| dc.identifier.citation | Barasa, D. W., Muthoni, N., & Omariba, A. (2025). Effects of County Government Transparency Branding Strategy on Small and Medium Enterprises Satisfaction in Bungoma County, Kenya. American Journal of Industrial and Business Management, 15, 1415-1429. | en_US |
| dc.description.abstract | Government transparency branding strategies are increasingly recognized as
critical tools for enhancing stakeholder satisfaction, particularly within decentralized
governance systems where counties play a central role in service delivery.
Small and Medium Enterprises (SMEs), as key drivers of local economic
development, are highly dependent on efficient, accountable, and transparent
government systems to access services, infrastructure, and markets. Yet, in
many devolved units in Kenya, inconsistencies in transparency and accountability
continue to undermine SMEs’ confidence and satisfaction with countylevel
service delivery. This study examined the impact of government transparency
branding strategies on service delivery satisfaction among SMEs in Bungoma
County, Kenya. The study targeted 1000 SMEs in Bungoma County, with a
sample size of 287 respondents. Data were collected through structured questionnaires
administered to SME owners and interviews with key government
officials, including the Ministers for Finance, Trade & Industry, Youth Affairs,
five Members of the County Assembly serving on the Finance and Business
Committee, and Members of Parliament from the county’s nine constituencies.
Quantitative data were analyzed using SPSS Version 24, applying descriptive
and correlation analyses, while qualitative data were subjected to thematic analysis.
Findings revealed that transparency in financial records and decisionmaking
significantly enhances SME trust and satisfaction by improving service
delivery efficiency. Government accountability mechanisms were also positively
associated with SME confidence, though doubts persisted regarding their
effectiveness. Furthermore, clear, timely, and accessible communication was
shown to be critical in enabling SMEs to engage with county policies and services. The adoption of digital platforms further improved service delivery by
streamlining processes, although gaps remained in tailoring technology to
SME needs. Political influence emerged as a significant moderator, at times
undermining the benefits of transparency branding due to shifting political
priorities and patronage. The study recommended that Bungoma County
should strengthen transparency initiatives by ensuring timely disclosure of financial
records, institutionalizing robust accountability frameworks, and improving
communication strategies. Greater investment in SME-focused digital
platforms is also necessary. Importantly, political dynamics must be carefully
managed to safeguard the gains of transparency branding. By adopting these
measures, county governments can create a more transparent, accountable,
and SME-friendly environment, thereby enhancing service delivery satisfaction
and promoting business growth in devolved contexts. | en_US |
