The Influence of Stakeholder Feedback on Image Management of Organizations: A Case Study of the Nakuru County Government

Abstract

In contemporary organizational environments, stakeholder feedback has become indispensable to effective image and reputation management. This study aimed at identifying and categorizing distinct forms of stakeholder input used by the Nakuru County Government in its image management efforts, evaluating the degree of integration of stakeholder input in the Nakuru County Government’s image management strategies and assessing the correlation between stakeholder feedback trends and public perception of the Nakuru County Government’s image for the past five years. The study was anchored on the public relations theory. The study adopted mixed research design. The research targeted a variety of stakeholder from Nakuru County Government. Stratified Random Sampling and purposive sampling were used. The sample size was 157 respondents. A sample size of 12 key informants who included 6 internal stakeholders (County officials), 6 external stakeholders was also used. There was 1 FGDs involving the three groups of stakeholders. Each group had a total number of ten respondents. Data was collected using questionnaires, interviews and focused group discussions. Quantitative data from questionnaires were analyzed using statistical software using descriptive analysis to get the percentages and frequencies. Qualitative data collected from interviews and focus group discussions was transcribed and analyzed thematically. Results showed that 51.2% of the respondents rated the current image of the Nakuru County Government among the public as fair while 24.4% rated it as good. Further, 75.6% of the respondents indicated that stakeholder feedback has improved the County Government’s image significantly. The study concludes that Nakuru County’s public image is moderately positive, with improvements in services. To enhance perception, it should strengthen responsiveness, transparency, and communication. Implementing structured feedback systems, equitable community engagement, and performance indicators will boost accountability and trust, ensuring inclusive development and a consistently credible public image.