The perceived impact of public relations on customers satisfaction: ethiopian telecommunication corporation in focus

The purpose of this study was to assess the perceived impact of marketing public relation practice on customers’ satisfaction in Ethiopian Telecommunication Corporation. This study used pragmatic research paradigm to test the application of PESO public relation model on the practice of marketing public relation. The descriptive qualitative results of this study showed that Ethiopian telecommunication corporation used all the four marketing media activities (Paid, Earned, Shared, and Owned) as part of its public relation efforts evaluated using PESO model. Based on the correlational analysis, this study showed the presence of positive and significant correlation between public relations activities and customers’ satisfaction of Ethiopian Telecommunication Corporation. The multiple linear regression also showed that 65.5% of variance in customers’ satisfaction is due to the corporation’s public relation marketing activities.