Influence Of Digital Marketing Strategies On Quality Of Goverment Services In The Ministry Of Planning And Devolution
Ongaro, Vivian O
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The research objective was to establish the influence of digital marketing strategies on quality of government services. The investigation utilized a cross-sectional descriptive research design. The sample was 400 respondents. Primary data was utilized which was obtained by way of semi-structured questionnaire. Data was analysed via descriptive statistics, regression analysis, while Qualitative data was examined by utilization of content analysis. The outcomes of the investigation revealed that the digital marketing has been achieved through variety of ways. Ten ways have been used in adaptation of Digital marketing goals. They include: usage of social medial platforms, Search Engine Optimization (SEA), Viral Applications, Search Engine Marketing (SEM), Short Message Services (SMS), Link building, Email marketing, Influencer marketing, Local search marketing, Content marketing and finally Ecommerce. All this digital forms have positively contributed to achievement of digital goals. Focusing on the social media platforms usage to achieve the digital marketing goal, it is important because social media platforms have been able to achieve the digital marketing goal. The usage of Facebook, WhatsApp and twitter has shown the relevance of social media platforms in achieving the digital marketing strategies. Usage of twitter or Facebook to air out the adverts of Ministry of Devolution and Planning in comparison to the services they offer, gives them an opportunity for digital marketing. R square of 0.071 implying that 7.1% of the total variations in quality of Government services is attributed to the changes in the changes in the explanatory variables ( E-Commerce, Viral Applications, Link Buildings, Social Media, Content Marketing, Local Search Marketing, Short messaging services, Email Marketing, Search Engine Marketing, Influencer Marketing, Search Engine Optimization). Therefore, 92.9% of the changes is due to measurement errors or other variables that were excluded from the model. The analysis of variance table shows the significance level. The significance level of 0.025 which is less than p value of 0.05 shows that the study was substantial. The following recommendations are made based on the findings of the study: The ministry should not only depend on the digital marketing strategies to improve their quality of service deliverance but should also, employ people who are committed to their work for best customer service relation, this will also improve quality. They should embrace the digital strategies and come up with various ways of improving the quality of services they offer because advancement in technology means updating your strategies so as to fit the required purposes. They should come up with discount weeks for their loyal customers so as to encourage a lot of people to use their services.
University of Nairobi
SubjectDigital Marketing Strategies
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