The Practice of Internal and External Communication: The Case of Development Bank of Ethiopia
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Date
2017-06
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Addis Ababa University
Abstract
This study aimed at exploring the practices of internal and external communication of Development Bank of Ethiopia. The study also attempts to find out the practice of internal and external communication to ascertain effective communications. In order to be able to answer this question a total sample of 20 managers, employees and customers with different working experience in Development Bank of Ethiopia were selected. Based on their importance and availability of interviewees the selection was organized purposefully and analyzed qualitatively. In-depth interviews were conducted which revealed that managers, employees and customers who considered communication being a very important issue internally, as well as externally for the Bank. The interviewees also admitted that the Bank is engaging in the communication processes actively.
Aligning the results from the interviews, for further development and improvement of corporate communication practices of the Bank, internal and external communication have to work together in spreading information across all the Bank offices and Branches, which are working with customers or debtors. In order to create a successful corporate communication program, the Bank has to form their corporate communication strategy, understand existing stakeholders, are willing to communicate openly and effectively and have an effective feedback mechanism.
DBE, internal and external communication efficiency is narrowly touched in finding sections, and therefore it is an important area for further research. Based on the findings of the study, it can be concluded that internal and external communication is a very important part of corporate communication process and of a crucial importance in banking sectors, which strives to have the best employees and the most satisfied customers/debtors.
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Internal and External Communication