A Constitutive Communication Approach to Corporate Reputation Management of Global Logistics Corporations in Kenya: A Case Study of DHL Worldwide Express, Kenya Limited
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Date
2023-01
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
The study explored how organizational reputation is created, developed, and maintained as a result of interaction between employees and external stakeholders in the context of global logistics corporations in Kenya, with a focus on DHL Express Kenya. The study objectives are concerned with analysing how communication between employees and external stakeholders on DHL’s identity creates and maintains the organization’s reputation; examining how communication and employee engagement create and maintains DHL’s reputation; assessing how communication spurs employee behaviour that creates and maintains DHL’s reputation. DHL was studied because, despite its existential crisis, it has remained one of the most reputable companies in the world. The study’s theoretical framework was drawn from the constitutive communication model, and specifically, the Four Flows theory of Robert McPhee. The research privileged a qualitative approach that emphasised a single case study research method. In addition to using multiple data generation techniques, data were analysed thematically. The study findings revealed that i) member identification is promoted by management policies and strategies, ii) collective communication and collaboration spurs organizational reputation, iii) technology assisted communication improves processes in an organization and iv) corporate identity management strategies such as compliance and customer centric culture were at play. Based on the findings, the study concludes that communication is constituted in the activities and operations of DHL Express, and this enables it to create and maintain good rapport with internal and external stakeholders. Furthermore, the assumption that membership negotiation is a permanent feature of DHL Express as it reduces the intention to leave can be challenged in the realities of life. The study recommends that organizations need to prioritise communicative connection in everything they do and communicate effectively to ensure employees are coordinated to attain organizational goals. Moreover, organisations should not allow their hierarchical structure to asphyxiate communication. Future studies should emphasise a quantitative research design as well as explore perspectives of external stakeholders on the phenomena investigated in the present study.
Description
DOCTOR OF PHILOSOPHY
in Communication
Keywords
Constitutive Communication Approach, Corporate Reputation Management, Global Logistics Corporations, DHL Worldwide Express
Citation
Omondi, D. O., (2023, Thesis). A Constitutive Communication Approach to Corporate Reputation Management of Global Logistics Corporations in Kenya: A Case Study of DHL Worldwide Express, Kenya Limited. Daystar University, School of Communication