INFLUENCE OF FIRST BANK'S PUBLIC RELATIONS (PR) STRATEGIES ON CUSTOMER RETENTION IN ENUGU METROPOLIS

Effective customer engagement and public trust are vital to the profitability and sustainability of financial institutionsin Nigeria. Public Relations (PR) strategies aim to communicate efficiently by utilizing targeted messages andappropriate channels, while also encouraging the exchange of positive influence and understanding among anorganization's publics. Despite its significance, challenges persist in aligning PR strategies with customer needs andexpectations. Among other things, this study explores the perception of customers towards First Bank’s PR strategyand how it has facilitated customer retention in Enugu Metropolis. The study adopted a descriptive survey researchdesign and data was gotten from 384 respondents sampled from 272,083 customers across three First Bank branchesin Enugu Metropolis. The study discovered a reasonable level of knowledge of First Bank’s PR initiatives,ambivalence about the extent to which such PR efforts positively influence its reputation and affirmation on itspotential to attract new customers. The study recommends that First Bank should consolidate on the success of itscurrent PR strategies and refine those that are essential for customer retention and attraction. Expanding digital supportservices and offering a 24/7 customer service hotline can influence customer retention.