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The study was intended to assess the impact of social media on services delivery.
The general objective of the study was to determine the impact of social media on
service delivery in the organization. The study was guided by three specific
objectives which were; to determine the impact of social media on the improvement
of the organization’s services, to determine the roles of social media as a marketing
tool in an organization and to examine the challenges of using social media as a
channel for services delivery in the organization.
The Case study research design was adopted while the area of the study was Sokoine
University of Agriculture health department. Sampling techniques used in the study
were a simple random sampling technique and a Convenience sampling technique.
Data collection methods used were questionnaires and documentary reviews while
analysis was conducted through quantitative and qualitative forms.
In the first objective of the study, the findings show that social media has increased
the number of informed customers, increased information flow about competitors,
and led to an improvement in the quality of services though not at the highest levels.
In the second objective of the study, the findings show that social media has
increased interaction with a large market, increased marketing of services, somehow
led to earning competitive advantage though not at the higher level, and increased
purchase of services in the department. In the final objective of the study, the
findings show that challenges include lack of enough time among service providers
to stay input with posts of customers, lack of awareness among social media users,
lack of seriousness when using social media, absence of policy supporting social
media use, and poor internet quality.
Thus, it is recommended that there should be involvement of employees on policy
formulation and implementation, awareness creation on principles of using social
media and settings available, and improvement in internet speed. |
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