EFFECT OF CORPORATE COMMUNICATION STRATEGY ON PERFORMANCE OF SAFARICOM LIMITED IN KENYA

Abstract

The Kenyan telecommunications sector has been undergoing rapidly varying environmental conditions in terms of the competition. With penetration of information and technology, the market has become a global village and the telecommunications companies are no exception. This study was conducted to establish the effect of corporate communication strategy on performance in Safaricom Limited. Diffusion of innovation theory supported the study. This study adopted census approach and the target population was 90 principal officers, 60 senior officers, 25 senior managers and 37 managers. Data was collected using structured questionnaires. Data was analyzed using Statistical Package for Social Sciences (SPSS) version 25.0 and descriptive statistics and inferential statistics were used in analysis. Descriptive statistics showed that respondents agreed that corporate communication strategy affected performance at the Safaricom limited. Regression analysis showed that corporate communication strategy affected performance positively and significantly (β = 0.080, Sig. = 0.004). Results also showed that corporate communication strategy was positively and significantly correlated (r=0.293, p=0.006). The study concludes that by communicating openly and effectively, Safaricom can build strong relationships, address concerns, gather feedback, and foster a sense of involvement and trust among stakeholders. The study recommends Safaricom limited to capitalize on advertising its products since advertising can provide a competitive advantage by positioning a business as a preferred choice among competitors.