Dorcas Adamba2024-05-062024-05-062023-10Adamba, D,. (2023, Thesis). The Role Of Internal Communication In Organizational Change: A Case Of Daystar University, Kenya. School of Communication, Daystar Universityhttps://repository.daystar.ac.ke/handle/123456789/4486Masters ThesisABSTRACT This study examined the role of internal communication in organizational change among non-teaching staff at Daystar University, Kenya using the diffusion of innovation and system theories. It aimed to establish the relationship between Daystar University’s communication policy and how it supported the change communication, secondly, to find out the relationship between the University Management perception and the role of internal communication on change management and thirdly, to establish the relationship between non-teaching staffs’ perception and the role of internal communication on change management to identify the most influential determinant of this intention to welcome the change. The research design was concurrent mixed-methods, with 4 participants in the qualitative phase and 125 participants in the quantitative phase. The results of the study showed that all constructs were significantly associated with the change communicated. The study’s findings indicated that non-teaching staff who did not have the knowledge and clarity of the University’s communication policy and were not able to understand their role during the system change, were not likely to welcome the change communicated. It also found out that inclusivity of the end users in the entire change process played a crucial role in affecting the change and brought with it either positive or negative feelings from the non-teaching staffs. It also found out that when management does not support its employees during change, when employees do not understand where the institution is headed and the institution does not operate under a system level thinking, then the change ought to fail. The study concluded that while authority structures may be effective, non-effective internal communication may not be. It is recommended that Daystar University should implement effective communication strategies and operationalize system level thinking.enInternal CommunicationOrganizational ChangeDaystar UniversityKenyaThesis