Effective Customer Relations as a Public Relations Strategy in Financial Institutions
A Study of Access Bank PLC Ibadan, Oyo State, Nigeria
Ineffective customer relationship, communication and lack of mutual understanding between organizations and customers are continuous public relations challenges. Establishing an effective customer relations between financial institutions, as banks, and their customers is a prerequisite to maintaining mutual relationships as it can lead to customer retention and also attract potential customers. This study, using the systems theory, analyzed the use of effective customer relations, as a public relations strategy, to enhance the patronage and delivery of quality customer service in Access Bank Nigeria, Ibadan. Using the available sampling technique of the survey methodology, 285 copies of two different structured questionnaire and one interview were analyzed. Findings revealed that customers perceive the customer relations programmes and services of the bank as good and also rated them high. It also revealed that to a great extent, effective customer relations led to increased patronage and attracted potential customers.