The Roles of Public Relations in Enhancing Customer’s Satisfaction. A Case Study of Nigerian Airways Lagos
CHAPTER ONE
OBJECTIVE OF THE STUDY
The primary objective of this study is to comprehensively examine the roles of public relations (PR) in enhancing customer satisfaction within organizations. Using Nigerian airways Lagos. Specifically, the study aims to:
- Identify and analyze the specific functions and mechanisms through which PR practices influence customer perceptions and satisfaction levels Nigeria airways, Lagos
- Evaluate the effectiveness of both traditional and digital PR strategies in fostering positive customer relationships and satisfaction outcomes in Nigeria airways, Lagos
- Explore the challenges and opportunities encountered by organizations in leveraging PR initiatives to enhance customer satisfaction.
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
INTRODUCTION
This section shall provide general literature on Public Relations and customer satisfaction and highlight the link between public relations and customer satisfaction in relation to the performance of the businesses. Furthermore, this study shall make available the theoretical framework upon which this study shall focus on. Overall, this study shall contain a conceptual framework, theoretical framework, and an empirical review of the study
Theoretical framework
The Excellence Theory in Public Relations
The Excellence theory is a general theory of public relations that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined Grunig, (1992). The Excellence Theory explained that the value of public relations lies in organization-public relations. Grunig, (2006) opined that the excellence theory derived from four approaches: goal attainment, strategic constituencies, systems, and competing values. Grunig & Grunig, (2008) further stressed that to maximize the value of public relations, public relations must identify strategic publics and build long term relationships with them through symmetrical communication programs. The theory slinked with the stakeholder theory, in the sense that for the organization to be effective, the organizations should be able to solve problems and satisfy stakeholder and management goals. 8 The excellence theory resulted from a study about the best practice in public relations, which was headed by James E. Grunig and funded by the Foundation of the International Association of Business Communicators (IABC) in 1985. Constructed upon several middle range theories, and tested with surveys and interviews of professionals and CEOs in the United States, the United Kingdom, and Canada.
CHAPTER THREE
METHODOLOGY
Research Design
Research design is the structure and strategy of investigation formatted in order to obtain data to answer research question, which would enable the researcher to test the research questions for final conclusion on the study.
The research design for this study is descriptive research otherwise called survey research. The design helps the researcher to describe the event in question using the resulting data to explain and predict the situation. It gathering consistently the data of occurrence of testing research questions makes predictions or getting meaning and implementation of the situation.
CHAPTER FOUR
DATA ANALYSIS AND DISCUSSION OF FINDINGS
Introduction
This chapter presents the result of the analysis in line with the research questions put forward in the study in order to make a valid conclusion on the stated problem in the research topic: The roles of public relations in enhancing customer’s satisfaction . A Case study of Nigerian airways Lagos. It also focuses on the presentation, analysis and the interpretation of the data collected from the field survey. Descriptive statistics, including frequency count, simple percent and data collected were analyzed using Chi-square statistical method to determine their authenticity and validity.
A total two number and fifty (250) responses were used in the analysis of data i.e 100 Nigerian airways and 150 customers, the data were presented on tables and subsequently, and results were discussed under each table.
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study examines the roles of public relations in enhancing customer’s satisfaction. A Case study of Nigerian airways Lagos. In Which Chapter One deals with Background to the study, Statement of the Problem, Objectives of the study, Research Questions/hypotheses, Significance of the study, Scope of the study, Limitation of the study and Operational definition of terms. Chapter Two: Theoretical framework, Review of related literature and Empirical studies of various works of scholars in the subject matter.
Chapter Three: Research methodology in which concept such as: Research design, Population of the study and Sample Size, Sampling Technique, Research Instrument, Validity and Reliability of Research Instrument, Administration of Instrument and Method of data analysis. Chapter Four: Data Analysis and Discussion of findings; Two hundred and fifty (250) responses were used in the analysis; the researcher utilized an analytic data that can make use of frequency count converted into percentage computation for easy calculation and Chi-Square statistical analysis method was employed. While Chapter Five deals Summary, Conclusions, and Recommended of the study.
Conclusion
In conclusion, the case study of Nigerian Airways in Lagos provides valuable insights into the significant roles of public relations (PR) in enhancing customer satisfaction within the aviation industry. Despite facing various challenges, including operational constraints and competitive pressures, Nigerian Airways has demonstrated the strategic importance of effective PR practices in fostering positive customer relationships and satisfaction outcomes.
Through a multifaceted approach encompassing both traditional and digital PR strategies, Nigerian Airways has successfully addressed customer concerns, managed crises, and leveraged communication channels to enhance overall customer experiences. The airline’s commitment to transparent communication, proactive engagement, and responsiveness to customer feedback has contributed to building trust, credibility, and loyalty among its passengers.
Recommendation
- Nigerian Airways should prioritize investing in comprehensive PR training programs for its staff members, including frontline employees and PR professionals. Training should focus on effective communication techniques, crisis management strategies, and customer service skills to ensure consistent and positive interactions with passengers.
- The airline should leverage digital PR platforms, such as social media channels and online customer service portals, to enhance engagement with passengers. Implementing robust social media monitoring tools and dedicated customer support teams can help Nigerian Airways address customer inquiries and feedback promptly, improving overall satisfaction levels.
- Nigerian Airways should develop and regularly update crisis communication plans to effectively manage unforeseen events and mitigate negative impacts on customer satisfaction. Conducting regular crisis simulation exercises and providing crisis communication training to relevant staff members can help the airline respond swiftly and transparently during emergencies.
- The airline should prioritize transparency in its communication efforts by providing passengers with accurate and timely information regarding flight schedules, delays, and cancellations. Implementing user-friendly communication channels, such as mobile apps and SMS notifications, can improve accessibility and ensure passengers remain informed throughout their travel experience.
- Nigerian Airways should establish key performance indicators (KPIs) to measure the effectiveness of its PR initiatives in enhancing customer satisfaction. Regularly monitoring passenger feedback, analyzing social media sentiment, and conducting satisfaction surveys can provide valuable insights into areas for improvement and guide future PR strategies.
References
- Adeniji, A. A., Osibanjo, A. O. & Abiodun, A. J. (2013). Organizational Change and Human Resource Management Interventions: An Investigation of the Nigerian Banking Industry. Serbian Journal of Management, 8(2), 65-89.
- Akuku, P. S. (2012). Role of public relations in enhancing external customer satisfaction: A study of the Nairobi City County Government (NCCG)
- Amponsah, F. K., Asamoah, J. & Isaac, A. N. (2015). The Role of Public Relations In Enhancing Customer Satisfaction: The case of National Health Insurance Programme In Mankranso.
- Amponsah, F. K., Asamoah, J. & Isaac, A. N. (2015). The role of public relations in enhancing customer satisfaction: the case of national health insurance programme in Mankranso. An online article, Christian Service Univeristy College, Department of Communication Studies.
- Anaeto, S. G., Onabajo O. S. & Osifeso, J. B. (2008). Models and Theories of Communication. USA: African Renaissance books incorporated.
- Anas, Y. A. & Batool, A. Q. (2016). The Role of Public Relations on Company Image: Social Media as a Moderating Variable: A Case Study at the Applied Science Private University at Jordan. International Journal of Academic Research in Business and Social Sciences April, Vol. 6, No. 4 ISSN: 310-317
- Asemah, E. (2009). Public Relations and Organisational Management: An Assessment of Jos International Breweries Plc. An M.Sc JORIND 9(2)
- Brady, D., Arndt, M. & Amy, B. (2005). When Your Name is Mud, Advertise: Companies in Crisis Used to Lie Low. The New Response to Bad Press is Positive Spin. “Business Week.”
- Bravo, R.; Montaner, T.; Pina, J.M., (2009). The role of bank image for customers versus services sector. Journal of Services Marketing, 25(3), 190 – 201.
- Bruning, S. D. & Ledingham, J. A. (2000). Perceptions of relationships and evaluations of satisfaction: An exploration of interaction. Public Relations Rev., 26(1): 85-95.
- Bruning, S. D. and Ledingham, J. A. (2000). Perceptions of relationships and evaluations of satisfaction: An exploration of interaction. Public Relations Review Journal, 26(1), 85-95.
- Creyer, E. H. & Ross Jr., W. T. (1997). The influence of firm behavior on purchase intention: Do consumers really care about business ethics?. Journal of Consumer Marketing, 14(6): 421-432.
- Dayo, D. (2006). Public Relations Practice- An African Perspective, (3rd ed). Lagos: Gong Communication Limited.
- Eman, M. A., Ayman, Y. S. & Tawfik, E. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. The Business & Management Review, 3(2), 177-196.
