THE ROLE OF PUBLIC RELATIONS IN THE MARKETING OF HOSPITAL SERVICES (A CASE STUDY OF PARK-LANE HOSPITAL ENUGU)
PREFACE
Public relations as a marketing function is an extension of the societal marketing concept which focuses every marketing decision on customer satisfaction, and welfare of the firms larger public which is designed to enhances the image of the organization in the minds of its various public.
It is the aim of this research work of find out if hospitals do make use of public relations as one of their marketing strategy for customer satisfaction and enhancing the image of the organization in the minds of its public. This research work has five chapters.
Chapter one contains a general discussion of what public relation is all about as has been said by different authors. It went further to state the problems to be studied and why this study was carried out, the scope and limitation of the study, and finally, the proposition and the definition of terms.
For the literature review, a number of past related literature examined by other studies as it relates to the role of public relations in marketing of hospital services are highlighted also.
The third chapter, deals with the design of the study, the method used in collecting relevant data. It equally treat the way the questionnaires were distributed and the treatment of data.
In chapter four, the data got from the research survey were analyzed and interpreted. Also, similar questions on both questionnaires were compared.
Finally, chapter five contains the summary of finding conclusion on the research and recommendations made by the researcher.
For hospitals to enhance the image of their organization in the minds of its public, hospitals should put the recommendation made in this study into use for it will not only satisfy services offered to their customers but a continuous increase in the number of patients that do patronize their hospital and an increase in profit.
CHAPTER ONE
INTRODUCTION
BACKGROUND OF HE STUDY
Before now, hike in 1960’s public relation practice was not popular, only a few Nigerians knew what public relation was, until the recent past when public relations practice and public relations programmes and activities were considered as the powerful tools for co-ordinating human and business image. The knowledge of public relation diffused fast in Nigerian society because of the economic, social and political programmes of activities were in a state of constant change.
Public relations as marketing function is an extension of the societal marketing concept which focuses every marketing decision on customer satisfaction, and welfare of the firm’s larger public. A relationship between a firm and its numerous public such as customers, employees, and the community at large, which is designed to enhance the image of the organization in the minds of its various public (Engle, Warshow and Kinnear P. 568).
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THE ROLE OF PUBLIC RELATIONS IN THE MARKETING OF HOSPITAL SERVICES (A CASE STUDY OF PARK-LANE HOSPITAL ENUGU)
