THEMATIC ANALYSIS OF CORPORATE COMMUNICATION'S INFLUENCE ON CORPORATE REPUTATION OF SELECTED RETAIL BUSINESS IN LAGOS STATE, NIGERIA
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Date
2023-06-25
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Summit University, Offa
Abstract
In today's business world, organizations need corporate elements for survival. These
elements are image and identity. These identity elements are developed through the
projection of positive image that will increase its public confidence about the quality
and achievements of the organization. This study examined the influence of corporate
communication on corporate reputation in selected retail businesses in Lagos state,
Nigeria using thematic analysis. Qualitative method was used as a research design; the
population was infinite as the study focused on customers of the 3 selected retail outlets
in Lagos state, the study adopts multi-stage sampling technique. Face-to-face interview
was used to collect the primary data; four respondents were interviewed for the study.
The data was analyzed with Nvivo software version 12. Consequently, from the outcome
of the qualitative analysis, there was significant relationship between the independent
variables and dependent variables through the semi-structured interviewed held with
the 4 participants. The study concluded with the observation that high corporate
reputation is achieved when the retail service providers are able to develop enviable
corporate communication programs that will assist the firm in achieving the mission of
building sustainable corporate identity and image that will guarantee customer repeat
patronage and loyalty. The study recommended that service providers should try to
package their communication strategy to create awareness, arouse interest and desire
and elicit actions of their customers towards their offerings and to build a formidable
corporate reputation that can stand a test of time in creating trust and credibility in the
minds of their customers.