An Empirical Investigation of the Role of Corporate Communication on Organization Performance in the Context of Equity Bank Limited in Nairobi City County, Kenya
Loading...
Date
2021
Authors
Kimathi, Emily K.
Kinyua, Godfrey Muigai
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Innovative Research and Advanced Studies
Abstract
The study sought to investigate the role of corporate communication on performance of Equity Bank
limited in Nairobi City County, Kenya. Corporate communication was measured in terms of staff communication,
shareholder’s communication, and communication to the general public. However, organization performance was
operationalized as customer satisfaction, market share, and product leadership. This research adopted explanatory and
cross-sectional research design. This study targeted a population of 130 employees encompassing senior level
management, middle-level management, and functional-level management. Proportionate stratified random sampling
technique was applied to sample 65 staff as the target population. The research instrument used in this study was
structured questionnaires which collected quantitative data. Moreover, secondary information was retrieved from
published records for validation of the collected primary data. Descriptive statistics were used in analyzing quantitative
data by use of SPSS version 22 and results were presented in the form of sample mean and sample standard deviations.
Simple linear regression analysis was performed to ascertain the level of association between the predictor and the
response variable. The study demonstrated that corporate communication has a positive effect on performance of Equity
Bank limited in Nairobi City County. The study recommended the manager in-charge of corporate communication should
develop a policy framework that would provide guidelines as well as strengthen flow of information amongst stakeholders.
This policy framework should seek to entrench activities that promote effectiveness in the transmission of information to
support the sound functioning of the various units within Equity Bank limited.
Description
An Article Published in International Journal of Innovative Research and Advanced Studies
Keywords
Change Management, Corporate Communication, Organization Performance