Role of public relations in enhancing external customer satisfaction: A study of the Nairobi city county government (NCCG)

Abstract

The purpose of this study is to investigate the relationship between Public Relations and customer satisfaction .The main objective of this research is to test if there is a correlation between Public Relations and customer satisfaction. This study hopes to offer Nairobi City County Government useful tips on how to use Public Relations to improve on service delivery. A case study of The Nairobi City County Government and its relationship with publics will be studied. This study will measure the impact Public Relations could have on the satisfaction of the County government’s customers. The population of this study comprised of Nairobi residents who are diverse in tribe, education level, economic status and social class. A sample of 400 residents will be drawn from the Nairobi County population of 3,138,369 (2009 Census). This paper will use qualitative and quantitative methods of research. Different sampling methods will be used to explore how the County Government relates to its publics and the impact it has on this relationship. Data for this study will be obtained from the Nairobi City County offices and different areas within the County. Questionnaires, interviews and focus group discussions are some of the data collecting methods to be used. Based on the study objective, the study concludes that communication efforts of the Nairobi City County Government is wanting as communication is usually done through friends, print media, TV, social media and bloggers. The study recommends that more proactive communication mechanisms should be engaged. Adequate sensitization and mobilization of residents through mass media and consultative meetings, with different level reporting of resolutions should be employed at the start of any programme development and implementation. Further the study indicates that creation and maintenance of good attitude and favorable opinion about organization enhance services appreciation and customer’s satisfaction. Finally the study concludes that PR department of any organization contributes to its development and enhances customer’s satisfaction.