New Media Platforms as Public Relations Strategy for Customer Dispute Resolution in Polaris Bank, Nigeria

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dc.contributor.authorOlusegun Abimbola ODUNLAMI
dc.date.accessioned2025-09-29T12:28:08Z
dc.date.available2025-09-29T12:28:08Z
dc.date.issued2024-12
dc.description.abstractIn an era where digital transformation is reshaping customer service, banks face challenges in effectively integrating new media platforms for dispute resolution. This study investigates the effectiveness of new media platforms in managing customer disputes at Polaris Bank by focusing on how these digital tools are integrated into the bank's public relations strategy to enhance customer service. Grounded in stakeholder theory, situational theory, and technological determinism theory, the study adopted descriptive survey research design via the instrument of questionnaire administered to 384 respondents who were customers of Polaris Bank and which were determined through Cochran formula while simple random sampling and purposive sampling techniques were used to select the respondents and key personality interview session with one of the Corporate Affairs/Public Relations representatives of the bank. Data were analysed using SPSS version 20. The study found that Polaris Bank effectively utilises E- Mail, the digital banking app (Vulte), and WebChat for dispute resolution which resulted in high levels of customer engagement and satisfaction. However, challenges such as slow response times, lengthy processes, and security concerns were identified. Despite these issues, the platforms were considered efficient in improving dispute resolution speed and overall service quality. The study concluded that enhancing security, reducing response times and addressing the digital divide are crucial for optimising these platforms. The study recommends, among others that, Polaris Bank strengthens the security of its new media channels to address customer concerns about fraud and cyber threats, improves response times for faster resolution and provides ongoing training for customer service representatives to ensure effective dispute management and maintain high service standards. Keywords: new media platforms, public relations strategy, customer dispute resolution, digital banking, customer engagement Word Count: 262
dc.identifier.citationKate Turabia
dc.identifier.otherP.hD
dc.identifier.urihttps://repository.lcu.edu.ng/handle/123456789/1107
dc.language.isoen
dc.publisherLead City University, Ibadan
dc.relation.ispartofseriesP.hD
dc.subjectnew media platforms
dc.subjectpublic relations strategy
dc.subjectcustomer dispute resolution
dc.subjectdigital banking
dc.subjectcustomer engagement
dc.titleNew Media Platforms as Public Relations Strategy for Customer Dispute Resolution in Polaris Bank, Nigeria
dc.typeThesis

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Department of Mass Communication & Media Studies