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All Journal Quantitative Economics and Management Studies
Edim James
Department of Marketing, University of Calabar, Nigeria
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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Public Relations Strategies and the Marketing Performance of Financial Service Providers Inyang Bassey Inyang; Glory Sunday Etim; Edim James
Quantitative Economics and Management Studies Vol. 3 No. 2 (2022)
Publisher : Yayasan Ahmar Cendekia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (362.562 KB) | DOI: 10.35877/454RI.qems757

Abstract

This study examined public relations strategies and the marketing performance of financial service providers. It aimed to ascertain the influences of community relations, customer relations, social media relations and crisis management on the marketing performance of commercial banks. Cross-sectional survey research design was adopted. Applying a convenience sampling method, primary data were obtained from 175 customers of commercial banks using an adapted 5-point Likert scale questionnaire. The data were analyzed using descriptive statistics, while the hypotheses developed for the study were tested using multiple linear regression. The findings of the study revealed that customer relations (p-value = 0.000 < 0.05) and crisis management (p-value = 0.000 < 0.05) had significant positive effects on the marketing performance of commercial banks, while community relations (t-value = -5.976) and social media relations (t-value = -3.906) had significant negative effects on marketing performance in this regard. On the basis of the findings made, practical implications were presented in the study for possible application by financial service providers.
Co-Authors Glory Sunday Etim Inyang Bassey Inyang