The Influence of Social Media Communication Management on Clients' Satisfaction With Dubai Police Service - The Mediating Role of Service Quality

This study focuses on predicting service quality and client satisfaction within the context of social media marketing for public services, specifically examining the impact of social media marketing strategies on client satisfaction with the Dubai police services. The conceptual framework comprises of determinants of social media communication management, which include four variables, namely advertising, promotion, publicity, and public relations. These social media management strategies are hypothesized to exert both direct and indirect impact on client satisfaction, mediated by service quality. The theoretical underpinnings of the study draw from the Relationship Marketing Theory (RMT), supporting the idea that the proposed four independent variables serve as an engaging marketing strategy for customers, and the Expectancy Disconfirmation Theory (EDT), affirming that perceived service quality improves client satisfaction. The research methodology employs scientific-quantitative methods. The population for this research are Dubai citizens aged 18, as they are eligible users of Dubai police services. Convenience sampling was employed, and data were collected through an online survey. The actual data collection revealed that the total subjects successfully collected online with complete answers are 455 and the final valid dataset for analysis comprised 387 subjects (85.05%). The findings reveal that 59.0% of Clients’ Satisfaction (CLS) variance can be explained by the four independent variables and service quality. Among the variables, Promotion, Publicity, Public Relations, and Advertising have path coefficient values of 0.276, 0.241, 0.101, and 0.092 respectively, indicating their respective impacts on client satisfaction. Service quality significantly mediates three relationships out of the four independent variables. The study establishes that the four main predictors impact Clients’ Satisfaction (CLS) either directly or indirectly. Assessing the total effect, the order of precedence for the four main variables is publicity (0.352), promotion (0.340), advertising (0.238), and public relations (0.124).