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EFFECTIVE PUBLIC
RELATIONS AS AN INSTRUMENT FOR THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE
ABSTRACT
The needs for a company to strive to improve their
profitability are obvious and varied. This is as a result on how active their
relations towards their clients. as a matter of fact, banks need EFFECTIVE
PUBLIC RELATIONS AS AN INSTRUMENT FOR THE ACHIEVEMENT OF ORGANIZATIONAL GOALS
AND OBJECTIVES.
The staff of zenith international bank limited Enugu and the
clients of the bank constituted the research population. the sample size for
the management / staff and the client of Zenith bank Enugu was determine using
Yaro Yameni formula, while Topman’s formula was used to determine the sample
size (4500) for client of Zenith Bank Enugu metropolization Data were collected
by the use of questionnaire and observations.
The sample size (4500) was used for client of Zenith Bank
Enugu metropolis. Data were collected by the use of questionnaires and
observations.
1. That the study
examined the contribution of public relations towards the patronage and growth
of the bank.
2. That the
opportunity for training of public relations personnel was not provided.
3. That Zenith bank
public relations activities led to the fast built reputation for satisfaction
in banking services
4. That the
published materials such as diaries, calendars and gift item are being shared
within the clients, management and staff of the bank.
Based on these findings the researcher views that the
following recommendation were made.
1.
Management should make sure that all complaints from the customers and
staff, be referred to the public relations department, which should not only
promptly attend to the matter but should advice the branch manager on the
complaints and remedial actions should be taken.
2.
Zenith bank public relation manager in collaboration with the branch
manager, section heads and all official should Endeavour to arrange their staff
and workflow to avoid unnecessary delay of banking activities.
3.
Zenith bank public relation department should endeavor to educate the
cashiers on the need for pleasant and courteous manner because the cashiers are
their shop windows. (i.e. the eye of the bank).
4.
Zenith bank should encourage further studies do be carried out
throughout the branches of the bank to properly ascertain improve bank
profitability.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF
THE STUDY
The reasons why banks strive to improve their profitability
are obvious and varied. In this era of competition, there is need for
organizations, bans, business enterprises, churches,, clubs and others to
evolve ways or procedures to improve the performances of their consumers.
In banking industry, the need is more pronounced especially
when they are faced with what is called inter – bank competition, which at time
leads to the declining profit making of many banks. Banks have recognized that
effective public relations has become the integrating force which assists them
in achieving their goals and objectives; and it is geared towards building good
corporate image for their respective branches.
In furtherance of these objectives, many banks in Nigeria
have introduced extra incentives such as credit cards, weekend banking, in an
attempt to provide exceptional services for their customers.
A bank is defined as an institution for keeping, lending and
exchanging of money. Any body could set up a bank provided he is registered
under the provision of a banking company.
Public relations is defined as the way of presenting a good
image of an organization to the public, especially by providing information in
other words, to bring to the knowledge of the public an organization or a
product that has not been in existence. It is worthy to note here that
effective public relations stands to be a vital tool for the achievement of organizational
objectives. Thus, the staff, management and board of directors who are solely
in charge of Zenith international bank, should all come together and put in
plans and programme which would be used in the attainment of their goals.
Brief history of zenith international bank limited
Zenith bank of Nigeria limited was incorporated as a private
limited company with an authorized share capital of less than (500,000,000)
five hundred million. The share capital was subsequently increased to
#800,000,000 million. The 800,000 ordinary shares of #2.50k each has been
issued and fully paid.
The bank was issued a license to carry on banking business in
May 1990. it commenced business on May 1990, and a to owned by private Nigeria
investors. Zenith bank international has its head office in Victoria Island,
Lagos state capital.
Zenith bank to commission to the expansion of its branches
network with a view of making its services available throughout the country.
For now, the bank has branches in Enugu, Onitsha, Lagos, Abuja, Port Harcourt
Jos, Calabar, Owerri, Ogun, Akure etc.
1.2
STATEMENT OF RESEARCH PROBLEM
Banking services in zenith bank of Enugu state to really poor
and discouraging. The qualities of services rendered by the bank have been
attracting criticisms from people in all works of life. The government functionaries,
business men, the media and the general public are all very critical of banking
services. The complains range from the following
vInefficiency of workers (Zenith bank workers) on their jobs
vFavoritism to some customers. I.e. special customers.
vLong delays in cashing cheque or making or making
withdrawals
vUnfriendly attitude of bank workers.
vTardiness in granting loans or credits
Most banks do not realize that customers should be put in the
prime place as they are supposed to be. There is now keen competition, and to
compete means to apply the public
relations concept. Are these criticisms justified, or are they just a mare run
down of Zenith bank because they are making all necessary effort to be one of the
leading banks.
1.3 OBJECTIVE
OF THE STUDY
From all that has been written above, it is the aim of this
study to take an insight in Zenith bank limited, and study the approach of the
bank to their customers.
vTo identify if public relations is being carried out and
what are the innovations added to it to improve bank profitability
vTo ascertain whether customers are satisfied with the
services rendered by the bank.
vTo find out how public relation in bank can be used in
improving contact within the associate institute of bankers trade unions,
business community, government policies and employees.
vTo find out how Zenith bank public relations department
function
vTo identify problems encountered by the public relations
department
1.4 RESEARCH
QUESTIONS
Ho: The public relations department of Zenith bank does not
contribute towards the patronage of the bank.
Hi: The public
relations department of Zenith bank contributes towards the patronage of the
bank
Ho: the level of awareness in Zenith bank is a directly
related to the public relation activities in solving management problems in the
bank.
Hi: the level of awareness in Zenith bank is not directly
related to the public relation activities in solving management problems in the
bank
Ho: There is no two – way information flow between the
management of Zenith bank and staff.
Hi: Information flow between the management of Zenith bank
and staff is one way and not two ways.
1.5
SIGNIFICANCE OF THE STUDY
There have been criticisms about the banking services of
Zenith bank limited Enugu, and the way they render services to their customers
they do not really see the customer as king.
The
researcher wants to carry out ad research on what Zenith bank does (and to find
out if they adopt the application of public relation concept in the condition
of services.
The
researcher also wants to have an empirical base either to support all the
sources about the poor impression people have on zenith bank, and to advice
then on how to improve their services by adopting the marketing mix –
advertising, promotional items like biros’, T – shirts etc. all these would be
used in getting or attracting the customers to the bank. And also, it would
assist the bank in having more customers to come and open an account with them,
there by increasing their profits especially when it is a higher account which
has enough interest. The magic formula is adopting public relation as a way of
life. A business must learn to think of itself not as producing goods or
services, but as buying customer and doing thing that would make people want to
deal with you. Do banks really know their customers, and are they fancy or
live? If my findings are not valid, I would say there are no bases for the
criticism, but that they arise because Zenith bank limited is not doing well if
their services are poor, why they should make profit. Are they doing this at
the detriment of their customers?
1.6
LIMITATION OF THE STUDY
In the course of this research, the researcher encountered
some constraints some of them include time, poor co – operation from the
respondents of what one may aptly call negative attitude of the respondents.
Time: this constituted a problem on part of the researcher.
He had limited time to carry out the research work; other class work and
assignment are being done along side.
Finance: proper and intensive research requires money. The
researcher lacked the necessary where withal to procure the relevant materials
for the dispensation of the work.
Attitude: in the process of eliciting information, some
respondents exhibited negative attitude thus making it elusive for the
researcher to gather relevant information.
Scope
The scope of this study to limited only to zenith bank
limited in Enugu whose branch in Oguette main market.
Definition of terms
Tardiness - slow to act, move or happen; late in
happening or arriving.
Evolve - to develop gradually e especially
from a simple to a more complicated form
Eliciting - to get information or a reaction from
somebody, often with difficulty
Aptly - suitable or appropriate in the
circumstance
Woo - to try to get the support of somebody.
Or a man tries to persuade a woman to love him and marry him.
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