The role of corporate communication is in image building: a case study of Safaricom limited

Abstract

The study was a descriptive study whose objectives were to determine the extent to which Safaricom's public relations activities are known and appreciated by customers and to determine the significance of advertising in corporate image building of Safaricom limited. The study was based on uses and gratification theory and persuasion theory. The study was a survey of 200 respondents but only 109 were interviewed resulting to a response rate of 55%. The population of interest in this study consisted of users of mobile telephone services within Nairobi. Respondents were identified through convenience sampling that involved initial selection of Safaricom customer care centers. Data was analyzed using descriptive statistics such as mean scores and standard deviations. Results indicated that 88% believe that Safaricom is the best service provider and 93% had recommended the service provider to their friends and associates. Negative publicity about Safaricom was encountered by 41% and 59% reported to have encountered positive publicity about Safaricom. Results indicated that mass media plays an important role in creating awareness and shaping corporate image. Most respondents (76%) were aware about Safaricom's public relations activities. The studyrevealed that advertisement influences learning about Safaricom's new products and services to a great extent and also influences purchase of Safaricom's line to a great extent. On the other hand, a decision to discontinue advertisement would have a very small influence on customers' switching to a competing service provider. The Safaricom using study recommends that should continue advertisement and public relations in building its corporate Image. Future research need to investigate the link between corporate communication and Safaricom's financial performance.