An Examination of Crisis Communication Strategies Employed by CBE: The 2024 System Glitch and Its Effect on Stakeholders’ Perception
| dc.contributor.advisor | Hailegiorgis Mamo | |
| dc.contributor.author | Mesfin Tsegaye | |
| dc.date.accessioned | 2025-08-16T18:13:02Z | |
| dc.date.available | 2025-08-16T18:13:02Z | |
| dc.date.issued | 2025-06 | |
| dc.description.abstract | The application of scientific and theoretical crisis communication frameworks in Ethiopia remains inadequate, often relying on intuitive responses rather than structured strategies. As digitalization accelerates, the frequency and complexity of crises are expected to increase, necessitating an in-depth examination of crisis communication practices to identify best approaches for future improvements. This study investigates the crisis communication strategy employed by the Commercial Bank of Ethiopia (CBE) during the 2024 system glitch and its impact on stakeholder perceptions. Employing a descriptive research design with a mixed-method approach, the study utilized content analysis and survey questionnaires as data collection instruments. Content analysis was conducted using available sampling from bank archives, including video press releases and written statements. Survey participants were selected through a rigorous two-step sampling process—systematic random sampling and stratified random sampling. Qualitative data from content analysis underwent translation, extraction of relevant message frames, and thematic coding based on Situational Crisis Communication Theory (SCCT). Patterns in tone, language, and strategic responses were analyzed and categorized within SCCT crisis response clusters. Quantitative data from the survey were processed using SPSS software to derive empirical insights. Findings indicate that CBE's crisis response strategy predominantly employed rebuilding, bolstering, denial, diminishing, apology, victimization, attack-the-accuser, and lesson-learned tactics. Additionally, authoritative warning messages, including "name and shame" directives, were issued to individuals allegedly involved in fraudulent transactions and unauthorized withdrawals. The study underscores the need for a more structured, transparent, and theoretically grounded crisis communication approach to enhance stakeholder trust and institutional resilience in the evolving digital landscape. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6829 | |
| dc.language.iso | en | |
| dc.publisher | Addis Ababa University | |
| dc.title | An Examination of Crisis Communication Strategies Employed by CBE: The 2024 System Glitch and Its Effect on Stakeholders’ Perception | |
| dc.type | Thesis |