Evaluating the practice of PR in customer compliant handling: The Case of Commercial Bank of Ethiopia”
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Date
2025-04-10
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Addis Ababa University
Abstract
This study examines the effectiveness of Public Relations (PR) work in handling customers' complaints in the Commercial Bank of Ethiopia (CBE) case. With an awareness of the significance of customer satisfaction as a key driver of banks sector success, the study aims to investigate complaint management practices, identify areas where improvement can be made, and examine the role of PR in the development of a good customer relationship and organization's reputation. Using mixed-methods, 141 bank customers were surveyed with structured questionnaires and employees and stakeholders with key informant interviews. Quantitative testing using SPSS showed moderate perceptions of efficiency in complaint management and handling with substantial variation allowing for improvement. The study illustrates technological integration and responsiveness is significantly perceived to be favorable, yet the remaining areas within the clarity of communication, speed of response, and transparency of process. The study identifies the strategic importance of PR in managing customer perception, crises’ reputation management, and building trust. The recommendations are for incorporating new technology tools, standardizing complaint procedure, augmenting staff training in empathetic communication, and incorporating mechanisms of continuous feedback. The research contributes in building the overall knowledge regarding service quality improvement in developing economies and offers practical implications for bank organizations that seek to strengthen customer loyalty through effective public relations and complaint handling practices.
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Keywords
Customer Satisfaction, Public Relations, Complaint Management and Banking Sector