A Study on Internal Communication as an Instrument for Employee Motivation: A Case study of National Cement Share Company
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Date
2019-06
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Addis Ababa University
Abstract
Communication plays a significant role in determining whether an organization succeeds or not.
Motivation is a set of attitudes and values that influence a person or an employee to act in a
specific goal directed manner and how to bring together a rich, strong and effective mix of
motivators is a major dilemma facing many organizations. The core of motivation is human
needs/wants and their satisfaction. This is manifested in the fact that employees have different
needs and different priorities and thus managers must be able to apply different motivational
tools to satisfy the different employee needs and wants. The inner drives within an individual are
needs to be activated to give rise to appropriate behavior, where such behavior could lead to the
fulfillment of a need such as job satisfaction. This study sought the impact of communication in
general and internal communication in particular on employee motivation in Dire Dawa
National Cement Share Company.
The study employed mixed method research whereby both qualitative and quantitative methods
were used. To meet the objective of the study in-depth interview and survey questionnaires were
used as a tool of data collection. The population of the study comprised of employees and
managers of Dire Dawa National Cement Share Company. The data obtained from the
population was analyzed using descriptive statistical tools and the findings were presented based
on the basic research questions. The study applied purposive sampling technique for the purpose
of the study regarding staff members.
The researcher conducted the interview with National cement share company CEO Adviser,
planning and monitoring director and public relation department head.
Based on the data obtained from the study employees believed that internal communication
serves them to motivate in their work. Even if, there are a number of factors to motivate them
internal communication helps them to have smooth and pleasurable communication with the
management. It is obvious that communication is a key for every activity. The employees
understood this irreplaceable role of internal communication. Especially, the employees pointed
out that good internal communication plays a pivotal role to motivate them and strive to
organizational success.
The study concluded that the company should work to get additional advantage from internal
communication to motivate the employees and make every effort for organizational achievement.
Key Words: Internal communication, employee motivation, Public relation
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Keywords
Internal communication, employee motivation, Public relation