Role of Corporate Communication in Enhancing Customer Service to Address Students’ Unrest in Institutions of Higher Learning in Kenya: A Study of Multimedia University of Kenya

Abstract

This research investigated policies, and procedures applied in the universities’ customer service management systems in Kenya, to avert instances of students’ dissatisfaction with institutions’ performances. Following the case of Multimedia University, the researcher’s main concern was to check on what the Universities’ management, through corporate affairs offices do to enhance scholars’ service delivery in higher institutions of learning. The research objectives included: To establish contributions of public relations office in addressing students’ unrest as customers in the university; To find out how publications address the students’ unrest; and To investigate the role of customer service charter in addressing students’ unrest as customers of the university. The research process was guided by general systems theory and the fantastic service theory. A cross-sectional design was employed in the study. The target population comprised of 1267 respondents. A sample of 126 research participants was employed during the field research study. Data analysis was done using SPSS modules of descriptive frequencies and cross-tabulation. The validity and reliability of the research instruments was done using expert reviews. The research established that although the universities have a public relations/corporate office, it is not regarded as a priority sector in the university management, not many students know details of the public relations/corporate office; instances of rampant unrests are the recurring options used by students in expressing their dissatisfaction with the universities management. The university scholarly community is not aware of the details in the university service charter. The research recommends the need to make it clear regarding the roles of public communication/corporate affairs office. All scholars (students and lecturers) must be made aware of the office of public communication and corporate office, and the university service charter. Students in the university needs, to read and master contents of the university service charter. However the research raised a question on whether the university management have expertise in development of inclusive service charter(s).