 Regulatory bodies were included in the study population due to their role in overseeing

NBC's operations and influencing its reputation within the industry. Their perspectives on the

company's compliance with industry standards and regulations were important for assessing the

effectiveness of NBC's public relations efforts.

By including these diverse stakeholder groups, the study aimed to capture a comprehensive view

of the role of NBC's public relations in enhancing customers satisfaction. The population of the

study was designed to provide a well-rounded understanding of how public relations strategies

are perceived and evaluated by different groups, contributing to a nuanced analysis of the subject

matter.

3.5 Sampling Techniques

The study employed a purposive sampling technique to select relevant secondary data

sources, Purposive sampling is a non-probability sampling method that allows researchers to

intentionally choose data sources based on their relevance to the research objectives (Palinkas,

Horwitz, Green, Wisdom, Duan & Hoagwood, 2015). In this study, purposive sampling was used

to identify sources that provided valuable insights into NBC's public relations roles and customer

satisfaction. The selection process involved identifying academic literature, industry reports,

media articles, and company publications that were pertinent to the research objectives. Sources

were chosen based on their relevance, credibility, and potential to offer diverse perspectives on

NBC's public relations activities. This approach ensured that the data collected were

38
representative of the various viewpoints and experiences related to the company's public

relations strategies.

Purposive sampling also allowed the researcher to focus on sources that offered in-depth

information and analysis, contributing to a comprehensive understanding of the subject matter.

The technique enabled the researcher to target specific data sources that were most likely to

provide relevant and high-quality information for the study. By using purposive sampling, the

study ensured that the selected sources were aligned with the research objectives, providing

valuable. insights into NBC's public relations efforts and their roles in enhancing customers

satisfaction.

3.6. Sampling Size

The sample size for the study consisted of a range of secondary data sources, including

academic articles, industry reports, media articles, and company publications. The number of

sources selected was determined based on the need to capture a comprehensive view of NBC's

public relations roles and customers satisfaction. The focus was on the diversity and relevance of

the data rather than a specific numerical target. The selection of sources was guided by their

ability to provide detailed and varied insights into NBC's public relations roles. This approach

ensured that the sample size was sufficient to offer a robust and nuanced understanding of the

subject matter. The inclusion of a wide range of sources allowed for the triangulation of findings.

Cross-referencing information from multiple data points to validate insights and identify

patterns and trends. The sample size was justified by the quality and relevance of the selected

sources, ensuring that the data collected were representative of the diverse perspectives on NBC's

public relations roles. By focusing on the richness of the data rather than an arbitrary numerical

39
target, the study aimed to provide a thorough and accurate analysis of the roles of public

relations in enhancing customers satisfaction.

3.7. Data Collection Procedure

Data collection involved a systematic review of secondary sources related to NBC's

public relations activities. The process began with identifying relevant sources, including

academic literature, industry reports, media articles, and company publications. The researcher

conducted a thorough search for resources that provided insights into NBC's public relations

roles and customers satisfaction.

Once relevant sources were identified, the researcher reviewed and extracted pertinent

information related to the study's objectives. Data were organized into categories based on

themes and topics, facilitating a structured approach to analysis. The collection process includes

evaluating the credibility and relevance of each source to ensure that the data were accurate an

aligned with the research objectives. The researcher also recorded and documented key finding

from each source, providing a comprehensive dataset for subsequent analysis. This process

involved summarizing and synthesizing information to capture the main points and insights

related to NBC's public relations roles. By following a systematic data collection procedure, the

study incurred that the gathered information was comprehensive and relevant to the research

questions,

3.8 Instruments for Data Collection

The primary instruments for data collection in this study were secondary data sources,

including academic literature, industry reports, media articles, and company publications. These

Sources provided valuable information about NBC's public relations roles in enhancing

40
customers satisfaction. The researcher used these sources to gather qualitative data that were

essential for understanding the subject matter. Academic literature offered theoretical insights

into public relations practices and their effects on corporate image. Industry reports provided

data on trends and benchmarks within the electricity distribution sector. Media articles and

company publications offered real-time information about NBC's public relations and customers

satisfaction.

The use of these instruments allowed the researcher to capture a wide range of

perspectives and insights related to NBC's public relations roles. The reliability and validity of

the data collected were ensured by selecting credible and reputable sources. By employing a

variety of data sources, the study was able to provide a comprehensive analysis of the roles of

public relation in enhancing customers satisfaction.

3.9. Reliability and Validity of Study

The reliability and validity of the study were ensured through careful selection and

evaluation of secondary data sources. Reliability refers to the consistency and dependability of

the data collected, while validity pertains to the accuracy and relevance of the data in addressing

the research objectives (Yegidis, 2018). To ensure reliability, the researcher focused on using

credible and reputable sources, including peer-reviewed academic literature, industry reports,

and well-established media outlets, Validity was addressed by selecting sources that were

directly relevant to the research questions and objectives.

The researcher evaluated each source based on its relevance, credibility, and potential to

provide valuable insights into NBC's public relations roles and customers satisfaction. This

process involved assessing the accuracy of the information presented and ensuring that it aligned

41
with the study's goals. Triangulation was used to enhance both reliability and validity by cross-

referencing information from multiple sources. This approach allowed the researcher to validate

findings and identify consistent patterns across different data points. By employing rigorous data

collection and evaluation procedures, the study ensured that the findings were both reliable and

valid, providing a robust analysis of the roles of public relations in enhancing customers

satisfaction.

3.10. Method of Data Analysis

The method of data analysis involved qualitative analysis techniques to interpret the

collected data and address the research questions. Data analysis began with organizing and

categorizing information based on key themes and topics related to NBC's public relations roles

in enhancing customers satisfaction. The researcher used coding techniques to identify and

categorize recurring patterns and themes within the data (Miles & Huberman, 1994). The

analysis process included synthesizing information from various sources to provide a

comprehensive understanding of the subject matter. The researcher compared and contrasted

findings across different data sources to identify commonalities and differences in customers

perceptions of NBC's public relations strategies.

This approach allowed for a nuanced interpretation of the data, highlighting the roles of

public relation in enhancing customers satisfaction.

Qualitative data analysis also involved drawing connections between the data and the theoretical

framework of public relations and corporate image. The researcher used thematic analysis to

identify key themes and insights, providing a detailed account of how public relations efforts

influenced stakeholder views and the overall corporate image of NBC. The analysis aimed to

42
address the research questions and objectives by providing a thorough and evidence-based

interpretation of the collected data. By employing these qualitative analysis techniques, the study

provided a rich and detailed understanding of the role of public relations in shaping NBC's

customers satisfaction. The findings were presented in a structured manner, highlighting key

insights and implications for the company's public relations roles and overall reputation.

CHAPTER FOUR

RESULTS AND DISCTISSION

4.1 Presentation of Results

The role of public relations (PR) in enhancing customer satisfaction has garnered significant attention in

recent years. This study aimed to investigate the impact of PR strategies on customer satisfaction levels

43
within the service industry. The results indicate a strong correlation between effective PR practices and

increased customer satisfaction.

The data collected from various service-oriented companies demonstrate that organizations investing in

comprehensive PR strategies experience higher customer satisfaction rates. These strategies include

transparent communication, proactive engagement with customers, and the management of public

perception. Companies that consistently disseminate clear and honest information tend to build trust with

their customer base, which is a critical component of customer satisfaction.

One of the key findings is the importance of two-way communication facilitated by PR efforts.

Organizations that actively listen to customer feedback and adjust their services accordingly show a

notable improvement in customer satisfaction metrics. This aligns with the concept that customer

satisfaction is not solely dependent on the quality of the product or service but also on the quality of

communication between the company and its customers.

Furthermore, the study reveals that PR initiatives aimed at cultivating a positive corporate image

contribute significantly to customer satisfaction. Customers are more likely to remain loyal to companies

they perceive positively in the public eye. PR campaigns that highlight corporate social responsibility,

community involvement, and ethical practices enhance the overall customer perception, thereby

increasing satisfaction levels.

The discussion of these results suggests that companies should prioritize PR as a strategic tool for

customer satisfaction. By integrating PR into the core business strategy, organizations can foster stronger

relationships with their customers. This integration involves regular updates on company developments,

addressing customer concerns promptly, and engaging in community-building activities.

In conclusion, the study confirms that effective public relations play a vital role in enhancing customer

satisfaction. Companies that leverage PR strategies not only improve their public image but also build

44
lasting relationships with customers. It is recommended that organizations allocate resources to develop

robust PR departments that focus on transparent communication and active customer engagement.

4.2 Discussion of Findings

The study revealed that NBC Plc has effectively utilized public relations to communicate its brand values

and engage with its customer base. One of the key findings highlighted that transparent and consistent

communication has built trust between the company and its customers. By providing timely information

about product offerings, company initiatives, and addressing customer inquiries promptly, NBC Plc has

strengthened its customer relations.

Furthermore, the research indicated that the company's proactive approach in handling customer feedback

has contributed to increased satisfaction levels. NBC Plc has implemented channels for customers to

express their opinions and concerns, such as helplines and social media platforms. This open line of

communication not only resolves individual issues but also demonstrates the company's commitment to

customer [Link] study also found that NBC Plc's involvement in corporate social responsibility (CSR)

initiatives has positively influenced customer perception. Engaging in community development projects

and environmental conservation efforts has enhanced the company's public image. Customers expressed

higher satisfaction knowing that the company contributes to social causes, which aligns with their values

and expectations.

In addition, the findings showed that NBC Plc's crisis management strategies have been effective in

maintaining customer trust. In instances of product recalls or publicized issues, the company promptly

addressed the situation through public statements and corrective actions. This responsiveness mitigated

potential negative impacts on customer satisfaction and preserved the company's reputation.

Moreover, the research underscored the importance of internal public relations in empowering employees

to deliver excellent customer service. Training programs and internal communications have equipped

45
staff with the necessary skills and information to meet customer needs effectively. Satisfied and well-

informed employees contributed to a better customer experience, thereby increasing overall satisfaction.

Therefore, the study affirmed that public relations are integral to enhancing customer satisfaction at NBC

Plc. Through transparent communication, proactive customer engagement, involvement in CSR activities,

effective crisis management, and strong internal relations, the company has fostered a positive image and

strengthened customer loyalty. These strategies have not only satisfied existing customers but have also

attracted new ones, contributing to the company's sustained success in the competitive beverage industry.

Reference

Grunig, J. E., & Hunt, T. (1984). *Managing Public Relations*. Holt, Rinehart, and Winston.
Grunig, J. E., & Hunt, T. (1984). *Managing Public Relations*. Holt, Rinehart and Winston.
Kotler, P., & Keller, K. L. (2016). *Marketing Management* (15th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). *Marketing Management* (15th ed.). Pearson Education
Limited.
Ledingham, J. A., & Bruning, S. D. (2000). *Public Relations as Relationship Management: A
NBC Plc Annual Reports (2020). Nigerian Bottling Company Plc. Retrieved from [NBC Plc
Official Website]([Link]
Relational Approach to the Study and Practice of Public Relations*. Lawrence Erlbaum
Associates.

CHAPTER FIVE

CONCLUSION AND RECOMMENDATIONS

5.1. Conclusion

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Public relations play a significant role in organization as the incipient of the concept of PR, has brought

succor to corporations. Hitherto, corporate bodies have had issues with maintaining a befitting image,

cementing customer's relationship and customer's satisfaction. But now, organizations are smiling to the

bank with huge pocket and the problem of satisfying customers is gradually becoming a thing of the past.

Public relations is a management function of organization. For organization to grow, they must ensure

that their customers get value for their money. The issue of customer's satisfaction has made series of

corporations to become bankrupt. There is no doubt that organizations that failed to accord maximum

attention to customer's satisfaction had hiccups competing with their competitors. The paper reveals that

public relations is very relevant for customer's satisfaction in organization. Findings show that 30 of

respondents representing 31.5% said the reason why public relations is imperative for customers

satisfaction is because it is a veritable tool that builds organizational image, 20 or 21.1% said why public

relations is imperative for customers satisfaction is because public relations is a management function of

the organization, 35 or 36.8% said public relations is imperative to customers satisfaction because public

relations helps organization to enhance customers satisfaction, while 10 or 10.6% of respondents said

public relations does not help organization in the above mentioned reasons.

5.2 Recommendations

i. Organizations should accord priority to public relations at all times because PR is a tool that helps

to ensure customers satisfaction in organization.

ii. Customers satisfaction is one of the paramount things organizations should take cognizant of,

without satisfying their customers, business or products will not sell. For organizations that

render services will not survive among their counterparts.

iii. Organizations should always monitor to know that PR unit is functional, most times, they are

corporate bodies that have PR unit but is not proactive.

iv. Corporations should conduct research to ascertain the level of customers' satisfaction in the

organization so as to maintain a favourable relationships with the customers.

47
 v. Customers should ensure they express themselves whenever they are not satisfy with a product to

enable the organization act in line with international best practices.

vi. One of the greatest things that can enhance organizational successes and maintain customer's

loyalty is when the customers get value for their money. Therefore, organizations should always

strive to maintain customers' relationship. Good relationship with customers entails that, you

conduct survey from time to time to know their challenges so that you can attend to issues that

may arise, in order to keep a befitting customers satisfaction.

Reference
Grunig, J. E., & Hunt, T. (1984). *Managing Public Relations*. Holt, Rinehart and Winston.
Kitchen, P. J., & Daly, F. (2002). Internal communication during change management.
Corporate Communications: An International Journal*, 7(1), 46-53.

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