Public Relations Strategies and Customer Satisfaction in Nigeria’s Electricity Distribution Companies: Insights from Ibadan Electricity Distribution Company

Abstract

In Nigeria, weak communication between electricity distribution companies and customers has fuelled inefficiencies, dissatisfaction, and mistrust. This study investigates how public relations (PR) strategies influence customer satisfaction, focusing on the Ibadan Electricity Distribution Company (IBEDC). A mixed-methods design was adopted, combining surveys and interviews with 353 consumers in the Ibadan metropolis. Results show that customers are aware of PR strategies such as media engagements, SMS alerts, town hall meetings, community programs, and customer care services. However, the impact of these efforts was undermined by persistent challenges, including irregular power supply, overbilling, and poor complaint resolution. While media and community engagement improved awareness and relationship-building, they were insufficient to overcome frustration with unreliable service. Stakeholder meetings and local radio programmes like Imole De, which provide direct feedback opportunities, were highly valued interactive platforms. The study concludes that although PR enhances communication and visibility, it cannot substitute for consistent service delivery. For long-term customer satisfaction, electricity distribution companies must integrate effective communication with tangible improvements such as reliable supply, transparent billing, and responsive service. Aligning PR with service delivery is essential to rebuilding public trust, fostering loyalty, and ensuring the sustainability of Nigeria’s electricity sector.