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

Abstract

Digital transformation has made it necessary for corporate communication in organizations to shift in a bid to enhance customer engagement with brands. For companies providing essential services, such as electricity, like the Kenya Power and Lighting Company (KPLC), strategic and effective communication is not merely a branding exercise; it is a crucial element of ensuring operational efficiency, mitigating potential crises, and maintaining a positive relationship with the customers and communities they serve. The objectives of the study included: to examine the types of digital platforms used by KPLC and the influence they have on customer engagement on the Company’s products and services, to find out the impact of the digital communication strategies used by KPLC on customer satisfaction, and to assess the digital communication reach of KPLC communication channels and the influence it has on customer experience. The study adopted KPLC as a case study and was guided by the Uses and Gratifications Theory complemented by the Social Exchange Theory. The study adopted a quantitative methods approach of data collection and analysis. The study sample included 50 targeted customers who have engaged with the organization on digital media. The findings demonstrate that SMS remains a vital communication channel for Kenya Power customers, aligned with global trends in utility sectors where rapid transactional updates are essential. However, the uneven user experience across channels suggests a gap in integrated digital communication management, echoing literature advocating for a unified digital customer service framework to enhance satisfaction and trust. It is expected that the findings of this study will have far-reaching benefits for the Kenya Power and Lighting Company (KPLC) by providing it 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 as well as KPLC’s customer experience.