EFFECT OF COMMUNICATION ON EMPLOYEE PERCEPTION TO CHANGE IN AN ORGANISATION (CASE STUDY OF CHI LIMITED KADUNA)
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EFFECT OF COMMUNICATION
ON EMPLOYEE PERCEPTION TO CHANGE IN AN ORGANISATION (CASE STUDY OF CHI LIMITED
KADUNA)
CHAPTER ONE
INTRODUCTION
1.1 Background to
the Study
The growing globalization of business and increasing
competition and technological advancement has led to an increasing need to
change organizational polices and strategies (Hampel and Martinsons, 2009). The
pace of challenges is increasing and thus organizational change is considered
unavoidable (Drucker, 1999).
Organizational change is the continuous process of aligning
an organization with its market place and doing it more responsively and
effectively than competitors. Thus, organizational change management is a
continuous process of experiment and adaptation aimed at matching
organizational capabilities to the needs and dictates of a dynamic business
environment Rogers (1995).
As such, in a highly competitive environment, organizational
change becomes indispensable for greater success and excellence. This is due to
the dynamism of the internal and external business environment. But inspite of
the importance of change management to organization success, employees in most
organization resist change, sequel to wrong perception and their in ability to
adapt to new development and shifting from their current point. As such,
organizational scholars have long
acknowledge the importance of communication strategy in explanation of
organizational change in order to clearly communicate in advance, the short and
long term effect as well as the benefits and short comings of such change
management. This is in order to avoid potential loss that could arise from
cynicism in certain group of employees and consequently change resistance
Langham (1996).
In organization, most problems and challenges are generated
by competition, advance technology, mergers, expansion, product quality
maintenance, or enhancing employee efficiency on the one hand and rapid growth,
new business venture, exciting opportunities, innovation, and new leadership
and management approaches on the other (Madsen et al, 2005). To overcome these
challenges, organizations are often under pressure for survival and stay
competitive in future. In such adverse environment, employee attitude and
behavior to accept organizational change is considered important for management
and change agents for successful organizational change. This is sequel to the
way in which most employee resist change from the onset,
Hence the need to use communication to inform and educate
employee on such organizational change before it commences.
It is against this background that the researcher sees the
subject matter “The effect of communication on employee’s perception to change
in an organization” worthy of being investigated through this survey.
1.2 Statement of
the problem
Organizational is basically confronted with issue of change
resistance by employee. This has been a big challenge as well as impediment to
management of organization during such period. This is attributed to
constraints arising from the inability of management to communicate such change
in advance through effective communication before implementation. Communication
problems are common place when change are not clearly identified Lewis (2007).
Not only do they cause a drain on profitability, but also the effectiveness of
management declines. In the work of Dawson (2006), he opined that there are
many underlying reasons why communication often falls short of the ideas, which
are “accuracy, reliability, validity, adequacy and effectives,” are addressed
with some general issues within the relationship between information and
communication in organizations.
Lewis (2007)’s research findings, the most frequently noted categories
of problem encountered by the company in transition are “communicating vision”
and negative attitudes”. If an organization’s management does not consider
which communication behaviours, it wishes to foster for its success, the
signals it sends to employees may be inconsistent or counterproductive. Thus
managers should consider conveying clear communication behavour expectations as
a fundamental element of strategy. In doing so, firms might pursue
communication audits which involve ethnographic analysis, including
observational and interviewing, to learn exactly what organizational policies
are operating Gilsdorf, (2008). Moreover, Gilsdorf moves on to argue that
analysis of organizational culture should be conducted in order to help
determine communication strategy used to solve the problem.
This has cause organization to suffer loss arising from
change resistance. Hence the need to investigated the effect of communication
on employee’s perception to change in an organization becomes imperative. This
is so sequel to gap created by inadequate researches on the subject which has
great importance to organizational growth.
1.3 Research
Questions
i.How is communication use in managing organizational change?
ii. What forms of
communication is used in managing change in an organization?
iii. How is communication use in reducing
change resistance?
iv. What
is the effect of communication on workers productivity during organizational
change?
1.4 Objective of
the study
The central objective of the study is to examine the effect
of communication on employees perception to change in an organization. The
specific objectives are:
i. To
identify how communication is use to manage change in an organization.
ii. To
identify the various forms of communication that can be used to manage change
in an organization.
iii. To
find out how communication is used to reduce change resistance.
iv. To
examine the effect of communication on workers’ productivity during
organizational change.
1.5 Statement of
Hypothesis
H1: Communication
has a significant effect on organizational change.
H2: Communication
does not have a significant effect on organizational change.
1.6 Significance of
the study
The study would be important to corporate organizations,
individual, scholars and researchers.
To corporate organization the study will be use as a basis
for policy formulation and decision making regarding organizational change.
The study will benefit individual scholars and researchers
who may wish to use this project report as a basis for further studies.
The study will also add to the existing knowledge in the role
of communication in organizational change.
1.7 Scope of the
Study
The covers an investigation of the effect of communication in
organizational change. The collection of primary data fall with the boundaries
of Synergy Limited Kaduna. The period under review is limited to the time from
2006 to 2011.
1.8 Definition of Term
·
Communication: Medium use to inform employees about organizational
change.
·
Change Management: This are strategies formulated minimize change
resistance and foster effective re-engineering of workflow.
·
Organizational Change: This are adjustment made in work process or
re-engineering of an organizational change.
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