Browsing by Author "Ojwang, Florence"

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    The Influence of Corporate Communication Strategies on Financial Performance: A Case Study of Airtel Kenya
    (School of Communication, Daystar University, 2018-04) Ojwang, Florence
    Abstract Achieving success in financial performance is a key objective for most organizations, since their existence is dependent on performance. Communication is one such technique that helps an organization implement strategies on financial performance. The purpose of this study was to explore the influence of Airtel Kenya’s corporate communication strategies on its financial performance. Its objectives were to identify corporate communication strategies used by Airtel Kenya, establish the factors attributed to Airtel Kenya’s financial performance and establish the influence of corporate communication strategies on financial performance of Airtel Kenya. The study was a descriptive survey that used questionnaires and interviews to gather information. The sample size comprised Airtel Kenya Corporate Communication Department and 248 Airtel Kenya customers. Questionnaire data was analyzed using the SPSS (version 20). Five interviews were qualitatively analyzed based on the research objectives. The study revealed that Airtel Kenya’s corporate communication strategies had an influenced financial performance in the areas of; revenue, market share, shareholder value and customer satisfaction. Further, 66.8% of the respondents strongly agreed that Airtel Kenya communication met their needs, while 55.1% strongly agreed that the company communications influenced their purchase decisions. Similarly, communication at Airtel Kenya allowed its stakeholders to make informed decisions which influences their interactions with the organization. The study concluded that Airtel Kenya’s corporate communication strategies had influenced service uptake, improved business, growth in shareholder value, product purchase, customer service and loyalty, awareness on Airtel Kenya products and services to its customers thus having an overall influence on the organization’s financial performance. It recommended that Airtel Kenya should continue incorporating corporate communication strategies into the overall organizational strategy. Another recommendation is that organizations should recognize and make use of corporate communications strategies when creating plans on financial performance.