The influence of stakeholder feedback on image management of organizations: a case study of the Nakuru County Government

Abstract

This study examined the impact of feedback from both internal and external stakeholders on the public's perception of the Nakuru County Government. There is little research on how this feedback shapes the County’s image. The study had three main objectives which include: Identify and categorize at least five distinct forms of stakeholder input used by the Nakuru County Government in its image management efforts; evaluate the degree of integration of stakeholder input in the Nakuru County Government’s image management strategies; and assess the correlation between stakeholder feedback trends and public perception of the Nakuru County Government’s image from 2021 to 2025. A combination of research methods, including surveys, interviews, and focus group discussions, was employed to collect both quantitative and qualitative data. The total population consisted of 2.45 million people, with a sample size of 157 participants for quantitative data and 12 key informants and one focus group discussion for qualitative data. A stratified random and purposive sampling approach was employed to ensure all stakeholder categories were proportionately represented. Quantitative data was analyzed descriptively, while qualitative data was analyzed thematically using the Statistical Package for the Social Sciences software. The study found that Nakuru County Government employs various feedback channels, with public forums being the most used. While residents generally find it easy to give input, actual engagement remains moderate. Stakeholders feel their feedback impacts policy and image, though departmental responsiveness varies. The County's image is seen as moderately positive, boosted by visible development and some responsiveness, but hindered by inconsistent communication, transparency, and selective feedback use. Though a foundation for participatory governance exists, challenges like poor responsiveness and limited structured mechanisms persist. The study recommends diversifying feedback channels, improving transparency, institutionalizing feedback tracking, enhancing civic education, and ensuring inclusive, timely follow-up to build trust and strengthen engagement, eventually enhancing the County's image.