Adoption of Digital Public Relations for Enhancing Customer Service in Select Commercial Banks in Nigeria
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This study investigated the adoption of Digital Public Relations (Digital PR) strategies for enhancing customer service in selected commercial banks in Nigeria, focusing on First Bank Plc and Zenith Bank Plc. The study was anchored on Customer Relationship Management (CRM) Theory. A mixed-methods research design was adopted, combining a quantitative survey with a qualitative descriptive approach using in-depth interviews (IDIs). Data were collected through structured questionnaire administered to 383 staff and customers drawn from customer service units, while interviews were conducted with 6 key personnel responsible for customer engagement and communication. Quantitative data were analysed using descriptive and inferential statistics, while qualitative data were analysed thematically. The findings revealed that Digital PR strategies, including social media engagement, WhatsApp communication, in-app messaging, email support, and digital feedback platforms, are widely adopted and integrated into customer service operations. More than 70% of respondents reported that Digital PR is fully or partially integrated into their daily operations. Regression analysis further revealed that Digital Public Relations strategies significantly predicted customer service (β = 0.682, R² = 0.465, F = 151.955, p < 0.001), indicating that Digital PR accounted for 46.5% of the variation in customer service. The study recommends that commercial banks strengthen Digital PR through proactive stakeholder engagement, online reputation management, standardised digital communication protocols, and continuous capacity building for public relations and customer service personnel.
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