CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

One of the greatest challenges facing firms today is how to gain an advantage over competitors in satisfying customer needs. This is being driven primarily by more demanding customers (Herington, Johnson and Scott, 2006: page7). Attracting new customers remains an important marketing management task. However, today’s companies must also focus on retaining current customers and building profitable, long-term relationships with them. The key to customer retention is superior brand reputation (Khodarahmi, 2009). Loyal customers are more likely to repurchase the same service or brand, provide positive word-of-mouth and be willing to pay a premium price (Kwon and Lennon, 2009).

In recent years, the contemporary customer is always changing and looking for alternatives therefore, it is necessary to consider the importance of and satisfying the customer. Public relations help with identifying and communicating with the customer, processes referred to as customer relations management (Emerson, 2007). Another period of customer relations management is providing customer pleasure that is important for gaining and holding the customer and that, public relations provide direct and indirect support to provide customer pleasure. Public relations have various works for holding a good reputation in the customer’s mind and improving the relationship that exist between the organization and its customers (Amponsah, Asamoah and Isaac, 2015).

Through effective public relations, an organization will be able to win public acceptance. Effective coordination of activities will be needed to achieve these goals and objectives. Public relations, which is a management function becomes handy in facilitating effective communication of organizational goals and objectives. The public relations department in any human organization handles various activities, which include: conflict resolution or crisis management, internal or employee relations, community relations, promotions, media relations, environmental scanning and sponsorship programs (Asemah, 2009). Therefore, it is on this premises this study intends to study the role of public relations in management of brand reputation using Silverbird Benin temporary fold up as a case study.

1.2       Statement of the problem

Silverbird benins have been embarking on Public Relations to create and maintain a mutual understanding with their publics. Corporate image or customer satisfaction is the single most important issue affecting organizational survival. Very few studies have been conducted on the role of public relations in the management of brand reputation. Hence, this study aims to investigate the role of public relations in management of brand reputation using Silverbird Benin temporary fold up as a case study.

1.3       Objectives of the Study

The broad objective of this study is to examine the role of public relations in management of brand reputation using Silverbird Benin temporary fold up as a case study. Other specific objectives include;

1. To know how public relations helps in creating a mutual understanding between a Silverbird Benin and the publics.
2. To find out the degree to which public relations helps to maintain mutual understanding between Silverbird Benin and the publics
3. To examine the relationship between public relations and brand reputation
4. To find out the impact of public relations in managing brand reputation in Silverbird Benin.
5. To examine how effective public relations practice in Silverbird Benin influenced the brand management as well as the temporary fold up.

1.4       Research hypothesis

Hypothesis

H₀:       There is no significant relationship between public relations and management of brand reputation.

H₁:       There is a significant relationship between public relations and management of brand reputation.

1.5       Significance of the study

This research study will be useful to corporate organisations, students and it will also be of immense benefits to any researcher.

To the Corporate Organisation: This research will enable them know how to use public relations effectively in managing brand reputation.

To the Students: This research will broaden their mind on the impact of public relations in management of brand reputation.

To Researcher: This research will serve as a foundation for any research work similar to this study.

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