ABSTRACT

This study examines the Champion Breweries public relations strategies and customer’s satisfaction. The objectives of this study were to ascertain the public relations strategies used in Champion Breweries Plc Uyo, to ascertain if public relations helps to enhance Champion Breweries customers satisfaction, to determine the other factors that affect Champion Breweries customers satisfaction and to determine the challenges in using public relations in Champion Breweries to enhance customers satisfaction. The study used survey research design method and questionnaire was used as the instrument for data collection. The sample size for the study was eighty (80). The findings of this study revealed that the use of the internet, creating compelling contents both hard and soft copies and hosting of events are the public relations strategies used by Champion Breweries Plc. That public relations help to enhance Champion Breweries customer’s satisfaction. Also, the factors that affect Champion Breweries customers satisfaction are, company’s priority regarding public relations practices, changing economic condition and inflation and finally, the challenges faced by Champion Breweries in using public relations to enhance customer’s satisfaction are; allocation of appropriate fund, availability of too many media channels and platform and increase in technology. It was concluded that public relations activities of manufacturing companies and other organizations have some element of influence on the satisfaction of the customers. The study recommended that companies should consider their public relations strategies carefully before implementing them as it influences the customers’ expectations as well as satisfaction.

TABLE OF CONTENTS

TITLE                                                                               PAGES

          Title page    –         –         –         –         –         –         –         i

Certification –         –         –         –         –         –         –         ii

Dedication   –         –         –         –         –         –         –         iii

Acknowledgement           –         –         –         –         –         iv

Abstract       –         –         –         –         –         –         –         v

Table of contents   –         –         –         –         –         –         vi

List of Tables         –         –         –         –         –         –         vii

1.0     INTRODUCTION

1.1     Background of the studies          –         –         –         –         1

1.2     Statement of the Problem          –         –         –         –         4

1.3     Objectives of the Study   –         –         –         –         –         6

1.4     Research Questions         –         –         –         –         –         7

1.5     Scope of the Study           –         –         –         –         –         7

1.6     Significance of the study –         –         –         –         –         7

1.7     Limitation of the Study              –         –         –         –         8

1.8     Definition of Terms         –         –         –         –         –         8

2.0     REVIEW OF RELATED LITERATURE

2.1     Concept of Public Relations       –         –         –         –         10

2.2     The Concept of Publics in Public Relations   –         –         12

2.3     Functions of Public Relations    –         –         –         –         16

2.4     Measurement of Public Relations        –         –         –         18

2.5     Types of Public Relations          –         –         –         –         22

2.6     Public Relations Tools for Enhancing

Customer Satisfaction      –         –         –         –         –         24

2.7     History of Champion Breweries Uyo            –         –         26

2.8     Customer Satisfaction      –         –         –         –         –         27

2.9     Customer Satisfaction and Measurement of

Public Relations     –         –         –         –         –         –         30

2.10   Effect of Customer Satisfaction on Organization     –         33

2.11   Link between Organization’s Image and

Customer Satisfaction      –         –         –         –         –         34

2.12   Theoretical Framework   –         –         –         –         –         37

2.13   Review of Study    –         –         –         –         –         –         41

3.0     RESEARCH METHODOLODY

3.1     Research Design    –         –         –         –         –         –         44

3.2     Population of the Study   –         –         –         –         –         44

3.3     Sample and Sampling technique          –         –         –         44

3.4     Instrument of Data Collection    –         –         –         –         45

3.5     Validity and Reliability of Instrument           –         –         46

3.6     Method of Data Analysis and Presentation    –        –         46

4.0     DATA PRESENTATION, ANALYSIS AND  DISCUSSION OF FINDINGS

4.1     Data Presentation and Analysis           –         –         –         47

4.2     Discussion of Findings    –         –         –         –         –         54

5.0     SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1     Summary     –         –         –         –         –         –         –         58

5.2     Conclusion  –         –         –         –         –         –         –         59

5.3     Recommendations –         –         –         –         –         –         59

REFERENCES

APPENDICES

LIST OF TABLES

Table 1: Age Distribution of Respondents     –         –         –         –         47

Table 2: Gender Distribution of Respondents          –         –         –         48

Table 3: Educational Qualification of Respondents –         –         –         49

Table 4: Does Champion Breweries make use of public relations –        50

Table 5: What public relations strategies is used in

Champion    Breweries?   –         –         –         –         –         –         50

Table 6: Does public relations helps to enhance

Champion Breweries customer’s satisfaction?         –         –         51

Table 7: What are the other factors that affect

Champion Breweries customers satisfaction  –         –         –         52

Table 8: What are the challenges in using public relations in Champion Breweries to enhance customers satisfaction?          –         –         –         53

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

Public relations is “practically as old as society”, Patrick (2000) asserts that public relations arose from the basic need of building and improving human relationship. Thus, public relation has been practiced even if only amateurish, since the beginning of mankind. In ancient societies, human communication was limited by space and time. Due to the absence of modern technology, the potentials and application of public relations increased as societies became more urbanized, civilized and complex. As population increased so did the need problems of public relations. The responsibility of the public relations unit is to protect the image of the organization to the general public. The public relation practice was designed to protect the image of the organization, plan and execute all its approved public relations programmes. Corporate organizations have been embarking on public relations to create and maintain a mutual understanding with their publics.

According to Lukusa (2009) if an organisation’s portrayed identity does not coincide with the image perceived by its public, the organisation’s reputation and corporate image might suffer and as a result this might also affect the management of the entire organisation. The roles of public relations practitioners are thus very important and crucial in building the corporate image of their organisations to the public. These roles contribute to the development, the sustainability and a good functioning of the organisations.

Crisis emerged in the universe right from the beginning of man and has remained a reoccurring decimal but not without effects. Man’s interactions with the environment coupled with the sophistication of the present age. Thus, people get involved in many activities with the prime objective to satisfy their basic or primary needs (Psychological and safety) and secondary needs (social, esteem and self fulfillment). In the process to achieve these need, crisis always emerge either between employee and employee and the management of an organization.

On the other hand organization and groups strive to win a bigger shame of the market as to make profit than rivals which will result in intensive. Communities due to interest will engage in crisis.

In the relationship management perspective, public relations is viewed as an organizational role whose ultimate motive is to induce, develop, and guide relationships among a company and its key customers. The effects that public relations activities have on customers have been debated by many public relations scholars. Ledingham & Bruning, (1998), stated that involvement, trust, commitment, openness and investment which are organization-public relationship variables can be used to forecast consumer behavior. According to Levary & Mathieu, (2000) organizational public appraisal is determined by an organization’s ability to maintain existing customers and introduce or attract new customer.

For any organization to survive, it has to satisfy and be pleased by the environment that it finds itself. Conrad et al, (1997) established that the form of the relationship between organizations and their customers is inclined by how well the customers are satisfied with the services that the organization rendered to them and how well they treated them (that is the customer).

Albeit the term “satisfaction” is relatively subjective and has been defined by many researchers in different ways, it is important to note that satisfaction is an important aspect when organizations render services or provide the product according to their customers’ requirements. Primarily, customers base their expectations on word-of-mouth, colleagues, and friends, information delivered through marketing activities such as public relations and also their past experiences. Customer dissatisfaction occurs when the expectations of the customer have not been met which can affect the loyalty of both existing and future customers to the organization.

The introduction of customer relations management is merely not adequate because proper execution of customer-centered policies demand coordination with the organizational climate and culture since there is a unique way of doing things in every organization as opined by Beidokhti & Ghaderi, (2011) It is important for the organization to pay attention to the determination of factors influencing customer satisfaction, and initiate service policies that can offer better and higher satisfaction for customers by application and execution of customer-centered strategies Colgate & Smith, (2005). Thus, this study is aimed at examining Champion Breweries  public relation strategies and customer’s satisfaction.

1.2     Statement of the Problem

In the dynamic landscape of the brewing industry, the role of effective public relations (PR) strategies cannot be overstated in influencing customer satisfaction and loyalty. Champion Breweries, as a prominent player in the market, has implemented various PR initiatives to engage with its diverse customer base. However, the extent to which these strategies contribute to enhancing customer satisfaction remains a critical area requiring in-depth exploration and analysis.

The problem at hand stems from the need to comprehensively evaluate and understand the impact of Champion Breweries’ current PR strategies on customer satisfaction levels. A thorough examination of the existing communication channels, promotional campaigns, community engagement initiatives, and customer feedback mechanisms is essential to ascertain the effectiveness of these strategies in meeting the evolving expectations of the brewery’s clientele.

Several key questions arise: What public relations strategies is used in Champion Breweries? Does public relations helps to enhance Champion Breweries customers satisfaction? What are the other factors that affect Champion Breweries customers satisfaction? What are the challenges in using public relations in Champion Breweries to enhance customers satisfaction

Addressing these questions will not only shed light on the strengths and weaknesses of Champion Breweries’ current PR approach but will also provide valuable insights for the development of targeted and customer-centric strategies that can enhance overall customer satisfaction, strengthen brand loyalty, and contribute to the sustained success of the brewery in a competitive market environment.

1.3     Objectives of the Study

The objectives of this study were as follows;

1. To ascertain the public relations strategies used in Champion Breweries Plc, Uyo.
2. To ascertain if public relations helps to enhance Champion Breweries customers satisfaction.
3. To determine the other factors that affect Champion Breweries customers satisfaction
4. To determine the challenges in using public relations in Champion Breweries to enhance customers satisfaction.

1.4     Research Questions

1. What public relations strategies is used in Champion Breweries?
2. Does public relations helps to enhance Champion Breweries customers satisfaction?
3. What are the other factors that affect Champion Breweries customers satisfaction?
4. What are the challenges in using public relations in Champion Breweries to enhance customers satisfaction?

1.5     Scope of the Study

The scope of this study covers staff and customers of Champion Breweries and specifically discusses public relations strategies and customer satisfaction. The study also comprises male and female customers of Champion Breweries, Uyo.

1.6     Significance of the study  

Different organizations in society whether small or big will know the benefits of public relations through the result of the findings and how they can use PR for their gain

Also it will serves as a referent work for other researchers who will be interested in the topic of this research. It will also be of beneficial to communities and Public Relations experts as more knowledge.

This work will also help to inform the people on the need for public relations strategies in building the cooperate image of the case study in order to encourage investors and foreigners.

1.7     Limitations of the study

This researcher faced some obstacles in the course of gathering data, among the barriers were the unwillingness of some respondents, and government officials to provide information was another problem.

Again, the financial constraints made it difficult for the researcher to reach a wider public at the time frame too short.

1.8     Operational Definition of Terms

Public Relations: Public relations is deliberate planned and sustained effort to establish and maintain mutual understanding between Champion Breweries and its publics.

Customers: These are distributors and wholesalers of Champions Breweries products.

Satisfaction: Fulfill the needs or meet a demand or desire need.

Management: Management can be defined as an act of maintaining Champion Breweries Plc in order to accomplish certain aims and objectives or goals of customers satisfaction.

Enhancing:   Improving or increasing the quality, value of public relations strategies.

Publics: These are the different publics and customers Champion Breweries deals with.