The impact of public relations effectiveness on customer satisfaction; the mediating role customer trust. Evidence from electricity company of ghana limited
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Date
2023
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KNUST
Abstract
Public relation is a vital tool for employees, customers, and organizations in the long run. In modern globalization, it is widely accepted that public relation is the key to success. This research sought to establish the impact of pr effectiveness on customer satisfaction; the mediating role of customer trust within electricity company Ghana ltd. Specifically, the study investigated: the influence of pr effectiveness on customer satisfaction; the effect of pr effectiveness on customer trust; the relationship between customer trust and customer satisfaction; the mediating effect of customer trust in the relationship between pr effectiveness and customer satisfaction. The literature was reviewed theoretically. The study used convenience sampling approach, a total of 200 respondents were obtained from the customers via an internet survey. Data were analyzed using statistical package for social scientists (spss) and structural equation modelling (sem) to assess the strength of relationship and model fit. The research design is descriptive and the data was collected using a cross-sectional survey method. The study found that customer trust positively and significantly influences customer satisfaction; pr effectiveness positively and significantly effects customer satisfaction; pr effectiveness positively and customer trust mediates the relationship between pr effectiveness and customer satisfaction. The research therefore recommends that stronger communication mechanisms should be installed and well-integrated into the system to ensure easier and more convenient dissemination of information to the public. The pr department of any organization contributes to its development and improves an integrated pr department that should be installed in an organization and be adequately funded in order for them to effectively carry out their task in a manner that customers will be satisfied with.
Description
Thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology, Kumasi in partial fulfillment of the requirements for the degree of masters of science in marketing.