| dc.description.abstract | This study examined the influence of corporate communications on employees value systems; a case study of NMB-PLC. It was guided by the following specific objectives; to establish Corporate Communication strategies used by NMB - PLC, to identify the values which have led to achieving organizational goals at NMB- PLC,' to find out the influence that Corporate Communications has on employee value systems and finally to recommend ways on how NMB _ PLC can promote value-based messages in corporate communication programs.
This study provides useful knowledge on how company's values, when communicated properly, facilitate both personal and organizational goals attainment. Thus, the Systems Theory was used to explain the different environments in which corporate communications take place and how the coordination of inputs, processes and outputs in the organization as a system; can influence values of the employees. Moreover, the Human Relations Theory was also useful in explaining how Managers and employee behavein their formal and informal interactions.
On methodology, a case study design was applied to describe in detail, in context and holistically the unit under study. Purposive sampling was used to select Dar-Es-salaam so as to get the key respondents (NMB-PLC internal publics) at the headquarters. To collect data; this study used questionnaires and interview schedules with some respondents. Document analysis was also applied to enhance credibility and validity of the findings in this study. The study involved 50 respondents. Data were analyzed using both qualitative and quantitative research methods. Statistical Package for the Social Sciences (SPSS) was used to analyze data from the survey questionnaires. Descriptive statistics such as frequency distribution tables and pie charts were used to summarize and organize the data in a clear and elaborate approach.
It was found that NMB-PLC uses a number of Corporate Communication strategies (print and electronic), of which some are effective in influencing employee values, while some are not. The difference was said to be on how they are prepared and their accessibility to the employees. Furthermore, different values were said to be contributing to the success of NMB-PLC very highly, highly and moderately. However, they were all founded on eagerness, ownership, customer focus, team work, integrity and compliance, which are core values at NMB-PLC.
The study concluded that since organizations always need to share with employee's critical information and because Corporate Communication can influence employee value systems; organizations should not only engage in communicating to the external publics but also create and implement effective Corporate Communication strategies, to build a strong value system among employees. This will enable sharing the values within the organization hence facilitate policy and decision making benchmarks and improve organizational performance. | en_US |
