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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