EFFECT OF COMMUNICATION ON EMPOYEES’ PERFORMANCE: THE CASE OF ETHIOPIAN BROADCASTING CORPORATION

Abstract

The main purpose of the study was to examine the effect of communication on employees’ performance in Ethiopian Broadcasting Corporation. Based on the literature explained, upward, downward, horizontal and diagonal communications considered as important variables which have an impact on employees’ performance. Especially the study attempted to examine the relationship between upward, downward, horizontal and diagonal communications on employees’ performance. Information has got from EBC head quarter using quantitative and qualitative approaches. From the population of 1312 the sample size was 275 with respondents N= 264. The respondents were selected using simple random sampling technique. Questionnaires were analyzed using descriptive analysis and also correlation and regression analysis run on Statistical Package for Social Science (SPSS) version 23. The primary data gathered using questionnaires and interview. Questionnaires were presented with Likert scale, and data analyzed using descriptive analysis. Mean, St. Deviation, correlation and regression were used. An interview was conducted to five EBC managers. The study finds out that all the independent variables have direct relationship to employees’ performance. The correlation analysis also found that upward and diagonal communications have positive and direct relationship with employees’ performance. The regression analysis also confirmed that directions of communication (upward, downward, horizontal and diagonal) have direct impact on employees’ performance. More importantly upward and horizontal communications have significant impact on employees’ performance. Based on the result Ethiopian Broadcasting Corporation is recommended to strengthen cooperation and collaboration among staff members in different departments and hierarchies to create smooth and effective communication at all levels of the corporation. Employees’ performance could be improved if the bottleneck of directions of communication in the corporation has improved.