Digital Corporate Communication in Enhancing Customer Engagement and Building Trust: A Case Study of Kenya Power and Lighting Company

Abstract

Digital transformation has necessitated a shift in corporate communication to enhance customer engagement, particularly for organizations providing essential services. For Kenya Power and Lighting Company (KPLC), effective communication was crucial for ensuring operational efficiency, mitigating crises, and maintaining positive relationships with customers. This study examined KPLC’s digital corporate communication and its influence on customer engagement. The study had four specific objectives: (i) to investigate the types of digital platforms used by KPLC and their influence on customer engagement; (ii) to analyze the reach of KPLC’s digital communication channels and their influence on customer experience; (iii) to assess the impact of digital communication strategies on customer satisfaction at KPLC; and (iv) to find out the extent to which KPLC’s digital corporate communication efforts built customer trust. Employing a mixed-methods case study design grounded in Uses and Gratifications Theory complemented by Social Exchange Theory, the study collected and analyzed data from 125 respondents. Data analysis followed a mixed-methods strategy, integrating quantitative and qualitative approaches. The findings indicated that KPLC’s digital platforms, particularly X/Twitter, the MyPower App, USSD code *977#, WhatsApp, Facebook, SMS, and the company website, supported timely and accessible communication, with high levels of customer engagement and trust. Customers preferred these platforms because they were fast, convenient, and useful for checking outages, purchasing tokens, reporting faults, and receiving updates. The study also found that KPLC’s digital communication positively influenced customer engagement by reducing the time and effort needed to resolve issues, improving service access, and increasing transparency. In relation to customer satisfaction, the findings showed that digital communication was generally viewed positively, with customers appreciating timely outage notifications, access to billing information, token purchase support, and issue reporting through digital channels. The findings further showed that KPLC’s digital corporate communication contributed to trust-building by making information easier to access, improving transparency, and reducing dependence on physical visits and phone calls. However, the study also identified challenges such as delayed responses, poor follow-up, platform downtime, weak feedback systems, and technical failures on some platforms, which weakened the overall impact on satisfaction and trust. The study concluded that KPLC’s digital corporate communication contributed positively to customer engagement, satisfaction, and trust, especially when content was clear, timely, and tailored to customer needs. The findings are expected to provide KPLC with data-driven insights into the effectiveness of its digital communication strategies, enabling the company to refine its approach, improve customer engagement, and enhance overall operational efficiency and customer experience.