The aim of this study is to investigate the influence of social media communication management strategies on the customer satisfaction who experience the Dubai police services. The study is motivated by the need to enrich the research in the domain of social media marketing for the public services. The relationship marketing theory (RMT) for Möller and Halinen (2000) is the main theory because it provides the support for the four independent variables of marketing strategy that used engage the customers. The framework comprises four variables advertising, promotion, publicity, and public relation that belong to the strategies of social media communication management. The four identified social media management strategies hypothesized to have impact on the customers’ satisfaction. This research is deductive approach that used quantitative methods by using PLS-SEM for statically evaluate the proposed hypotheses based on the collected primary data. The population for this research is all the citizens who live in Dubai and with age of 18 years and estimated as 2.6 million. The final valid dataset includes 387 respondents that collected online. The results revealed that 59.0% of the customers satisfaction (CLS) variance can be explained based on the four independent variables. The precedence of the impact are promotion, publicity, public relation, and advertising, with path coefficient values of 0.276, 0.241, 0.101, and 0.092 respectively. Decision makers in the Dubai police advised to welly manage the social media because it contributes to the perception of the customers satisfaction especially by focusing in promotion and publicity. Future studies can replicate the model in different contexts besides to extending the model to test other variables such as service quality as a mediator or awareness as a moderator.

Advertising, Promotion, Publicity, Public Relation, Customer Satisfaction, Dubai Police