The Role of Communication in Organizational Culture: A Case Study of KMA-SACCO

Abstract

This study investigated the pivotal role of communication in shaping and sustaining organizational culture within the Kenya Medical Association Savings and Credit Cooperative Organization (KMA-SACCO). The research was guided by three objectives: to examine the role of communication in the formation and development of organizational culture, to identify the challenges and barriers affecting effective communication in maintaining a cohesive culture, and to explore communication strategies that can strengthen and sustain a positive culture within KMA-SACCO. The study was prompted by the problem that, despite KMA-SACCO’s growth and cultural significance, there remained limited understanding of how communication practices contribute to the development and sustainability of its organizational culture, leading to inconsistencies in employee alignment, cultural reinforcement, and leadership engagement. Anchored in Schein’s (1983) model of organizational culture, Hofstede’s (1980) cultural dimensions theory, Weick’s Sensemaking model, and Symbolic Interactionism within Organizational Communication Theory, the study adopted a qualitative case study design. Purposive sampling was employed to select eight participants, including founding members, board members, managers, and frontline employees at KMA-SACCO. Data was collected through semi structure interviews and analyzed thematically. Findings revealed four major issues: the need for structured, multi-channel communication to enhance cultural alignment; the absence of safe, anonymous feedback mechanisms that hindered open dialogue; an onboarding process overly focused on procedures rather than cultural values; and limited leadership communication visibility, which weakened cultural reinforcement. These challenges threatened KMA-SACCO’s member-centered identity and internal cohesion. The study concluded that communication is both a symbolic and functional mechanism for transmitting and sustaining culture. Strengthening communication structures, adopting anonymous feedback systems, formalizing cultural onboarding, and enhancing leadership visibility were recommended. Overall, the research contributes to understanding how communication shapes culture within Kenyan SACCOs and provides a practical framework for aligning communication practices with cultural and organizational goals.