The Influence Of Internal Communication On Employee Brand Perception In Fast Paced Industries: A Case Of Family Bank Limited
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Date
2023-08
Authors
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Journal ISSN
Volume Title
Publisher
School of Communication, Daystar University
Abstract
ABSTRACT
Previous studies have anchored more on building external customer brand perception, leaving out the internal customer who is the employee. Despite the efforts to influence positive brand perception among employees, most still have negative brand perceptions about their organizations. Research has shown that factors such as work environment has proven to influence negative perception among employees, especially in fast paced industries. This study was focused on determining how internal communication can influence employee perception in fast paced industries: A case of Family Bank Limited. The independent variable was internal communication while the dependent variable was employee brand perception. The theories that were used were the General Systems Theory and the Balance theory. The study was a mixed method study, dominantly qualitative with a mix of quantitative methods, employing the case study design. The target population were the employees of Family Bank, in the Coastal region of Kenya. The main data collection procedures were observation, interviews, focus group discussions and questionnaires. Results were analyzed through methods such as chi-square and correlation analysis, along with thematic analysis and revealed that poor internal communication has contributed to the negative perception that most employees have. The study recommends that through effective use of internal communication, employee perception towards will be positively influenced. Also, there was need for added role training for employees for knowledge addition. With the increase of human resource work load that causes stress and negative brand perception will decrease, thus promoting positive perceptions among employees.
Description
Masters Thesis
Keywords
Internal Communication, Employee, Brand Perception, Fast Paced Industries, Family Bank Limited
Citation
Masibili, G,. (2023, Thesis). The Influence Of Internal Communication On Employee Brand Perception In Fast Paced Industries: A Case Of Family Bank Limited. School of Communication, Daystar University