| Abstract: | The main purpose of the study was to examine the effect of communication on employees’
performance in Ethiopian Broadcasting Corporation. Based on the literature explained,
upward, downward, horizontal and diagonal communications considered as important
variables which have an impact on employees’ performance. Especially the study
attempted to examine the relationship between upward, downward, horizontal and
diagonal communications on employees’ performance. Information has got from EBC
head quarter using quantitative and qualitative approaches. From the population of 1312
the sample size was 275 with respondents N= 264. The respondents were selected using
simple random sampling technique. Questionnaires were analyzed using descriptive
analysis and also correlation and regression analysis run on Statistical Package for
Social Science (SPSS) version 23. The primary data gathered using questionnaires and
interview. Questionnaires were presented with Likert scale, and data analyzed using
descriptive analysis. Mean, St. Deviation, correlation and regression were used. An
interview was conducted to five EBC managers. The study finds out that all the
independent variables have direct relationship to employees’ performance. The
correlation analysis also found that upward and diagonal communications have positive
and direct relationship with employees’ performance. The regression analysis also
confirmed that directions of communication (upward, downward, horizontal and
diagonal) have direct impact on employees’ performance. More importantly upward and
horizontal communications have significant impact on employees’ performance. Based
on the result Ethiopian Broadcasting Corporation is recommended to strengthen
cooperation and collaboration among staff members in different departments and
hierarchies to create smooth and effective communication at all levels of the
corporation. Employees’ performance could be improved if the bottleneck of directions of
communication in the corporation has improved. |
