TITLE:
Government Accountability Branding Strategy and SME Service Delivery Satisfaction in Bungoma, Kenya
AUTHORS:
Didmus Wekesa Barasa, Nancy Muthoni, Alice Omariba
KEYWORDS:
Government Accountability, Branding Strategy, Small and Medium Enterprises, Service Delivery
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.10,
October
24,
2025
ABSTRACT: Branding strategies have emerged as critical tools for strengthening public sector service delivery and enhancing stakeholder satisfaction in decentralized governance systems. This study examined the effect of government accountability branding strategies on service delivery satisfaction among Small and Medium Enterprises (SMEs) in Bungoma County, Kenya. The rationale stems from the recognition that effective branding initiatives foster trust, transparency, and accountability, thereby shaping a conducive environment for SMEs that depend on county governments for infrastructure, regulatory support, and market access. County governments, as central actors in local economic development, are increasingly adopting branding strategies to improve visibility, credibility, and stakeholder engagement. However, gaps exist in aligning these strategies with SMEs’ expectations and needs, particularly in counties where service inefficiencies, bureaucratic bottlenecks, and weak accountability frameworks hinder enterprise satisfaction. The study adopted a mixed-methods research design, targeting 1000 registered SMEs in Bungoma County, with a representative sample of 287 respondents selected through stratified random sampling. Structured questionnaires captured SMEs’ perceptions of branding and accountability practices, while semi-structured interviews with key policymakers—including county ministers, Members of the County Assembly, and Members of Parliament—provided deeper insights into governance perspectives. Quantitative data were analyzed using SPSS Version 24, employing descriptive statistics, correlation, and regression to test hypothesized relationships, while qualitative data were analyzed thematically to identify patterns and emerging themes. Findings revealed that government accountability mechanisms, particularly transparency in financial records and decision-making processes, significantly influence SME satisfaction with service delivery. Timely and accessible communication from government actors was also found to be crucial, though inconsistencies highlighted the need for improvement. The adoption of digital platforms to streamline services was positively associated with enhanced SME satisfaction, indicating that technological innovation is an effective branding strategy. Nevertheless, lingering skepticism among SMEs underscores the necessity of reinforcing accountability practices to build long-term trust and legitimacy. The study concludes that accountability branding is a vital determinant of SME service delivery satisfaction in Bungoma County. It recommends strengthening transparency initiatives, improving clarity and accessibility of government communications, and expanding the use of digital platforms to deliver more responsive and efficient services. By embedding accountability into its branding framework, the Bungoma County Government can foster stronger trust relationships with SMEs, thereby advancing local economic growth and sustainable development.