THE IMPACT OF EFFECTIVE COMMUNICATION ON BUSINESS EFFICIENCY AND PERFORMANCE
1.1 BACKGROUND OF STUDY
Communication is a means of bringing about change it is the mainstream of any organization growth. There is need to form interaction and understanding of management employee relations this will bring about increased performance of all parties involved in the communication process or chain. Communication is a process of transmitting information from one person to another. According to Stephen (2011), communication is a critical factor in directing and mobilizing the workforce toward the accomplishing the of organizational goals or objectives.
By creating understanding it enhances co-operation and promote effective performance. According to Williams (2007) Smart managers and employees is essential success. According to (Mckinney, Barker, Smith &Davis, 2004) communication is essential co-effective team performance and communications for any organization is like blood flow in the human body. Therefore any organization that understands the importance of communication uses it efficiently and effectively in their organizational environment. Since communication ensure coordination of factors of production and most importantly material and human elements of organization as an efficient network of change and advancement. Robins (2006), is in the view that communication process is initiated through the following means; the sender-encoding –the message- the channel- decoding-the receiver-noise and feedback. It is estimated that managers spend over 80% of their time communicating with others, since most of the basic management process- planning, organizing, leading and controlling- cannot be performed without effective communication.
Communication refers to the process be which information is transmitted and understood between two or more people (Mcshane & Von Glinow, 2005). Communication is an integral part of the organizational process as the flow of communication up and down the organizational hierarchy has its effects on efficiency, decision-making and morale of the organizations today. Communication strategies are common in the business world, where they are used as part of a business plan, detailing how to communicate with various groups of people. Communication strategies articulated, explains and promotes a vision and a set of well-defined goals, it created a consistent unified “voice” that links diverse activities and goals in a way that appeals to your partners, or stakeholders, according to the World Bank, 2001, “Ultimate goal of communication is to facilitate a change in behavior to achieve management objectives”. Communication is both a symptom and a cause of organization performance problems. Poorly designed organizations, ineffective processes, bureaucratic systems unaligned rewards, unclear customer/partner focus fuzzy visions, values and purpose, unskilled team leader and members, chittered goals and priorities, how trust levels and weak measurement and feedback loops all cause communication problems.
Also, for organization and human as social being, communication has a vital importance, whether pros or cons are in-separable piece of life and also it has an importance role on all activities aimed at gaining organizational objectives (Ada et al, 2008), attention has been given to study of organizational communication in organizational behaviour research as a result of the significance of this variable to organizational effectiveness. For instances, it has been found that effective communication improves job satisfaction and which in turn improves productivity. Also research also shown that communication results to how employee commitment to the organization (Goris, 2007). We are living in a time when communication systems are evolving rapidly which is essential for success and growth of an organization. Effective workplace performance is the key elements in the success of an organization and the effectiveness of the workers employed will determined of the workers the organization will be. There are many challenges facing the business performance in our world today. Organizational communication plays an important role in challenges. Inability of heads or manager of any organization to coordinate a perfect and smooth flow of communication interaction among employee and outside business environment may likely create and facilitate how productivity.