THE ROLE OF PUBLIC RELATIONS IN ENHANCING CUSTOMERS SATISFACTION: A CASE STUDY OF PEAK MILK

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CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

This research focuses on the role of public relations in enhancing customers satisfaction: a case study of peak milk.  Public Relations (PR) is the practice of managing the flow of information between an individual or organization and the public, Public Relations is the deliberate, planned and sustained effort to establish and maintain a preferred point of view. Public Relations provide an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.

The aim/role of public relations by a company is to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about it, its leadership, products, working with the press and employee communication.

A company image maker (Public Relations Officer) knows that customer satisfaction is a critical aspect of any business satisfied customers will return to your business multiple times and will often tell others about their good experiences. An unsatisfied customer can be damaging to your business and its reputation, so keeping your customers happy is the P.R.O’s major role.

In this research work however, the researcher will look at strategies used by Friesland Campina (makers of Peak Milk) public relations unit in enhancing customer’s satisfaction.

Friesland Campina makers of Peak Milk is a region in the north of the Netherlands known as its green meadows, blue skies, lakes and splendid Frisian diary herds. Campina is a wooded region of grass land and meadows in the south of Netherlands, so named by the Romans more than 20 centuries ago.

Today, both names and their many brands are known all over the globe. It began on local farms in the Netherlands, Germany and Belgium in the late 19th century. Many of these farms are still with us today, and their farmers just as firmly adorned to their regions and local communities as were therefore bearers.

While some things are firm less others change over the years together with its managers, these farmers have but an international diary company that spans the world.

It started in the 1870’s when farmers joined forces in local cooperative diary factories all over the Netherlands. They do this to safeguard sale of their milk (without modern refrigeration they have to work together) and to gain more power in the market.

Later, local diary factories merged into the regional diary factories, these smaller cooperatives began joining together in the 1960’s creating the first big national brands in 1974 Friesland founded the West Africa Milk Company (WAMCO) combining local production in Nigeria with imports from the Netherlands.

1.2     STATEMENT OF THE RESEARCH PROBLEM

Since the establishment of Friesland Campina in Nigeria in 1974 by Friesland West Africa Milk Company (WAMCO) for millions of Nigerians, Peak is Milk and Milk is Peak.

What strategies or methods has the company used in communicating to the customers in enhancing their satisfaction?

1.3     OBJECTIVE OF THE STUDY

The objectives of the study include:

  1. To know if questions are asked to really know what customers want.
  2. Trying to understand customer’s perspective.
  • To know if the company offers multiple avenues for customers to contact the customers care center.

1.4 RESEARCH QUESTIONS

Questions include:

  1. How does the maker of Peak Milk care for their customers?
  2. Why is it necessary for the PR unit of the company to ask questions?
  3. How does the PR unit help in effective customer’s satisfaction?

1.5 SIGNIFICANCE OF THE STUDY

The study is of importance because of the fact that at the completion, it will increase understanding of the role of PR practitioners play in enhancing customer’s satisfaction, also how the company image will be maintained through the practice of Public Relations, also it is important to the Public Relations practitioner, it is important to the organization/company, it adds to the body as knowledge and it will spur others to carry out research in a similar area.

1.6 SCOPE OF THE STUDY

The research work shall only be looking at the role of Public Relations in enhancing customers satisfaction, because Public Relations is vast and it is for easy collection of data (information).

1.7 LIMITATION OF THE STUDY

The research work shall only be looking at the role of Public Relations in enhancing customer’s satisfaction, Public Relations is vast and it is for easy collection of data (information). The research work shall only be looking at the role of Public Relations in enhancing customer’s satisfaction and also note some of the method used in enhancing customer’s experience.

1.8     OPERATIONAL DEFINITION OF KEY TERMS

  • Public Relations (PR): Is a distinctive management function which help to established and maintain mutual lines of communication, understanding, acceptance and cooperation between organization and its publics.
  • Enhancing: Further improve the good quality, value of something.
  • Customers: A party that receives or consumer’s products (goods or services) and has the ability to choose between
  • Satisfaction: The good feeling that you have when you have achieved something or when something you wanted to happen does happen.
  • Peak Milk: A brand name of milk diary produced from West Africa Milk Company.
  • Organization: A group of people united with common ideas and coordination of will to attain the goals in a systematic order.
  • Investors: Means someone or organization who puts money into something or business with the expectation of a financial return.
  • Image makers: Public Relations practitioners
  • Reputation: The brief or opinion that are generally held about someone or something.
  • Strategies: A plan that is intended to achieve a particular purpose.
  • Friesland Campina: Milk factory based in Netherlands.
  • Farmers: People or persons who produce the milk for the factories.
  • Centuries: a period of 100 years
  • Diary: a place on a farm where milk is kept and where butter and chase are made.
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THE ROLE OF PUBLIC RELATIONS IN ENHANCING CUSTOMERS SATISFACTION: A CASE STUDY OF PEAK MILK

2,500.003,000.00 (-17%)

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