The Perceived Effects of Terrorism Crisis on Internal Corporate Image: A Study of the Kenya Immigration Department After the Westgate Terror Attack, 2013 to 2016
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Date
2017-05
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Publisher
School of Communication, Daystar University
Abstract
The study sought to describe the perceived effects of the 2013 terror attack at the Westgate shopping mall on the internal corporate image of the Kenya Immigration Department (KID) between the year 2013 and 2016. Its objectives were to describe the perceptions of the KID’s employees on corporate image post the Westgate terror attack, to establish the effects of the Westgate terror attack on the KID employees’ attitudes towards its internal image, to establish the effects of the KID employees’ image perception on their job satisfaction and to describe employees’ perception of the image restoration strategies employed by the KID after the Westgate attack. The study was descriptive in design and quantitative in approach. A 10 percent sample of the total population of the KID employees was drawn using a random sampling technique and an online questionnaire used to gather responses. Data was collated, cleaned and analysed using SPSS version 20 and presented using tables and graphical figures. The study established that 76 percent of the respondents were positive about their employer and that 65 percent of the respondents felt that their job responsibilities had changed but their relationships with their supervisors and co-workers had not been affected. Additionally, the majority of respondents felt that opportunities for promotion and job security had declined after the Westgate attack but their continued working for the KID had not been affected and 70 percent felt that their job performance had not been affected negatively by the attack. Lastly, 54 percent felt that KID maintained silence during and after the attack. The study recommended that KID should come up with a structured and proactive way of managing its image by probably establishing a public relations or communication unit within its ranks. Such a unit would handle issues such as crises, image creation, maintenance and regaining in the unfortunate event like the Westgate attack occurring.
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Thesis
Keywords
Terrorism, Perceived Effects, Internal Corporate Image, Corporate Image, Kenya Immigration Department, Westgate, Terror Attack
Citation
Mucee, George Mati (2017). The Perceived Effects of Terrorism Crisis on Internal Corporate Image: A Study of the Kenya Immigration Department After the Westgate Terror Attack, 2013 to 2016. School of Communication, Daystar University: Thesis