The Role of Public Relations in Enhancing Customer Satisfaction: A Study of Absa Bank Ghana Limited.

Abstract

This study sought to provide evidence of the role of public relations in enhancing customer satisfaction at the Absa Bank Ghana Limited. The conclusion was drawn based on past and prevailing studies related to the subject matter. The review has shown that the public relations departments in most organizations needed to do more in the line of educating and informing the customers about new products and services, and on the scope and benefits of the various policies and packages offered by the bank. It was also discovered that most public relations departments in most organizations faced many challenges, including lack of funds and interferences. Public relations departments should be protected from undue negative influences from other allied departments of the bank, were some of the possible ways to strengthen the activities of public relations practitioners. Based on the review, the researcher recommends that stronger communication mechanisms should be installed and well integrated into the system to ensure ease and convenience in dissemination of information to the public