Quantitative Analysis of Corporate Communication and Corporate Reputation in a selected Retail Businesses in Lagos state

Abstract

Organization needs corporate elements for survival in today’s turbulent business world. These constituents could be perceived as image and identity. These identity constituents 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 effect of corporate communication on corporate reputation in selected retail businesses in Lagos state, Nigeria in quantitative analysis. Quantitative method was used as a research design; the population size was infinite as the study focused on customers of the 19 selected retail stores across Lagos state. Survey method through questionnaire was used to collect the primary data; Godden (2004) model sample size was adopted and 246 was determined as sample size, multistage sampling techniques was employed in the study. Out of the 246 copies of the questionnaire that were administered, 150 were finally retrieved and coded for data analysis. Standard multiple regression (SPSS version 26) was adopted to analyze the data. The conclusion of the study shows that when effective communication elements were put in place by the management of the retail firm, possibility of improving the image of the firm is guaranteed since the communication elements will provide a platform for interaction between the customers and the retail firms. The study recommended that service providers (retailers) should try to package their communication strategy in a way so as to create awareness, arouse interest and desire and elicit actions of their customers towards their offerings, in order to build a formidable corporate reputation.