Front Desk Management, Impression and Reputation Management in Regulatory Agencies in Uganda: A Case of Uganda National Bureau of Standards

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Uganda Christian University
The study established how the first impression at the front desk affects the reputation of an organization. It assessed how front desk management affects impression, the relationship between front desk, first impression and reputation and the strategies to improve front desk management. The study adopted the Impression Management Theory of Erving Goffman (1959), which explains how social interactions can influence one’s perception about a person, group, organization, object or event. This study used a mixed research approach (qualitative and quantitative), a sample size of 131 respondents was selected from a population of 160 using of Krejcie & Morgan’s table and a response rate of 90.8% was obtained after distribution of the research instruments and interview. A survey that included general demographic characteristics, factor analysis and linear regression were conducted for the analysis. The results show that when clients get first impression at the front desk, they develop positive perceptions about the organization and there is a positive relation between front desk staff and the client through verbal or nonverbal communication which builds the reputation of an organisation. The researcher recommended that organisations should employ the right and qualified people at the front desk, provide information about the organization to the front desk, develop a feedback mechanism to frequently hear from the clients, also have strategies of motivating the existing front desk staff in order to have a positive attitude of the front desk staff and retain the experienced staff, frequently train them on the practices and policies of the organisation.