An Assessment of the Strategies Influencing Corporate Image in Financial Service Companies in Kenya (A Case Study of UAP Financial Services Company)
The study assessed the strategies that influence corporate image in financial service companies in Kenya with reference to UAP financial services company. The target population for the study was 74 UAP staff and 176 general clients. The research was guided by the following key concerns: how customer appreciation affect the strategies that influences the corporate image in UAP financial service company; how employee development affect corporate image in UAP financial services company; how technological innovation affect corporate image in UAP financial services company; and how corporate social responsibility affect corporate image in UAP financial services company. The study employed descriptive survey design to find the state of affairs. The instruments for data collection will be questionnaires. The questionnaire was administered to the UAP staff and general clients. This was a useful tool that will enable the researcher to receive responses on same questions from many respondents. Descriptive statistics was used to summarize data into frequencies and percentages. The study findings confirmed that customer appreciation, employee development, technological innovation and corporate social responsibility affect corporate image in UAP positively. The respondents however recommended the need to increase continuous development and corporate social responsibility programs.