IMPACT OF PUBLIC RELATION ON MARKETING OF BANKING SERVICE IN ENUGU METROPOLIS

This study focused on the impact of effective public relations practice in the marketing of banking service in Enugu metropolis. A case study of zenith bank plc operating in Enugu state. It aims at identifying the areas of potential problems in order o enable corrective measure to be taken. Although zenith bank plc maintains a corporate affairs department that performs public relation functions, yet the management is not happy because the bank does not have good image in the opinion of its customers. It was based on this that the research decided to embark on the present study, with the following objective in mind to determine whether zenith bank considers as important the public relations policy of the organization as strategic. To determine whether zenith bank communicate effectively major policy issues to its publics. To ascertain and discuss whether public relations activities of the bank has any significant impact on the existence, growth profitability an survival of the bank. Construction of the questionnaire and the formulation of other items. The questionnaires was meant for two categories of respondents as follows. The staff and management of zenith bank , the customers of the bank. The questionnaire was structured to contain both the multiple choices and the open ended questions. Major findings of the study were also obtained. The study concludes that effective public relations is a necessary ingredient for the survival and continued relevance of an organization

1.1 Background of the study -1

1.2 Statement of the problem - -5

1.3 Purpose of the study - - -6

1.4 Significance of the Study - -7

1.5 Research Questions- -8

1.6 Scope of the Study - -9

1.7 Definition of Terms - -9

2.0 Introduction - - - -12

2.1 Review of related literature a historical perspective - -13

2.1.1 Historical background and definition of public relations -13

2.1.2 Exchange rate policy in Nigeria from (1960-1998)- - -19

2.3 Definition of public relations -16

2.4 summary of literature review -26 

3.0 Introduction - - - -28

3.1 Design of the study - -28

3.2 Area of the study - -29

3.3 Population  of the study - -29

3.4 Sample of the study - - -29

3.5 Instrument of data collection 31

3.6 Validation of the instrument -32

3.7 Distribution and retrieval of Instrument - - - -32

3.8 Method of data analysis - -33

4.1 Analysis of data  from bank officials - - -- - -35

4.2 Analysis of data from customers - - - - -43

5.1 Summary of findings - -48

5.2 Conclusion - - - -49

5.3 Recommendation - -49

5.4 Limitations of the study -50

5.5 Suggestions for further research 51