Examining the Influence of Social Media Communication Management on Service Quality in the UAE Public Sector

DOI: 10.46988/IJIHRM.04.01.2023.006

Abstract

This particular study emphasizes the prediction of the service quality based on the social media marketing point of view for the public services, and the need to examine how the social media marketing strategies can impact the client’s satisfaction with the Dubai police services after years of implementing those services in Dubai. The framework comprises determinants of social media communication management, which include four variables advertising, promotion, publicity, and public relation. The four identified social media management strategies are hypothesized to have an impact on service quality. The research methodology was designed based on scientific-quantitative methods. The population for this research is all the citizens who live in Dubai and with the age 18 years because they are eligible to use the services of Dubai police. The sample selection used convenience sampling and the data was collected by using an online survey. The valid collected sample had 387 respondents. The results show that three independent variables have a significant influence but one variable does not. Public relation has no significant impact on service quality. For the impacted three variables, the precedence of the impact is Advertising, Publicity, and Promotion with path coefficient values of 0.341, 0.262, and 0.149 respectively. Managers in the Dubai police are advised to welly manage social media because it contributes to the perception of the service quality, especially by focusing on advertising and publicity. Future studies can explain the rejection of the impact of public relations on service quality besides replicating the model in different contexts.