IMPACT OF EFFECTIVE PUBLIC RELATIONS ON MARKET EXPANSION OF BANKING SERVICES (A CASE STUDY OF GUARANTY TRUST BANK PLC., ABA)

This research work dealt on Impact of effective public relations in market expansion of banking services with Guaranty Trust Bank Plc., Aba as the study area. The problem that led to this research work include: Poor Organizational Performance, Poor Customer satisfaction and Decline in Market Share. The objectives include to determine the relationship between public relations and organizational performance, to ascertain the relationship between public relations and customer satisfaction, and to examine the relationship between public relations and organizational market share. The researcher employed the descriptive research design. The population of the study was 420. The simple random sampling technique was used to draw a sample size of (204). The researcher made use of the chi-square (2) statistical tool to analyze the three hypotheses of the study. At the end the researcher found out that there is a relationship between public relations and organizational performance, there is a relationship between public relations and customer satisfaction and there is significant relationship between public relations and organizational market share. The researcher recommended that; the management should consult public relations practitioners in policy making or even inform them on important matters. When this is done, we can be sure of a conclusive working environment, public relations practitioners should be consulted at all times especially on important matters concerning the bank because the good image which the Bank has is as a result of the efforts of the public relations practitioners.