Browsing by Author "Amanuel Gebru (PhD)"

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    Assessing the Role of Organizational Culture in Shaping Internal Communication Practices: The Case of Ati
    (Addis Ababa University, 2024-10) Mahlet Legesse; Amanuel Gebru (PhD)
    This study aims to assess the role of organizational culture in shaping the internal communication practices within the Ethiopian Agricultural Transformation Institute (ATI), using the Competing Values Framework (CVF) as its theoretical foundation. Despite the critical role of communication in development-oriented organizations, limited research has examined how organizational culture influences communication dynamics, particularly in the Ethiopian context. This study addresses this gap by investigating the relationship between c ultural dimensions and communication practices at ATI. A quantitative research approach was employed, utilizing structured questionnaires distributed to 195 respondents selected through stratified random sampling. The findings reveal a mixed cultural environment at ATI, with dominant characteristics reflecting Clan and Adhocracy cultures—emphasizing collaboration, innovation, and risk-taking—alongside Market and Hierarchy cultures, which prioritize results and structured processes. Correlation analysis demonstrates that communication practices are strongly and positively associated with dominant characteristics (r = 0.798), moderately associated with employee management (r = 0.543) and organizational glue (r = 0.567), and weakly associated with organizational leadership (r = 0.398). Regression analysis further highlights that dominant characteristics (β = 0.860) and organizational glue (β = 0.390) significantly enhance communication practices, contributing to improved knowledge-sharing, alignment, and organizational productivity. The study recommends strategies to strengthen communication practices, including improving team alignment, fostering trust and respect, enhancing work climates, and promoting continuous, unbiased information exchange. By addressing the interplay between organizational culture and communication, this research provides valuable insights for developmental institutions aiming to optimize communication practices and foster a cohesive, goal-oriented culture. This work fills a critical gap in understanding how culture shapes communication in development-focused organizations, offering both theoretical contributions and practical recommendations for enhancing communication effectiveness in similar institutional contexts. Key words: organizational culture, communication practice, Competing Value Framework (CVF), Dominant Characteristics, organizational Leadership, Organizational glue, Employee management.
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    Assessment of Internal Communication Practices; the Case of Ethiopian Broadcasting Corporation
    (Addis Ababa University, 2022-11) Haymanot Genene; Amanuel Gebru (PhD)
    Internal communication is used to provide an effective flow of information between an organizations, departments and colleagues. This research assessed the practices of internal communication and its challenges in case of Ethiopian Broadcasting Corporation .The researcher used a qualitative research approach, an in-depth interview, document analysis, and observation to gather data. The results of the study show that EBC's internal communication has good beginnings, but there are many problems that need to be fixed. Communication directions: in a certain way, it is applicable, and depending on the department, the leadership, competence and awareness, there are differences and gaps. The result of the study shows that no attention is paid to the use of communication instruments as a tool. In addition, EBC's internal communication, as a media, requires a strong internal communication for the success of its work the existing communication, however, has not been focused by the management and the lack of attention for work to strengthen internal communication has been confirmed in this study. On the other hand, it has been seen that the employee has a lack of awareness and technophobia in EBC's use of communication technology. In general, EBC needs to work hard to strengthen internal communication, and the current communication is only done to discuss work matters because the work is mandatory. Recommendations that would contribute for improving the internal communication were given by this research
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    Corporate Reputation of Bank of Abyssinia
    (Addis Ababa University, 2024-05) Yohannes Moges; Amanuel Gebru (PhD)
    The general objective of the study was to assess corporate reputation management at the Bank of Abyssinia. To conduct the study, the researcher employed a quantitative approach, focusing on employee, customer based, and social media engagement dimensions. The total survey sample consisted of 203 employee respondents and 250 customer respondents, all of them completed and returned the questionnaires. The data obtained from the sample were analyzed using descriptive statistics (frequency, percent, mean, and standard deviation) and inferential statistics, specifically correlation and regression. The findings indicated that the employee dimension of corporate reputation had a positive and significant relationship with the composite dimension of corporate reputation. Further regression analysis revealed that the six pillars of corporate reputation explained 89.8% of the dependent variable. The second point focused on customer-based corporate reputation, showing positive and significant relationships. Regression analysis indicated that the five factors of CBCR explained 88.4% of the dependent variable. Additionally, social media content analysis partially described engagement metrics, including likes, shares, comments, photos, videos, and followers. Based on the findings, recommendations were presented: Bank of Abyssinian staff should focus on strengthening emotional connections with customers, continue investing in enhancing quality and innovation, create a positive workplace culture, and invest in leadership development programs. Based on CBCR, the bank should prioritize customer experience and satisfaction, focus on customer retention strategies, and mitigate switching intentions. Digital marketing officers should maintain a consistent posting schedule to keep the audience engaged. Future studies should incorporate qualitative analysis, such as sentiment analysis and interviews. Key words: corporate, reputation, reputation quotients, customer based corporate reputation, Bank of Abyssinia
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    The Effect of Organizational Culture on Customer Satisfaction: The Case Of A.A Electric Utility: Kazanchise Service Center.
    (Addis Ababa University, 2022-12) Getachew Bekele; Amanuel Gebru (PhD)
    This research aimed to investigate the effect of organizational culture on customer satisfaction in Kazanchis Service Center. The study essentially employed mixed method research approach which means quantitative and qualitative approach. Italso employed descriptiveandexplanatory research design to answer the research questions. The primary data was collected through self-administrated questionnaire and structured interview. The target population of this research was 22,000 customers of the service center. The sample size of this research was393 customers. The sample size was determined based on Yeman’s 1967 sampling formula and it used stratified random sampling techniques. After the validity and reliability test of the research instrument was conducted through pilot study.The researchquestioners were distributed to 393respondents among these 373 (95%) of respondents fill and returned the questioners. Additionally, structured interview was conducted with selected key informants.The descriptive and inferential statistics was done by using statistical tools like mean, standard deviation, correlation and multiple liner regressions. Statistical package for the social science (SPSS) version 20was used to analyze the collected data. The final result was presented by using different tools like bar graph, table and pie charts. The study explored that all independent variableshave significant effect on customer satisfaction except stability subculture. There was positive and strong relationship between the dependent and independent variables according to the correlation analysis of the study. The regression analysisindicated that organizational culture was able to predict customer satisfactionby 81.4% the remaining 18.6% wasexplained by other exclude variables which have not been addressed in the study. The research finding indicated that customersatisfactionhighly affected by organizational cultureand 67% customers were dissatisfied by the service provision of the service center.It is also indicated that all organizational culture dimensions were not practiced in the right way for this reason, the satisfaction level of customers negatively affected by the culture of the service center.Therefore the researcher recommended the service center should give due attention for organizational culture to enhance its customer satisfaction. Key Words: Organizational Culture, Customer Satisfaction, Result Orientation and Team Orientation.
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    The Role of Facebook as a Public Relations Tool in Ethio Telecom: a Case Study
    (Addis Ababa University, 2023-02) Mulu Girmay; Amanuel Gebru (PhD)
    This study is conducted mainly to assess the trends in the role of Facebook as a public relation tool in Ethio Telecom. It followed a triangulation approach by combining in-depth interviews with ten Ethio Telecom public relations practitioners and a content analysis of 5 months posts of Ethio Telecom Facebook page. The samples of the in-depth interview for the study are purposively chosen from the organization's communication division, which is in charge of overseeing the organization's social media activity. As a result, ten people were interviewed in-depth, and 316 Facebook postings that were shared on the organization's official Facebook page between January 1 and may 31, 2022, were examined. The study's findings indicate that Ethio Telecom use Facebook often as PR tool; however there is more one way communication resulting in less interaction to increase the relationship and foster closer relationship between the organization and its public. The interaction is more from the organization to the customers and the public with few responses from the customers. There is a need for more two way interaction between the organizations and their publics. False information on Facebook is one of the issues the organization faces in its activities, and its Facebook efforts lack plans and are mostly focused on information distribution. Facebook is widely used in society, is easy to use, and takes less time to complete tasks than other platforms, which are the reasons why the organization decided to use it. Regardless of the findings, the organization under study should strive to achieve a more balanced and interactive use of Facebook as a public relations tool.
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    The Role Of Public Relations In Communicating Corporate Social Responsibility In Multinational Companies, Coca Cola Beverages Africa, Ethiopia In Focus.
    (Addis Ababa university, 2023-09) Semegnsh Gebrewold; Amanuel Gebru (PhD)
    The study aimed to investigate the existing PR practices in CSR communication of Coca Cola Beverage Africa, Ethiopia using qualitative research approach. An in-depth interview with purposive sampling design was employed to select 5 informants and used as sources of primary data. Also, available secondary data were collected through document analysis and press releases from CCBA websites and Facebook pages. Qualitative data were analyzed thematically and data collected from documents were also supplemented and analyzed under each themes and sub-themes of the study. The study revealed that the PR role is paramount to communicate the company‟s key CSR initiatives such as economic inclusion of women and youths, environmental protection, prevention of social pandemics, response to different social problems and rehabilitation of the natural hazard affected community members. Though, they are not satisfactory, the company is communicating CSR initiatives using different communication messages, channels and strategies to its primary stakeholders. A combination of different communication channels including electronic communications, mass media, press release, public meeting and inter-personal relations of different types are the common communication channels for the company‟s CSR works. Stakeholders are not found to be only passive receivers of the company‟s CSR information but also active participants and sources of information as well. Thus, the company‟s communication practice is in line with Grunig‟s two-way symmetrical communication model and hence fits with excellence theory. Low interests of Medias toward CSR projects, low public awareness, communication gaps, lack of institutional freedom and lack of scientific articulation to select appropriate communication model are among to be some of the challenges in the area. Finally, the finding of this study implies that the selection of media channels and communication message contents should be carefully considered during CSR works.