EVALUATION OF THE EFFECTIVENESS OF PUBLIC RELATIONS STRATEGIES IN ENHANCING CUSTOMERS’ SATISFACTION IN ENUGU WATER CORPORATION
ABSTRACT
This study examined the effectiveness of public relations strategies in enhancing customers’ satisfactions with particular reference to Enugu State Water Corporation Board, Enugu State. The objectives were to ascertain whether the customers of Enugu State Water Corporation Board, Enugu State are satisfied with the corporation; to find out whether their satisfaction is based on the use of public relations strategies by the corporation; to find out the challenges officials in public relations department encounter in the quest for customer satisfaction; and to find out the public relations strategies used by Enugu Water Corporation, Enugu. The study adopted descriptive survey design. The population of this study comprised of the entire staff and customers of Enugu State Water Corporation Board, Enugu State. This amounted to 10055 (193 staff and 9862 customers). The sample size for this study was generated using Taro Yamane formula for sample size determination (staff -130; customers – 384). Data collected were presented in tabular format while the use of simple percentage was made while analyzing the data. The findings revealed that the customers of ESWBC are satisfied with their services; the level of satisfaction the customers derive from the ESWBC is because of the public relations strategies that they implement while running the activities of the corporation; that lack of fund, undue government interference and irregular policy formulation are the challenges faced by the public relations practitioners in their organization (ESWBC); and that community relations, corporate identity materials, understanding the attitude and values of the publics, and building a good corporate image / reputation are some of the public relations strategies being implemented by the corporation. The study further recommended among others that government should always fund the public relations officers so as to execute their essential duties.