International Journal of Advanced Mass Communication and Journalism
2022, Vol. 3, Issue 1, Part A
Rekindling movie going culture in South–South Nigeria: Evaluating public relations strategies of cinema houses
Author(s): KO NWORGU
Abstract: The central focus of this study is on the influence of public relations strategies on customer loyalty of Genesis Deluxe Cinema in Port-Harcourt and Owerri. The researchers employed both survey and case study in the collection of data because the people’s opinions were sought through questionnaire. The population of movie- goers in Port-Harcourt and Owerri is put at 1,894,000. The designs were considered most relevant because they allowed the research to make reference, and generalization of the population by studying the sample obtained from the study. The selection 450 respondents were done through the Taro Yamane sampling technique. This was to give equal opportunity to all the members in the population area to be selected for the study. The main instrument used for data collection was the questionnaire designed by the researcher and with the help of the supervisor. Chi – square (X2) statistical analysis was employed to test the null hypothesis. The statistical technique is considered most appropriate because hypothesis were subject to testing at 0.05 level of significance. The result of the analysis showed that the Public relations strategies employed by Genesis Deluxe Cinema influenced its customer loyalty and the customers’ satisfaction with Genesis Deluxe Cinema services guaranteed customer loyalty.
Pages: 45-56 | Views: 167 | Downloads: 81
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How to cite this article:
KO NWORGU. Rekindling movie going culture in South–South Nigeria: Evaluating public relations strategies of cinema houses. International Journal of Advanced Mass Communication and Journalism. 2022; 3(1): 45-56.