ABSTRACT

The study investigated the effect of public relation on consumer preference for telecommunication services in Nigeria. The objectives of the study are; to examine the effects of awareness on consumer preference for telecommunication services, to ascertain the effects of empowerment programmes on consumer preference for telecommunication services and to examine the effects of customer care on consumer preference for telecommunication services. To achieve the objectives of the study, correlational research design was adopted. The researcher adopted primary data in getting the required information. Out of 119 questionnaires issued to the respondents, 90 representing 76% were carefully filled and returned. In testing the hypothesis, correlation coefficient was used. The major findings reviewed that there is a significant relationship between awareness and consumer preference for telecommunication services. The findings also reviewed that there is a significant relationship between empowerment programmes and consumer preference for telecommunications services. The findings further reviewed that there is a significant relationship between customer care and consumer preference for telecommunications services. The researcher recommends that management of telecommunications industry should consult public relations practitioners in policy making or even inform them on important matters. When this is done we can be sure of a conducive working environment. The researcher also recommends that to create effective public relations management, an organization need to formulate a strategy. Public relations strategy that can be seen as a pro-active capability to adapt the organization changes in stakeholder expectations.