PUBLIC RELATIONS STRATEGIES INFLUENCE ON CUSTOMERS’ PATRONAGE

Abstract

This research is on the influence of public relations strategies on customers’ patronage. Some organizations are reluctant to align with changes ongoing in the business landscape by not fully implementing public relations strategies to achieve business growth and development which may have led to recording poor customer patronage, non loyal customers and a limited market share. The main objective of this study is to determine the influence of public relations strategies on customers’ patronage in service-based organizations in Delta State, The research design adopted was descriptive survey. The respondents of the study was 490, made up of management, staff and customers of serviced-based organizations in Delta State. The data collected were analyzed whereas the study hypotheses were tested using Regression analysis, correlations analysis and Z-test at 0.05 level of significance. Findings from the study showed that; Internal communication has significant positive influence on customers patronage in service-based organizations in Delta State (R**cale = .0939 > at p< 0.05). Media relations has significant positive influence on customers patronage (R**cale =.516, F = 6.103 > at0.05). Community relations has significant positive influence on customers patronage in service-based organizations (R2 cale.391, F = 12.123 > at p < 0.05). The study concludes that implementing public relations strategies such as internal communications, media relations, and community relations are significant determinants of customers patronage in a competitive business environment. The study therefore recommended that management should adopt public relations strategies to influence customers patronage aimed at achieving organizational objectives.