Abstract:

The study investigated the extent public relations dimensions of customer care service, service quality, and cashiers’ relations offered by commercial banks in Awka, Anambra state of Nigeria influence consumers to patronize the banks. A sample of 176 functional staff proportionately drawn from eight commercial banks in the study territory was interviewed with the questionnaire. Frequency tables, mean ratings, Pearson correlation coefficient were used in analysing the data. Results indicated that customer care service has a significant positive influence on consumers’ product awareness; service quality has significant effect on customers’ patronage; and cashier relations influences customer patronage. The study therefore, concluded that marketing public relations tools of customer care service, service quality and cashier relations of the banks have significant positive relationship with patronage of the firms’ products by the customers. Thus, it recommended that the banks should strengthen their customer care services; institute a periodic reward system for customers; and continuous cashiers' evaluation and retraining on best or improved relational approaches in dealing with customers.