Effect of Public Relations on the Reputation of Deposit Money Banks in Asaba, Delta State

Abstract

The study investigated the effect of public relations on the reputation of deposit money banks in Asaba. The specific objectives of the study were to determine the effect of promotional gifts/items on the reputation of deposit money banks; to ascertain the effect of bank’s sponsorships programmes on the reputation of deposit money banks; to investigate the effect of healthy interactions between employees and customers on the reputation of deposit money banks; and to evaluate the effect of complaints handling on the reputation of deposit money banks. Relevant conceptual, theoretical and empirical literatures were reviewed. The study was anchored on Boundary Role Model theory. The study adopted survey research design. The customers of deposit money banks in Asaba constituted the population of the study. Sample size of 384 customers was determined using Cochran formular. Data used in the study were sourced from primary sources. Structured questionnaire was employed as the instrument of data collection. Frequency tables, percentage and regression analysis were used in analyzing the data at 0.05 level of significance. The analyses were carried out with the aid of Statistical Package for Social Sciences (SPSS). The study found that promotional gifts/items have significant effect on the reputation of deposit money banks.  The study also found that bank’s sponsorships programmes have significant effect on the reputation of deposit money banks. The study also found that healthy interactions between employees and customers have significant effect on the reputation of deposit money banks. The study further found that complaints handling have significant effect on the reputation of deposit money banks. Based on the foregoing, the study concludes that public relations have significant effect on the reputation of deposit money banks in Asaba. The study recommends amongst others that banks should direct their frontline employees to be attentive and courteous when dealing with customers and explain the importance of apologies and explanations to them.