| dc.description.abstract | Banks are continually changing their operations in order to reach out to more customers and increase their profitability. In their quest to communicate these changes to employees, the banks use different communication strategies that could be similar to other banks or that are special to the particular bank. This study sought to find out organization communication strategies to employees by commercial banks in Kenya during organization change, The banks' major communication strategies revolved around change acceptance and employee involvement. The main communication strategies include interactive, strategy, integrative strategy, two way communication strategies, inclusive strategy and participative strategy. Organizational communication strategy, regardless of how small, should start with a goal and that goal should give some indication of the intended outcome. The study used primary data collected from human resource and change managers of the banks by way of a questionnaire. This was the most appropriate method of collecting data as it involved the key people who make decisions regarding the banks change programs.
The study found out that employee involvement is really important in the banks' decision of changing its operations. It was noted that there is no clear common communication strategy within the industry and each bank appeared to use their strategy and methods. Communication strategies used by Kenyan commercial banks are in line with past research findings. The findings indicate that audience-driven focus and objective during each stage of organizational change need to be identified. The stage of organizational change and objective of communication during each stage were factors that determined communication strategy used during organizational change. The findings of the study imply that banks employees do understand the need for change that is driven by various factors including: competition, technological development, regulation among others factors. Since employees have an understanding of organizational change, it makes it easier for the management to communicate change within the industry. | en_US |
