Evaluating Public Relations Strategies in Management of Customer Relations by Access Bank and First Bank in Abuja

Abstract

Customer relations management and public relations strategies play a critical role in shaping the performance and reputation of financial institutions. In the Nigerian banking sector, competition among banks has intensified, making effective communication and relationship-building essential for customer retention and brand loyalty. This study examines the public relations strategies employed by Access Bank and First Bank in Abuja and their impact on customer relations management. Using a mixed-methods approach, data was collected through surveys distributed to bank customers and interviews conducted with bank officials. The findings reveal that strategic public relations initiatives, such as corporate social responsibility (CSR) programs, digital engagement, and crisis communication, significantly influence customer satisfaction and trust. However, challenges such as inconsistent communication, negative public perception, and limited two-way interaction hinder the full potential of these strategies. The study highlights the need for banks to integrate customer feedback mechanisms and adopt a more transparent and engaging communication model. The findings contribute to the existing literature by providing insights into the effectiveness of public relations in fostering strong customer relationships in the Nigerian banking industry.