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.
Publisher
University of Nairobi School of Journalism, University of Nairobi