Re-Branding and Organizational Performance at the Public Procurement and Regulatory Authority (PPRA), Kenya
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Date
2024-09
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Publisher
Kenyatta University
Abstract
In today’s Public Sector, branding and re-branding are crucial, unlike in previous years where it did not matter. Organizations worldwide have to come up with strategies to improve their day-to-day ways of doing things to improve organizational performance. The public sector has been challenged to come up with efficient service delivery to bring customer satisfaction. It has not been left behind as the world becomes a global village. Restoring customer confidence and being more customer-focused is now emerging as a major priority. The Government of Kenya has not been left behind and would want to restore the confidence in its service delivery, by coming up with ways of providing better services and service delivery to its citizens. The government over a long time has had a distorted image in the way it performed. The study examined re-branding about organizational performance of the Kenyan Public Procurement Regulator (and to understand its challenges. Re-branding is an important strategy that can improve the image of an organization and build confidence in both the internal and external stakeholders by changing their attitude and way of doing things. The Kenyan Procurement Regulator is endowed with regulating public procurement by use of procurement law with a view of improving governance, management, transparency, accountability, and quality service to the general public, to ensure fair distribution of public tenders. However, there have been several concerns raised regarding how efficient and effective the staff who work for the Authority, Kenya performs. The study sought to examine re-branding and organizational performance using the procurement regulator which is (PPRA) Kenya. A case study research design was employed. The target population was 126 employees of PPRA. The purposive sampling technique was utilized where a sample of 4 Directors, 6 Deputy Directors, 20 officers PPRA Kenya employees, and 15 external customers were chosen. Primary testing was used to check the dependability of the tools that were used. Customer switching, corporate image, and quality service explained 61.1% of performance of PPRA. The study found that quality of service (β=0.369, p=0.007<0.05) and corporate image have a statistically positive relationship with the performance at PPRA (β=0.432, p=0.003<0.05) The study also found that customer switching has a statistically negative relationship with the performance of the organization (β=-0.267, p=0.044<0.05). A conclusion is made that as the quality of service and corporate image improves the performance of the organization. The study also concludes that as customer switching increases, the performance of the organization is negatively affected. The study recommends that PPRA should do regular evaluations of the quality of service to enable it to make improvements. Customers also should be involved in rebranding to enable them to own and support the brand. Customer reviews should also be done regularly to better understand their needs and meet them effectively. Further research on other factors that might be influencing the performance of PPRA, in particular, policies should be done.
Description
Research Report Submitted to School of Law, Arts and Social Sciences Department of Public Policy And Administration in Fulfilment of Master’s in Public Policy and Administration at Kenyatta University, September 2024.
Supervisor
Jane Njoroge