Effects of County Government Transparency Branding Strategy on Small and Medium Enterprises Satisfaction in Bungoma County, Kenya

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 county-level 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 decision-making 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.