Examining The Role Of Corporate Identity In Enhancing Performance Of Medical Institutions: A Case Of Machakos Level Five Referral Hospital

Abstract

Corporate Identity is an important antecedent in the success of an organization as it strengthens the brand image of an organization and supports its marketing activities. This study explored the role of Corporate identity in building the performance of Machakos level five referral hospital. The study objectives were; to examine the communication channels used by the hospital, to investigate the role of visual symbols in building the corporate identity and to investigate the role of corporate identity in building the performance of the hospital. Mixed research methods were used in this study and descriptive research design was employed. The data collection tools used were a questionnaire and interview schedule. The target population were employees of the Machakos Hospital a Level Five Referral Hospital. The study used stratified random sampling technique to obtain the sample size of 73 employees who work at the hospital. The findings indicated that the most commonly used communication channel among the staff was the noticeboards at 65.5% and telephone calls at 62.1%. The study also found that majority of the respondents at 70.7% reported that the symbols such as the new signage used to advertise the hospital really attracted patients. On the role of corporate identity enhancing hospital performance, the findings indicated that the channels used are effective in relaying information, the findings also indicated that communication between supervisor and staff was effective. The study recommends Machakos Hospital a Level Five Referral Facility to adjust its decision making process on how to communicate to all stakeholders and conduct participatory decision making that is segmented to the departmental level rather than only the top management level.