1.1 Background to the Study
It is widely accepted that the aim of any business organization is to achieve growth, increase in turn over, assets and profit. But all of this is dependent on the goodwill of the organization’s various publics.
Goodwill according to Malogo, (1996) is secured not so much as a result of the organization’s mere existence but as the sustained strategic planning, execution and evaluation of the perception of their publics in relation to the organization. Continue reading