THE IMPACT OF EFFECTIVE COMMUNICATION ON

ORGANIZATIONAL PERFORMANCE: A CASE STUDY OF NNAMDI

AZIKIWE UNIVERSITY AWKA; 2012-2018

BY

A RESEARCH PROJECT PRESENTED TO THE DEPARTMENT OF

BUSINESS ADMINISTRATION

NATIONAL OPEN UNIVERSITY OF NIGERIA

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF POSTGRADUATE DIPLOMA IN BUSINESS
ADMINISTRATION (PGD)

AUGUST 2019
 ABSTRACT

This study examines “the impact of Effective Communication on

Organizational Performance with Nnamdi Azikiwe University, Awka”
as a case study. The survey research method was adopted for the
study involving the use of population and samples. The population
of this research work was drawn from the Academic and Non-
academic staff of UNIZIK. In this study, the researchers’ theoretical
framework was built on “The Cybernetics theory” propounded by W.
Ross Ashby and Norbert Wiener in 1960 which emphasized on
mathematics theory of communication and control systems through
regulatory feedback. The finding from the study shows that effective
communication is the remedy to effective and efficient management
performance of employees in an organization. The researcher
therefore recommends that there is need for every organization to
endeavour to make effective communication an essential integral
part of its management strategies.
 TABLE OF CONTENT

APPROVAL I
CERTIFICATION II
DEDICATION III
ACKNOWLEDGEMENT IV
ABSTRACT V
CHAPTER ONE: INTRODUTCTION 7
Background of the Study 7
Statement of' the Research Problem 12
Purpose of the Study 14
Research Questions 14
Significance of the Study 15
Scope of the study 16
Limitation of the study 17
Operational Definition of Terms 17
CHAPTER TWO: LITERATURE REVIEW 19
Conceptual Review 20
Communication 20
Effective Communication 22
Organization communication 23
Types of Communication 25
Theoretical Review 28
The Cybernetics theory 28
Theoretical Studies 30
Role of Communication in an organization 30
Functions of Effective Communication 32
Organization Performance and Effective Communication 34
Organizational Environment and communication 36
Communication Difficulties and Various Management 38
Importance of Communication in an Organization 39
Barriers to Communication in an Organization Performance 42
Empirical Review 44
CHAPTER THREE: METHDOLOGY 47
Research Design 47
Population of the Study 47
Sample and sampling Technique 47
Sources of Data 48
Research Instrument for data Collection 48
Validity of the Instrument 49
Reliability of the Instrument 49
Method of Data Analysis 50
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS 53
Presentation of Data 53
Data Analysis 53
Discussion 58
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATION 61
Summary of Finding 61
Conclusion 62
Recommendations 64
REFERENCES 67
APPENDIX 69
QUESTIONNAIRE 70
 CHAPTER ONE
1.0 INTRODUTCTION
1.1 Background of the Study
One of the uniqueness of the human person is the ability to
objectify his thoughts and ideas through language. With the social
evolution of language, especially speech language, man was able to
widen the gap between him and the rest of the animal kingdom.
Thus, language can be seen as a system of sounds, symbols and
words for purposes of communication.
Communication is a means of bringing about change. It is the
mainstream of any organization’s growth. There is need for
interaction and understanding of management-employee relations
as this will bring about increased performance of all parties
involved in the communication process or chain.
Communication is a process of transmitting information from one
person to another. According to Stephen (2016), communication is
a critical factor in directing and mobilizing the workforce towards
the accomplishment of the organizational goals or objectives. By
creating understanding it enhances co-operation and promotes
effective performance. According to Williams (2011) smart managers
understand that the end effective, straight forward communication
between managers and employees is essential for success.
According to (Mckinney,Barker, Smith& Davis, 2018)
communication is essential for effective team performance and
communication for any organization is like blood flow in the
human body. Therefore any organization that understands the
importance of communication uses it in their organizational
environment. Since, it ensures coordination of factors of production
and most importantly material and human elements of organization
as an efficient network of change and advancement. According to
Snavely (2011) as cited by Robins(2006), communication process is
initiated through the following means the sender-encoding-the
message-the channel decoding-the receiver- noise and feedback. It
is estimated that managers spend over 80% of their day
communicating with others. Since most of the basic management
process- planning, organizing, leading and controlling – cannot be
performed without effective communication.
Importantly, the relevance of communication keeps advancing as
the world becomes a Global village. The need to become visible to
the world has made many organizations to embrace new technology
that would increase organizational performance. There are also
many issues affecting communication ranging from difference in
sex, role of silence, inference of government and cross- cultural
inference. One of sure organization is the Nnamdi Azikiwe
University, as it explores the e-learning and e- training to empower
its staff and student in the use of the internet in communicating
policies, lectures, staff development and lot more.
Therefore it becomes important to emphasize on innovation and
effective use of communication medium or channel to bring about
high performance rate. Hence, any breakdown in communication
process or chain can have serious adverse effects on organizational
performance. Furthermore, knowing fully that poor communication
ranks as the single most important reason that people do not
advance in their career as stated by Lepsinger & Luacia (2011), it
becomes necessary that Governing Council of UNZIK determines the
best “channel” in transmitting “messages” to their staff or student
for effective and positive feedback.
In an organization, there are different units performing various
functions. Thus, communication' becomes a linking process by
which parts of a system are tied together. Communication provides
ideas that link an organization together' in order to evolve common
understanding (Rogers, 2004). Communication in an organization
relates to the deliberate/intentional application of physical
complexes, with a view to elicit specific meanings in the mind of
other individuals. Stewart & Cliegter, (2016) says that
communication is the means by which people are linked together
with the organization to achieve a common purpose. Umoh, (2016);
Weihrich and Koontz (2015) says that communication is the
transfer of information from a sender to receiver with the
information being understood by the receiver.
Stoner and Freeman (2011) asserts that there exists a correlation
between organizational communication and organizational
performance. It indicates that employees two times likely to go the
extra mile for the organization, and almost four times as likely to
recommend their company if they are satisfied with the way in
which their company communicates on different occasions. If the
employees feels, that management is communicating in an efficient
manner, it motivates them to perform better and develop a team
spirit which is very essential for the smooth functioning of the
organization, (Barnard, 2004). A motivated employee is a valuable
asset which delivers immense value for the organization in
maintaining and strengthening its business and revenue growth.

Managers have traditionally spent the majority of their time

communicating in one form or another; meetings, face to face
discussions, memos, letters, e-mail, reports etc. Hence, to manage
the existing performance of employees and to motivate them for
better performance, efficient communication practices have become
more important in all organizations. It is in this direction that this
research work which is on the impact of effective communication on
organizational performance with the case of Nnamdi Azikiwe
University from 2012-2018 has been initiated.

1.2 Statement of' the Research Problem

In the present age, Information technology has brought a great
change in the era of industrial relationship between management
and employee worker. Communication or Business communication
is very important for the successful business in modern time. The
organizations always seek to make the profit and carry on the
business. The business is on the understanding of the workers.
When the communication is gap between the employer and the
employees, there creates a big problem of understandings in mind
about the workers and employers. There are many stakeholders in
the business organization like the employers, employee, suppliers,
customers, trade union, regulatory agencies and government etc.
When the communication is gap among the stakeholders, there
creates a lot of problem because of miscommunication. Here we
emphasize on the importance of communication and business
communication. In our business arena, the factory owner or the
owners of other industry are indifferent to the interest of the
workers demand and interest. They are uncommunicative and they
never share anything about you regarding the business and
business activities.
When the communication is less it creates the problem of
performance appraisal, job advancement and acknowledgement.
Hence, it is important to stress that in communication, emotions,
environment, psychological and technical characteristics of the
medium is relevant to enhance the organizational performance. In
the view of Okoye, psychologically transmission goes beyond
reception of information but understanding and feedback.
Most organizational conflict has been traced to breakage in
communication as supported by Lee. In spite of the laudable roles
of effective communication in improving organizational
performances. Ineffective communication is detrimental for
managers, employees and organizations; it can lead to poor
performance, strained interpersonal relations, poor service and
dissatisfied customers. For an organization to be effective and gain
a competitive advantage, managers at all levels need to be good
communicators.
Many industrial disputes originate due to failure in communication.
Hence, it is important to stress that in communication, emotions,
environment, psychological and technical characteristics of the
medium is relevant to enhancing the organizational performance. In
spite of the laudable roles of effective communication in improving
organizational performances, it is regrettable that some faculties
pay lip service to the maintenance of effective communication
systems. Change is a gradual and continuous process, giving room
for inputs and adjustments.
The new innovations, e-classroom, ICT awareness and appraisal
methods are good in itself but the medium and level of
communication is problematic. Furthermore, the constant delay in
accessing information by staff seems to limit their academic
performance, which could create maladministration in coordinating
of organizational activities. Therefore, performance of employees in
relation to their duties and responsibility seems to question their
communication techniques in terms of performance in The
University. Exposure of staff to the innovations in the Nnamdi
Azikiwe University in terms of communication channels have
experienced shortcoming which if not adequately addressed may
lead to poor performance of the university in the scheme of things
among other universities in the country. These problems mentioned
above, have posed the following questions that would guide this
study on effective communication and organizational performance
in Nnamdi Azikiwe University
1.3 Research Question
1. Is there a relationship between effective communication and
employee performance in Nnamdi Azikiwe University, Awka
Anambra State?
2. How effective has the communication techniques by the
Nnamdi Azikiwe University, Awka enhanced employee’s
performance?
3. To what extent has communication gap affected administrative
procedures in Nnamdi Azikiwe University, Awka, Anambra
State?
1.4 Purpose of the Study
The purpose of this study is to ascertain the extent to which
effective communication affects organizational performance in
Nnamdi Azikiwe University Awka. The specific objective are:
1. To find out the relationship between effective communication
and employee performance in Nnamdi Azikiwe University,
Awka Anambra State?
2. To find out how effective communication techniques can
enhance employee’s performance in Nnamdi Azikiwe
University, Awka Anambra State?
3. To ascertain the extent to which communication gap has
affected administrative procedures in Nnamdi Azikiwe
University, Awka Anambra State?
1.5 Significance of the Study
This study will furnish all managements and policymakers with
useful information on their roles towards their staff by means of
effective communication and appropriate ways of achieving good
management especially those that seek to establish good lead in
service delivery.

For the government, this study will help them have an insight into
the importance and need for effective communication in
organizational performance.

1.6 Scope of the study

This research work is limited to the impact of effective
communication on organization performance with the Nnamdi
Azikiwe University as a study case.
The work did not in any way aim at the comparative study of the
role of communication in organization performance at Nnamdi
Azikiwe University and any any other higher institution of such.

1.7 Limitation of the study

The difficulties the researcher experience in the cause of the study
include the fact that some of the respondent were unfriendly and
refused to fill the questionnaire while some took the questionnaire
and returned it not completed. The problem was mitigated by
revisiting the respondents and convincing them on the need to
assist in completing the questionnaire.
1.8 Operational Definition of Terms
The following terms are defined as used in the study:
Effective: According to Oxford Advanced Learner’s Dictionary, this
is simply producting result as intended or wanted. An organization
is said to be effective when it accomplishes all that it set out to
achieve.
Communication: According to Udeze (2015), this is the act of
passing a message from one person to another person with the
purpose of implementing an action that is coordinated towards a
common end.
Productivity: According to Anugwom (2011) it is the measure of
how well resources are brought together in organization and utilized
for accomplishing a set of result.
Organization: According to Umoh (2006) it is the coming together
of group of persons that specializes in different fields, coordinate
their effort towards the set goals, supervise through some hierarchy
of authority so that objectives of organization will be achieved. 
 CHAPTER TWO

2.0 LITERATURE REVIEW

In this chapter the review was done under these main sub-
headings; Conceptual Framework, Theoretical Framework,
Empirical Studies and summary of related literature.
CONCEPTUAL FRAMEWORK
Communication
Effective Communication
Organization communication
THEORETICAL STUDIES
Role of Communication in an Organization
Organizational Environment and Communication
Effective Communication and Employee Performance in
Organizations
Communication and Administrative Gaps in Organizations
THEORETICAL FRAMEWORK
The Cybernetics theory

2.1 CONCEPTUAL FRAMEWORK

2.1.1 Communication
Communication according to Udeze (2011), is the act of impacting a
common idea or person with the purpose of implementing an
action that is coordinated towards a common end.
According to Hoy & Miskel (2011) communication simply the
process of transmitting information from one person to another. To
Griffin, (2003), communication is the sharing of message idea or
attitudes that provide a degree of understanding between a sender
and receiver.

A more accurate definition of communication can be found by

looking at its original meaning. The oxford dictionary lists the Latin
root of communicate as communication, which means to make
common to many. According to this definition, when people
communicate, they express their ideas to make common to many
shares. Communicating they express their idea and feelings in a
way that is understandable to each of them. They share information
with each other person which has a direct effect on the other and
on subsequent comments. Communication is the process of people
sharing thoughts, ideas and feelings with each other in commonly
understandable ways (Hamilton ,& Parker 2004). Jones and George
(2003) stated that communication is the sharing of information
between two or more individuals or groups to reach a common
understanding.

Ezugu (2015) states that communication is the process of

transmitting intelligible information, knowledge, instruction,
feelings, ideas; facts, opinions, news, intelligence" advice, message
etc. between individuals through accepted system of signs, defined
medium or channel of communication. It is a circular, two-way
listener, a writer and a reader, or a sender and a receiver. In spite of
many sophisticated theories of communication, communication has
three basic parts, they are the sender the actual message; and the
receiver of the message, who would replay by ways of appropriate
feedback.

According to Britannica (2012), communication is a process of

transmitting intelligible information, knowledge, instruction,
feelings, ideas facts opinions, news and intelligence which remains
ineffective until the actual message reaches its destination as it is
undiluted and unchanged, and gives rise to appropriate or
reasonable feedback.

2.1.2 Effective Communication

A communication is effective when the information conveyed is
understood by the receiver and goes on to produce behavioral
change that can increase performance of the organization. Effective
communication according to oxford Advanced learners dictionary.
This is simply producing result as intended or wanted. An
organization is said to be effective when it accomplishes all that it
set out to achieve.

Effective communication as a strategy for enhancing organizational

performance is derived from the latin word communis meaning
“common” the communicator seeks to establish “commonness”
with a receiver. Hence we define communication as the
transmission of information and understanding through the used of
common symbols. The common symbols. may be verbal or non
verbal. (Gibson Wancevich & Donnelly, 2004).
2.1.3 Organization communication
According to George Sanbone (2018) organization communication is
seen as the sending and receiving of information within a complex
organization. Daniel Ka'z & Robert, (2010) sees organizational
communication as the flow of information as the exchange of
information or transmission of information with meaning within an
organization. Using general system model, David Easton, (2017)
organization as open system and discussed such properties as the
importing of energy for the environment, the transformation of this
energy into some products or services which is characteristic of the
system, the exporting of the product or service into the
environment.
According to Scotty (2013), organizations are deliberate association
of two or more individuals working co-operatively towards a
common purpose or goal under authority and leadership. Miche1,
(2010) discloses organizations are ubiquitous, which means that
they are scattered everywhere. They are performance entities, which
carry out performance activities.
An organization has more than one membership, which means that
an individual cannot form an organization, and therefore, given
efficient result synergy, an organization has goals to achieve and
can only be achieved by the individuals in the organization who will
seek to pursue primarily the organizations goals before their own
personal goals. This can be achieved with the aid of motivators,
which makes individuals forget their personal goals for that of the
organization When, we talk about organization, we mean an
organization that creates an internal environment in which all its
members can contribute In some fashion organization Bernard
(2018) sees such as "that kind of cooperative among men that are
conscious, deliberate and purposeful. This agrees with the
submission made by Etzoni (2010) that organizations are social
units, reconstructed to specific goals. They are deliberate because
they work towards a common purpose which the seek to achieve.

2.2 Theoretical Studies

2.2.1 Role of Communication in an Organization
The role of communication in an organization is so enormous that it
is considered to be indispensable for an effective running of any
organization. Mcbride, (2017) insists that communication, in its
broadest sense, not only acts as the exchange of news and message,
but also as an individual and collective activity embracing all
transmissions and sharing of ideas, facts and data. Its main
functions in any social system may be identified as the following.

Information: This entails the collection, storage, processing and

dissemination of news, data, pictures, facts and messages opinions
and comments required in order to understand and react
knowledgably to personal, environment, national and international
conditions as well as to be in a position to take appropriate
decisions.
Socialization: This is the provision of a common form of knowledge
which enables people to operate as effective members of the society
in which they live and which foster social cohesion and awareness
thereby permitting active involvement in public life.

Motivation: their promotion of immediate and ultimate aims of

each society, and the fostering of personal choice and aspirations,
the fostering of individual or communication activities geared to the
pursuit of agreed aims.

Debate and Discussion: The provision and exchange of facts

needed to facilitate agreement or to clarify differing view points on
public issues’ the supply of relevant evidence needed to foster great
popular interest and involvement in all local, national and
international matters of common concern.

Education: This is the transmission of knowledge so as to foster

intellectual development; the formation of character and the
acquisition of skills and capacities at all stage of life.

Cultural Promotion: This deals with the dissemination of culture

and artistic products for the purpose of preserving the heritage of
the past; the individuals horizons, awakening his imagination and
stimulating his aesthetic needs and creativity.
Entertainment: The comedy, sports, game etc for personnel and
collective recreation and engagement.

Integration: The provision to all persons, groups and nations of

access to the variety of messages which they need in order to know
and understand each other and to appreciate other living
conditions, viewpoints and aspirations.
Communication promotes motivation by informing and employees
about the task to be done, the manner they are to performe the
task, and how to improve their performance (Oreh, 2017).
Communication is a source of information to the organizational
members for decision making process as it helps in identifying and
assessing alternative course of actions. Communication also plays a
crucial role in altering individual's attitudes i.e. a well informed
individual.

Organizational magazines, journals, meetings arid various other

forms of oral and written .communication help in molding
employee’s attitudes (Uduma & Dick, 2017). Communication also
helps in socializing. In today life the presences of another individual
fosters communication. It is said that one cannot survive without
communication.
Communication also assists in controlling process. It helps in
controlling organization member behaviour in various ways. There
are various levels of hierarchy and certain principles and guidelines
that employees must follow in an organization. They must comply
within organizational policies, perform their job role efficiently and
communicate any work problem and grievance to their superiors.
Thus, communication helps in controlling function of management
(Adebayo, Augustus, 2015).

An effective and efficient communication system requires

management proficiency in delivering and receiving massages. A
manager must discover various barriers to communication, analyze
the reasons for their occurrence and take preventive steps to avoid
those barriers. Thus, the primary responsibility of a managers is to
develop and maintain an effective communication system, in the
organization (Richards, 2012). Why is the ability to communication
effectively so important to managers? To a large extent, the job of
managers is communication with others. (Petter, 2010).

According to Waterman (2017) most effective firms were

characterized by high levels of informal communication the
intensity of such communications is unmistakable. Excellent
companies consciously establishe management philosophies that
encourage greater communication, or make changes in the physical
layout of the workplace to increase opportunities for interaction
(peters & waterman 2010).
2.2.2 Organization Performance and Effective
Communication
Communication has been characterized as the "life blood" of an
organization and miscommunication has caused the equivalent of
cardiovascular damage in more than one organization (Callaghan,
2018). Communication is the process by which people attempt to
share meaning. The transmission of symbolic massages, (Stoner &
Freeman, 2017).

According to Bateman and Smell (2017), Some managers believed

they should choose only one channel to communicate a massage
because doing so is more efficient but multiple channels may be
necessary for example with virtual relying solely on e-mail is not
enough. Managers should also employ audio meetings, video
conferencing voice mail and face-to-face communication. It is
helpful for all members to be available by phone during certain
hours, You should hold regular face to face meetings and enforce
attendance at scheduled virtually meetings. Regular updates of
status and two way exchanges are necessary multiple channels.

Another key to communication effectiveness is that people should

know how to use various channels and trained on how to use
software to enhance team performance. How to use e-mail
typography to communicate emotions and such norms as
acknowledging receipt of massages and speed.
Some managers over rely on certain "efficient” channels and neglect
the most important and richest channel of or one conversation
between supervisors and employees.

2.2.3 Organizational Environment and Communication

Organizations must operate in an environment as the nature of any
environment is such that whatever happens in the environment will
have an effect on all operating units of the organization existing in
it. For example, an organization may operate in the environment in
which there is keen competition. The keen competition may bring
failure or success of the Organization. An organization environment
is composed of the institutions and forces that are in and outside
the organization and can affect the organizations performance. The
environment typically includes supplier, employees, customers,
competitors, union’s government regulatory agencies. And public
pressure group (Ikharehon, 2016).

According to Callaghan (2018) the structure of an organization

refers not only to the physical environment in which the staff work
but also to its social and psychological environment. By this is
meant such factors as the respective positions and the authority
and status of staff. It is the organization structure, which will
influence the flow of information within it. Internal communication
and appropriate organizational structure are those which recognizes
that information flows are necessary for the smooth running of the
enterprise further the processes used for satisfying the
informational needs of the organization must be appropriate and
external communication is important so that the organization is
alert to the character and quality of the communication has with
outsiders. The organization must be able to respond appropriately
to information it receives and so be aware that the information it
gives out will affect the value of it reputation with the outsider
world. Therefore such information needs to be transmitted
intelligently and in an appropriate format.

2.2.4 Effective Communication and Employee Performance

in Organizations
Business communication is very important for the success of the
business. The contribution of two persons is essential for the
success of the business organization. When the upward or
downward communication does not happening the business
organization it creates the interpersonal problem. The
organizational effectiveness is largely depends on the co-operation,
concentration, communication among the subordinates. The
business organization is depends on the production or productivity.
When the production level is low, the organizational productivity is
also law. In today’s organizations, due to changes in employee’s
needs, environment should be provided that is stimulating and
satisfying much more than just physiological and safety needs
(George, 2003). Performance when compared to goals and
objectives. It is also a common practice in public sector
performance management literature to talk about the three E’s:
Economy, Efficiency, and Effectiveness (Parker, 2004). According to
Misky, (2011), Performance is referred to as being about doing the
work, as well as being about the results achieved. Robert et al.
(2010) defines performance is an act or process of carrying out
actions and activities to accomplish an intended outcome.
Performance measurement is the process of collecting, analyzing,
and/or reporting information on the performance of an individual,
group, organization, system, or component (Weaver, 2016).
Bayle and (Leavitt, 2015) suggest there are three principles that
performance depends upon: the system of governance; the quality of
the organization’s network (affiliations, supporting bodies); and the
positioning of the organization within its particular sport. Bayle and
(Leavitt, 2015), study suggests there are three further performance
issues that facilitate overall organizational performance: forms and
levels of professionalization; the presence of a participatory
organizational culture; and adopting a partnership approach.
Performance means quality, condition, or function. According to
(Peters & waterman, 2010) Organizational performance was not
only the outcome it was continuous process of different activities.

Capabilities were the effort to do activities, which were the

processes that lead to the organizational performance. Sink viewed
performance measuring as a complex task, difficult, challenging,
and important. Performance level is a function of the efficiency and
effectiveness of enterprise operations, Therefore, measurement of
performance is the process of quantifying the efficiency and
effectiveness of an organization. Job Motivation and satisfaction Job
satisfaction is very important to the organizational employees or the
employer. Job satisfaction is nothing but the consideration of job
fascination in regard of the job happiness. When the employees are
satisfied towards with the job the ultimate impacts on the
organizational goals or the objectives.
The productivity is connectivity and connectivity is productivity. The
employees are always trying to getting something from the
organization. They try to contribute in the organization by making
decision, empowering the power, job duties and responsibility.
When the workers are getting the satisfied with the employment,
they will not leave the organization. The absenteeism and turnover
rate will reduce. Job satisfaction is defined as the extent to which
employees have positive or favorable feelings towards work and the
work environment (Reilly H & Pondy, S.P.2013).
Although a wide range of theories has been building to explain
origin and dimensions of employee’s job satisfactions (Stoner et.al
2017), it seems there is no single theory to explain this
phenomenon completely. Several researchers offer different
measurements tools for measuring job satisfaction. In this research,
job satisfaction measured by instrument which designed by
(Waterman, 2017). They define five facets for measuring job
satisfaction. Based on their instrument, job satisfaction consists of
several facets, including satisfaction with the supervisor,
relationship with coworkers, present pay, nature of work, and
opportunities for promotion. Fisher and Hanna (1939) consider job
satisfaction as a psychological factor and define it as a kind of
emotional adjustment to the job requirements, meaning that if the
job provides ideal conditions, the person will be satisfied with the
job. But if the job does not provide satisfaction and joy, the person
starts reproaching job and will possibly leave the job.
Communication serves many purposes in an organization such as
stated below:
1. Communication affords the key to dealing with people. It
facilitates the exchange of ideas and information. It ensures
and encourages meeting of minds. It is the foundation of
management.
2. At the centre of planning is information. Communication
therefore aids planning as no planning is possible with-rut
adequate information.
3. The organizing function of management is not complete until
there is interconnection of the vertical horizontal structures.
The formal organization structure will naturally collapse
without communication.
4. In the staffing function communication is not less important.
Through communication, potential employees are recruited,
oriented and deployed, existing ones are supervised and
disciplined after being acquainted with the rules and
regulations of the organization. Appraisal of performance is
made possible through communication.
 5. It aids in decision making. It has been stated that all aspects
of managerial function require choice among alternatives. Only
a well informed manager will make sound decision.
6. It helps managers take actions. The plans must be explained,
the policies must be interpreted procedures outlined and
budget limits stated. Any decision not communicated cannot
be implemented.
7. It ensures that standards are laid out and deviation reported
immediately. This helps in controlling activities in the
organization. Imagine control communication.
8. Communication build and maintain morals of workers
communication is the principal factor through which training,
appraisal and by extension increases morals of workers. A
worker who is parted at the back by the supervisor feels
satisfied and he feels a sense of belonging. Think of the joy of
worker given a letter of commendation or letter of promotion.
Wonderful thing which communication can do.
2.2.5 Communication and Administrative Gaps in
Organizations
According to Koontz (2010) communication breakdowns have been
cited by some managers as one of their most important problems.
One thing is certain, that is, that communication problems are
often symptoms of more deeply rooted problems. For example, poor
planning may be the cause for uncertainty about the direction of
the form or organization.
The communication barriers can be grouped under three headings,
first common barriers on the sender, second on the transmission of
the message, and the third on the receiver.
i. Lack of planning: many a time people start talking and
working without prior thinking, planning, and stating the
purpose of the message. Good communication rarely
happens by chance. It would be much more better if
reasons for an instruction, selecting the most appropriate
channel and choosing proper timing are ascertained before
hand.
ii. Semantic Distortion: Another barrier to effective
communication can be attributed to semantic distortion
which can be deliberate or accidental. As information is
passed up the hierarchy, even if the initial message is
accurate, clear, timely and relevant. it may be translated,
condensed or completely blocked by personnel standing
between the sender and the intended receiver, it many go
through in distorted form.
iii. Halo Effect: The halo effect is the result of two valued
thinking. In this situation, we see things only as
dichotomies-good or bad, right and wrong white and black
etc. thus; if we are listening to someone we admire and
trust, we will be predisposed to agree with what is being
said.
iv. Loss by Transmission: In successive transmission from
one person to the next, the message becomes less and less
 accurate. Information may be doctored if it would put the
sender in a bad light. On the other hand, good news
ascends the hierarchy much more easily than bad news.
The tendency is to edit reports in order to present a brighter
picture. More so, if supervisors are not interested in hearing
about problems, they in effect shut off upward
communication.
The following covers most of the elements in a faulty system of
communication. According to Stoner and Freeman (2017), they
stipulated that the following are the difficulties to effective
communication.

- Lack of sound objectives world which are vague, imprecise

omitting necessary information.
- Faulty organization, such as lack of definition of
responsibilities, too long chains of command and too wide
spans of control.
- Too many assumptions made by a receiver who may be too
quick in evaluating the meaning because of his inability to
listen carefully.
- Use of technical jargon, particularly in a new specialist field.
E.g. computers in addition to the different educational and
social backgrounds of recipients that do not aid effective
understanding.
- The atmosphere or environment may not be normal and
innocent remarks may be given wrong interpretation .
2.3 Theoretical Framework
2.3.1 The Cybernetics theory
In this study, the researchers’ theoretical framework was built on
“The Cybernetics theory” propounded by W. Ross Ashby and
Norbert Wiener in 1960 which emphasized on mathematics theory
of communication and control systems through regulatory
feedback. Feedback can be positive (when the required result is
achieved) or negative; instantaneous (when the response is
immediate) or delayed. Feedback is used to gauge the effectiveness
of a particular message put forth or situation that has taken place.

Cybernetics is the study of the communication and control of

regulatory feedback both in living and lifeless systems (organisms,
organizations, machines), and in combinations of those. Its focus is
on how anything (digital, mechanical or biological) controls its
behavior, processes information, reacts to information and changes
or can be changed to better accomplish those three primary tasks.

In applying this theory to the subject of study it is evident that

effective communication and organizational performance in UNIZIK
is not just dependent on the communication flow in the various
Faculties and Departments in UNIZIK. There are fourteen Faculties
in the University made up of academic and non-academics. The
management should not be satisfied with giving instructions,
sending text messages, calling for meeting, writing memos and
circulars. There is a need to personally inform staff of new policies
and innovations in the university system to enable members of staff
to be aware and participate effectively in issues that concern them.

This is backed up with the The Berlo"s (1960) SMCRmodel which

focuses on the individual characteristics of communication and
stresses the role of the relationship between the source and the
receiver as an important variable in the communication process.
Hence the source of any information in the Faculty should be clear
and from a trusted and creditable “source” i.e the HOD or The
Dean. Likewise the channel used should be adequate. Hence they
should know when to apply formal or informal mode of
communication, since their main objective is to achieve results from
staff. Furthermore in applying The Cybernetics theory” it becomes
useful for any organization that intends to achieve employee
performance to ensure that feedback mechanism should be enough
either in the attitude to work, productivity, and high performance of
both staff’s and students of the University.
 CHAPTER THREE
3.0 METHDOLOGY
3.1 Research Design
This study adopted the survey research method in an attempt to
solve the research problem. The survey specifies those procedures
for gathering information about a group of people by collecting data
from few of them. The data collected were analyzed and used in
testing the hypothesis by applying the appropriate statistical
instrument.

3.2 Population of the Study

In this research work, the target population is the Nnamdi Azikiwe
University, Awka. The population of the study according to
Personnel unit of Nnamdi Azikiwe University, Awka is one thousand
and thirty-eight (1,038) academic and non academic staff as at the
end of 2016/2017 academic sessions.

3.3 Sources of Data

Both primary and secondary sources of data were explored in
extracting useful information for the study. The primary sources
consisted of questionnaires and oral interviews, specifically
structured to suit the course of this work. The secondary sources of
data consisted of data generated from faculty of Management
Sciences library Nnamdi Azikiwe university Awka, from some book
shops and from the internet.
3.4 Research Instrument for data Collection
The instrument of data collection was the structured questionnaire.
The questionnaire are made up of two (2) parts which was sections
(A) and section (B). Section (A) the letter of introduction of the
respondents while section (B) elicited answers from the research
questions.

3.5 Sample and sampling Technique

The sample size consists of eighty six (86) respondents, selected
through proportionate simple random sampling technique.
The simple random sampling technique was employed for this study
because each member of the population has an equal opportunity of
being included in the sample.

This technique was acceptable to be unbiased as it affords every

member of the population an equal chance of being selected in the
sample. Random sampling eliminates bias by giving all individuals
an equal chance to be chosen." It is true that sampling randomly
will eliminate systematic bias.

3.6 Validity of the Instrument

Validity is the most critical criterion and indicates the degree to
which an instrument measures what it is supposed to measure. It
is simply the appropriateness of an instrument in measuring what
is intended to measure.
Content validity according to Onyeizugbe (2016) pertains to
adequate coverage of the topic under study. Predictive validity
conveys the ability of an instrument to predict some future events.
The prediction coefficient is between a distribution of test score
obtained.

3.6 Reliability of the Instrument

Items in the questionnaires were assessed based on the objectives
of the study. This was accomplished by the supervisor, and two
staff of the business administration department Nnamdi Azikiwe
University. This is to ensure that the items in the instrument relate
to the purpose and objectives of the study. Both face and content
validation of the instrument were carried out to ensure clarity of the
questionnaire by the two experts from the business administration
department Nnamdi Azikiwe University. They scrutinized the
instrument before it was adjudged valid. They were expected looked
at the content of the questionnaire, whether it is in line with the
Research Questions, Statement of the Problem as well as the
Literature Review. They also looked at the format of the
questionnaire, the appropriateness of the questionnaire title, the
questions contained therein, as well as corrected any grammatical
errors in the questionnaire. Their corrections, comments, inputs,
were reflected in the final copy of the instrument.

3.7 Method of Data Analysis

The data collected was analyzed by the use of descriptive statistics
(weighted mean). The descriptive analysis was appropriate for this
study because it involved the description, analysis and
interpretation of circumstances prevailing at the time of study.
Basic statistical technique of the weighted mean was used to
analyze various items of the questionnaire. These included
averages, percentages, frequencies and totals. This study used
frequencies and percentages because they easily communicate the
research findings to majority of readers. Data collected was
analyzed according to the nature of the response. Once the coding
were completed, the responses were transferred into a summary
sheet by tabulating. This was then tallied to establish frequencies,
which were converted to percentage of the total number. Responses
from open-ended questions were recorded. To determine the
frequencies of each response, the number of respondents giving
similar answers was converted to percentages to illustrate related
levels of opinion. From the 5-point rating scale, the mean of the
scale was 3.0. Hence, the mean rating up to and above 3.0 were
regarded as indications of agreement with the statement while
mean ratings below 3.0 were regarded as indications of
disagreement for research question one.

The data collected in this study were analyzed using mean and

standard deviation. The critical point was mean ¿

∑ TOTAL =
NUMBER
5+4 +3+2+1
5

Weight mean = 15/5 = 3.0

This weighted mean of 3.0 stands as a critical value upon which
acceptance and rejection of the response are determined. Any
response that has a value of 3.0 and above is accepted while any
value that falls below 3.0 shows rejection of the statement by the
respondents.

The T-test statistical tool was adopted in testing the hypotheses on

effective communication and organizational performance.
 CHAPTER FOUR

4.0 DATA PRESENTATION AND ANALYSIS

4.1 Introduction

In this chapter, effort was made to present and analyze the facts
gathered from the respondents. The data presentation and
description were guided by the research questions, which were first
stated, after which the data collected with regard to each of the
questions were descriptively analyzed in tabular form.

4.2 Data Analysis

4.2.1 Research question one

Is there a relationship between effective communication and

employee performance in Nnamdi Azikiwe University, Awka Anambra
State?

TABLE 1: The relationship between effective communication and

employee performance in Nnamdi Azikiwe University, Awka Anambra
State.

S/N ITEMS SA A UD D SD ∑F Mean REMARK

1 There are many ways in Agree

which the heads of
various Departments and
Deans of the faculties
pass information . 25 24 23 9 5 313 3.64
2 Most staff response Agree
quickly to text messages
but they have to be sent
memos for it to be
effective . 31 23 19 4 9 321 3.73
3 Most staff claim that they Agree
did not see the text
messages, especially when
they have not been
informed personally or
received a circular to the
effect of such meetings 31 22 16 9 8 317 3.69
4 Most academic staff do Agree
not look into their boxes
for information
9 11 12 22 32 201 2.54
5 Most of the non-academic Agree
staff response to
information due to fear of
queries 21 14 15 20 16 262 3.05
From the table 1 above it is obvious that all the items 1,2,3,4,5,6,7,8
showing it therefore implies that for any organization to be effective it
must make use of adequate, effective, efficient and understandable
instrument and channels. It was noticed that in the there are many
ways in which the heads of various Departments and Deans of the
faculties pass information. For example; text messages, memos,
emergence meetings, circulars, queries and face to face dialogue.
However, it was observed that most staff response quickly to text
messages but they have to be sent memos for it to be effective. This
being that most staff claim that they did not see the text messages,
especially when they have not been informed personally or received a
circular to the effect of such meetings. Moreso, most Heads of
Department were of the view that most academic staff do not look into
their boxes for information. However, most of the non-academic staff
response to information due to fear of queries.
 4.2.2 Research question two

How effective has the communication techniques enhanced

employee’s performance in Nnamdi Azikiwe University, Awka
Anambra State?

TABLE 2: Communication techniques has enhance the performance

of staff in terms of their relationship with;
S/N ITEMS SA A UD D SD ∑F Mean REMARK
7 the various Heads of Agree
Departments

23 25 14 14 10 295 3.43
8 Deans of Faculties Agree

25 23 12 12 14 291 3.38
9 Students Agree

28 25 12 12 9 309 3.59
10 University Community as a Agree
whole 31 22 16 9 8 317 3.69
From the table 2 above, it is clear that all the items were accepted,
items 9, 10,11, 12, and 13 were accepted. This shows that it is quite
obvious that it was observed that communication techniques has
enhance the performance of staff in terms of their relationship with
the various Heads of Departments, Deans of Faculties, Students and
University Community as a whole.
4.2.3 Research question three

To what extent has communication gap affected administrative

structure and procedure in Nnamdi Azikiwe University, Awka,
Anambra State

TABLE 3: The extent communication gap has affected

administration structure procedure in Nnamdi Azikiwe University,
Awka Anambra State

S/N ITEMS SA A UD D SD ∑F Mean REMARK

11 Misunderstanding Agree

25 20 17 15 9 295 3.43
12 Lack of cooperation. Agree

28 25 12 12 9 309 3.59
13 Wrong medium used Agree

31 17 16 10 12 303 3.52
14 Delayed information Agree

25 23 10 12 16 287 3.34
15 Information overload Agree
and
25 20 17 15 9 295 3.43
15 Personal bias. Agree

26 31 17 6 6 323 3.76
From the table 3 above, it can be seen clearly that some of the
breakage in communication is as a result of communication gap on
administrative procedure in UNZIK. It is clear that the breakage in
communication is as a result of misunderstanding, lack of
cooperation, wrong medium used, delayed information, information
overload and personal bias.
4.3 Summary of the Findings

There is a significant relationship between effective

communication and employee performance in UNZIK . It therefore
implies that for any organization to be effective it must make use of
adequate, effective, efficient and understandable instrument and
channels. It was noticed that in the there are many ways in which
the heads of various Departments and Deans of the faculties pass
information. For example; text messages, memos, emergence
meetings, circulars, queries and face to face dialogue. However, it
was observed that most staff response quickly to text messages but
they have to be sent memos for it to be effective. This being that most
staff claim that they did not see the text messages, especially when
they have not been informed personally or received a circular to the
effect of such meetings.

Moreso, most Heads of Department were of the view that most

academic staff do not look into their boxes for information. However,
most of the non-academic staff response to information due to fear of
queries. Likewise it was observed that communication techniques
has enhance the performance of staff in terms of their relationship
with the various Heads of Departments, Deans of Faculties, Students
and University Community as a whole. This is evident in the most of
the staff both academic and non-academic staff compel with the
innovations, rules, and goals lead down. The move of the University
to new technology of visibility and quality assurance most of the staff
have keyed in into the process of activating their email address while
uploading their CVs.

However, the inability to meet up with the change has put a

stumbling block in their path to success. Furthermore, it is quite
evident that awareness of these innovations has exposed the faculty
to new ways of doing things. Since we rejected Ho hypothesis which
states that communication techniques does not enhance staff
performance in UNZIK and accepted Hi hypothesis which states that
communication techniques enhance staff performance in UNZIK In
terms of, the effect of communication gap on administrative
procedure in UNZIK. It is clear that the breakage in communication
is as a result of misunderstanding, lack of cooperation, wrong
medium used, delayed information, information overload and
personal bias. It was observed that HODs or Deans of Faculties
determines the flow of communication in there various Faculties or
Department. Since when the subordinates do not accept the HOD it
would at the long run affect the staff attitude to work. Students are
the ones who suffer the more from such gap in communication. It’s
either lateness in submission of results or release of students for
project defense and lots more.
 CHAPTER FIVE
5.0 SUMMARY OF FINDING, CONCLUSION AND
RECOMMENDATION
5.1 Summary of Finding
Gilbson & Donnelly (2004) well found that communication promotes
motivation by information and clarifying the employees about the
task to be done the manner they are performing the task, and how
to improve their performance.
In their study effective communication found out that high growth
has positive influence on communication individual.

We discover that communication effective creates a framework for

internal communication, promotes long range thinking, reduces the
focus on operational details and encourages a favourable attitude to
change.
We found the extent of relationship between communication and
service delivery. The study released major obstacles as some of the
organization does not understand the importance of effect
communication, inadequate and distribution of information has
lead to several scenarios like poor service.

5.2 Conclusion

The finding of this research has shown that effective

communication should be highly recommended to every
organization in all the sectors of the economy. Any management
both government establishment and private that is desirous of
ensuring the success and efficiency of its workforce, should be
conscious of implementing effective communication programmes to
their employees for better performances. Therefore, effective
communication process should be an integral part of management
strategy because it goes a long way to enhancing the realization of
organizational goals. Hence not theoretical, but practical
participation of staff in matters that, affect their creativity and
performance. The objectives of effective communication programmes
should be clearly stated so that all employee or workforce will be
informed.
Adequate communication techniques are advisable since it create
easy understanding and cooperation in an organization. The study
also established that effective communication enhances
performances since employees performed better when there are
informed or communicated to than those who
are not informed. However inability of train the staff on the new
innovations and techniques has made the lecturers insecure and
overzealous in carrying out their duties. Thus, organization must
spend time to determine the communication needs and finance the
cost of it to get employees informed and be able to evaluate the
impact of it on organizational activities.
Effective communication to the management and staff is the
panacea for sustained and increased productivity of the workforce
and organizational performances. It is not enough to
have a good ideal but awareness and participation of staff will go a
long way to enhance organizational performance.
The researcher concluded that for any organizational performance
to be effective, the communication the communication strategies
applied should be;
1. An open communication environment is one in which all
members of the organization feel free to share feedback ideas
and even criticism at every level.
2. Two way communication should never be one way either from
the down or the bottom-up effective communication strategic
involve two way communication, or conversations, between
members of the organization companies whose managers
successfully engage employees in conversations, about their
work, their ideas and their perspectives on issues related to
products services, customers and the business environment
develop a culture of inclusiveness that generate results.
3. Business communication should be results driven and
strategically focused on achieving measurable results.
Organization need to think about what employees need to
know to do their job effective to interest with customers
effectively and to serve as ambassadors outside of the
organization.

5.3 Recommendations

The effectiveness of communication is determined by both parties;

hence it becomes necessary that they must pursue the same
objective, which is high performance rate in all affairs of the
institution. All cadres of staff should be involved in decisions and
issues that affect their performance, for it will lead to organisational
development and positive. Every organization endeavours to make
effective communication an essential integral; part in effect
management strategies to help minimize organizational conflict, less
misunderstanding, improving information management and cordial
relationship between management and workforce. Change is needed
but when it is badly communicated it will likely lead to poor
performance and negative outcome.

An open communication environment is one in which all members

of the organization feel free to share feedback, ideas and even
criticism at every level, thereby encouraging staff to
freely give their views without being victimized by the management.
Therefore, follow up of information encouraged for organizational
performance.

1. For effective communication to take place, the bearers to

communication must be reduced since they cannot be

completely removed. In general, communication should flow in

all directions in the organization, the clarity of language used

should be concise and the person receiving the

communication should pay attention.

2. An atmosphere of trust and honesty must be established in

the organization so that subordinates will feel free to make

contributions should be received with open mind by

management.

3. Ownership of efforts by top management and acceptance by

middle managers and operative will motive employees to

perform better.

4. Feedback is an essential element in effective communication;

hence a comprehensive feedback system of communication

should be adopted in Nigeria.

5. There is a need for a communication policy as it has

monitoring and evaluation indication.

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APPENDIX

Dept. of Business Administration

Faculty of Management Science
National Open University of Nigeria
Abagana,
 Anambra State
Nigeria
28/08/19
Dear Sir/Madam,

Request for Opinion

I am a post-graduate diploma student of the Department of
Business Administration of the above named institution, carrying
out a research on the topic “The Impact of Effective
Communication on Organizational Performance: A Study of
Nnamdi Azikiwe University, Awka”.

This questionnaire is designed to obtain relevant data which can

be employed in reaching a meaningful conclusion on the above
mentioned topic. I assure you that any information provided here
will be kept in strict confidence, and will be applied for the
academic purpose for which it was intended.
Thanks for your co-operation.

Yours faithfully,

QUESTIONNAIRE

Selection (A) Personal Data

1. Sex
a. Male
 b. Female

2. Age
a. 20-25 years
b. 25-30 years
c. 30-40 years
d. 40 and above

3. Educational qualification
a. SSCE/GCE
b. NCE/OND
c. Post Graduate

Section (B) Research Question

Research question one

 Is there a relationship between effective communication and
employee performance in Nnamdi Azikiwe University, Awka Anambra
State?

S/N ITEMS SA A UD D SD
1 There are many ways in which the
heads of various Departments and
Deans of the faculties pass
information .
2 Most staff response quickly to text
messages but they have to be sent
memos for it to be effective .

3 Most staff claim that they did not see

the text messages, especially when
they have not been informed
personally or received a circular to
the effect of such meetings
4 Most academic staff do not look into
their boxes for information

5 Most of the non-academic staff

response to information due to fear of
queries

Research question two

How effective has the communication techniques enhanced
employee’s performance in Nnamdi Azikiwe University, Awka
Anambra State?

S/N ITEMS SA A UD D SD
6 the various Heads of
Departments
7 Deans of Faculties

8 Students
9 University Community as a
whole

Research question three

To what extent has communication gap affected administration

structure procedure in Nnamdi Azikiwe University, Awka Anambra
State

ITEMS SA A UD D SD
S/N

10 Misunderstanding
11 Lack of cooperation .
12 Wrong medium used
13 Delayed information
14 Information overload
and
15 Personal bias.