Use of Effective Communication as a Strategy for Enhancing Organisational Performance: A Study on Morrison

This research focuses on the use of effective communication as a strategy for enhancing organisational performance in Morrison. It examines the role of effective communication, types of communication used, Morrison's environment that may or may not affect communication, communication difficulties affecting management team, and effective ways to overcome them.

USE OF EFFECTIVE COMMUNICATION AS A STRATEGY
FOR ENHANCING THE ORGANISATIONAL PERFORMANCE
1

Contents
TERMS OF REFERENCE..............................................................................................................3
LITERATURE REVIEW................................................................................................................5
What are the role of effective communication which affect the organisational performance?...5
What is of Morrison's environment that may or may not affect the communication?................6
What are the communication difficulties that actually affect management team of the
Morrison’s?..................................................................................................................................6
RESEARCH METHODOLOGY....................................................................................................8
MAIN FINDINGS...........................................................................................................................8
CONCLUSIONS, EVALUATIONS AND RECOMMENDATIONS..........................................14
REFERNCES.................................................................................................................................15
2

TERMS OF REFERENCE
Overview of the topic
Communication is an effective process by which information is exchanged between
people via a common system of signs, symbols or behaviour. In a simple word, communication
is an essential and significant process used for transferring information from one person, group
or place to another. Communication in an organisation is the process of sharing important
information between individuals within and outside an organisation. Effective communication
within an organisation is how workers and management interact to reach long term goals and
objectives of company. The purpose of communication at workplace is to enhance organisational
practices as well as decrease errors. There are various roles of communication within an
organisation such as accomplish coordinated action, accomplish effective control, share
information about organisational goals, encourage employee’s participation in decision and
many others. These are main roles that helps an organisation in attaining organisational goals and
objectives in successful manner (Yunis, Tarhini and Kassar, 2018).
Within this research, Morrisons is a selected supermarket chain in the United Kingdom.
Company was founded by William Morrison in 1899. Morrison is specialising in producing
different products such as food and drink, books, clothing, magazines and home wear.
Communication is important for the Morrison because it helps them by reducing
misunderstanding and conflict among team members. There are various advantages that could be
gained by Morrison with the help of effective communication such as improves public relations,
mitigates conflicts, builds a culture of teamwork and trust and many others. Main purpose of
conducting this research is reducing the difficulties that actually affect management team of the
Morrison’s (Haldorai, Ramu and Murugan, 2018).
Research questions
 What are the role of effective communication which affect the organisational
performance?
 What is of Morrison's environment that may or may not affect the communication?
 What are the communication difficulties that actually affect management team of the
Morrisons?
Research aim and Objectives
Research aim:
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The aim of the current research is “To analyse the use of effective communication within the
organisation as one of the significant strategy for enhancing the organisation performance”. A
study on Morrison.
Research Objectives:
 To examine the role of effective communication which affect the organisational
performance.
 To ascertain of Morrison's environment that may or may not affect the communication.
Rationale of the research
The rationale behind doing this research is to overcome the challenges faced by Morrison
because of ineffective communication at workplace. Communication is an important and
significant part for the success and growth of company. This research or study is important and
significant for several stakeholders, which are Morrison, students and researcher. For students,
current research is highly important for them by improving their knowledge about the use of
effective communication within the organisation as one of the significant strategy for enhancing
the organisation performance. For an investigator, this research is essential for them by boosting
their data collection, time management and many other skills. For the Morrison, current study
facilitates them by enhancing their understanding about the ways for improving communication
at workplace (Kamble, Gunasekaran and Dhone, 2020).
4

LITERATURE REVIEW
Literature review is the process of collecting information from available sources that are
books, articles, journals and many others. These are main sources that helps a researcher in
gathering secondary information about any topic or study. The aim of the literature review is to
find out research gap in existing research. The main gap within this research is there was lack of
data available about the use of effective communication within the organisation as one of the
significant strategy for enhancing the organisation performance. In previous studies, there was
lots of data available about the role of communication in an organisation. But there was lack of
information about the effectiveness of communication in improvement of organisation
performance.
What are the role of effective communication which affect the organisational performance?
As per the view of Lewis (2019), communication plays a vital role to improve the
organisational performance in greater manner. Effective communication helps an organisation to
improve their overall productivity so that production of goods and service can be made according
to the need and wants. Some of the role that is played by communication are as follow:
a) Share information about organisational goals: The most vital role that is played by
effective communication is that it aids in sharing of the information according to the organisation
goals. If goals can be delivered to each and every employee in greater mode, then this will help
them to attain goal in effective and efficient manner. Attaining of goal can be done according to
the preferred time then this will improve company’s image in stakeholder mind. This will help
them to improve their overall performance as investors, employees, customer are more interested
towards the organisation (Li and et. al, 2018).
b) Encourage employee’s participation in decision: Another role that should be played by the
communication is encouraging employee to take part in decision making process. Leaders and
mangers uses various communication approaches to boost the morale of staff. This is done by
them in order to acquire innovative and creative ideas from the employee which they can use to
improve organisational performance. Employee ideas can be implemented in operation which
helps them to compete with the rivalry in strongest way.
c) Helps in reducing conflicts among employees: Team work is the most effective result that
can be acquired by the effective communication. Mangers should acquire various communication
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strategy that will assist in solving conflict among the employees. This also helps in building
positive employee attitude and behaviour so that grievance can be reduced which helps in
improving the performance (Pearson and Mitroff, 2019).
What is of Morrison's environment that may or may not affect the communication?
According to the view of Hansen (2018), there are various working environment that can
impact the communication within the organisation. Working environment plays a crucial role in
sharing of information in right direction. Morrison can have different working environment
depends upon the circumstance. Some of them are:
Inclusive business environment: Inclusive means using those policies and procedure
which helps in integrating employees in the workplace. Inclusive business environment is that
model which aids in creating value for the Morrison. In this fair communication surrounding are
being established where all stakeholders are being encouraged to speak and share ideas. Open
discussion took place which helps in getting various perspective and opinion of the individual
which is also being appreciated (Guffey and Loewy, 2021).
Friendly working environment: Friendly working environment is a working space which
encourage and promotes to have a good communication. This approach affects the sharing of
information in positive manner as in this environment more employee engagement is there which
helps in providing support. This type of environmental approach focuses on emotional well
beings, developing physical engagement and support speaking and learning skills.
Negative working environment: This type of business environment has a negative impact
on the communication. As in this surrounding sharing of information is so worse that accurate
message cannot be delivered which affect Morrison in greater way. In this type of workspace
team engagement will be low, there is higher chances of employee conflicts and grievance. This
will be one of the environment where staff is more frustrated and loyalty among them will be
low. There will be no good line of communication that will took place this will increase the gap
between employee (Mian and Khan, 2020).
What are the communication difficulties that actually affect management team of the
Morrison’s?
As per the view Morrison-Smith and Ruiz (2020), it is very necessary for the organisation
to identify the communication difficulties which will affect the management team of Morrison.
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Bas communication can be disturbing part for the companies as it will impact their productivity
and performance. The most common challenges that is encounter by Morrison are as follow:
Increase misunderstanding: Misunderstanding in the company can happen for various
reason. Increase in misunderstanding affect the team as mangers are not able to manage working
and sharing of information. There can be many reason for rising of misunderstanding in
Morrison’s some of them are language barrier, frustration, attitude and behaviour and many
more. Such issue can affect the company’s sharing of message and top level will have a bad
impression on management team (Mao and et. al, 2021).
Increase employee turnover: Another communication difficulty that may arise is due to
high employee turnover. Staff burnout can create problem as management team cannot built an
effective team and engagement of employee with new staff can take time. This will impact as
existing employee will take time to build trust among them new hired. Management team will
also affect as they need to develop effective communication skills among the recruiter.
Decrease number of customers: Next problem that will create the communication and will
become a problem for the management is decrease in customer base. if there will be low
communication the customer query and doubts cannot be solved in effective manner this will
become issue. As management will not able to attract more buyers towards the Morrison.
Customers are the vital part of the company because organisation run because of the goods and
service they buy. So communication play vital role for increasing customer base (Smollan and
Morrison, 2019).
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RESEARCH METHODOLOGY
In this research the methodology which will be chosen by the investigator is quantitative
research and for doing that philosophy that would be used is positivism. To test the theories
researcher is selecting deductive approach so that existing numerical theories can be tested
accurately. The research strategy which is going to be used to gather the data is survey strategy
because it will help in obtaining information from wider section. Examiner has selected mono
research choice because they want only quantitative information which can be expressed in
numbers (Snyder, 2019). The data collection method is the technique of gathering information.
For the current research topic primary data will be collected so that fresh information can be
gathered from the respondent. To evaluate primary data frequency distribution data analysis
method will be used because it would analyse information in quicker manner. Probability
sampling technique is chosen to select the participant and in that random sampling technique is
used. The sample size is 30 employees for Morrison.
MAIN FINDINGS
Q1 What are the are the roles of effective communication which affect the
organisational performance?
Frequency
a) Share information about organisational goals 10
b) Encourage employee’s participation in decision 10
c) Helps in reducing conflicts among employees 10
Q2 What are the effective types of communication used by Morrisons at
workplace?
Frequency
a) Oral communication 10
b) Written communication 12
c) Visual communication 8
Q3 What is of Morrison's environment that may or may not affect the
communication?
Frequency
a) Inclusive business environment 15
b) Friendly working environment 6
c) Negative working environment 9
Q4 What are the communication difficulties that actually affect management Frequency
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team of the Morrisons?
a) Increase misunderstanding 9
b) Increase employee turnover 10
c) Decrease number of customers 11
Q5 What are the effective ways that Morrisons could be used for overcoming
difficulties that actually affect management of an organisation?
Frequency
a) Development of proper communication 12
b) Increase employee participation in decision making process 10
c) Provide accurate information to the customers 8
Table 1: The roles of effective communication which affect the organisational performance
Q1 What are the are the roles of effective communication which affect the
organisational performance?
Frequency
a) Share information about organisational goals 10
b) Encourage employee’s participation in decision 10
c) Helps in reducing conflicts among employees 10
Interpretation: From the above accumulated information it is analysed that there are total 30
respondents out of which 10 participant feel that the effective role played by communication is
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sharing of organisational goal can be made in appropriate manner. 10 applicant says that it helps
in encouraging employee to participate in decision making process as communication is the vital
key to encourage employee. The rest 10 employees feel that the effective role of communication
is reducing the conflicts and grievance among the employee. This will help in employee
engagement and integration in more effective manner.
Table 2: Effective types of communication used by Morrisons at workplace
Q2 What are the effective types of communication used by Morrisons at
workplace?
Frequency
a) Oral communication 10
b) Written communication 12
c) Visual communication 8
Interpretation: From the information collected by the participants of Morrison it is being
interpreted that there are different types of communication takes place in the supermarket. 12
participants out of 30 is of the view that the most effective type of communication that is used by
them in workspace is written communication, where information is conveyed using sending
messages via letters, mail, office memos etc. 10 prefers oral communication where the
information is being shared vis mouth and rest 8 says that visual communication is the best
approach to share data in the organisation.
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Table 3: Morrison's environment that may or may not affect the communication
Q3 What is of Morrison's environment that may or may not affect the
communication?
Frequency
a) Inclusive business environment 15
b) Friendly working environment 6
c) Negative working environment 9
Interpretation: From the data it is being interpreted that different employees has dissimilar view
regarding the Morrison's environment that may or may not affect the communication. 15
participants view that inclusive business environment will not affect the communication because
this type of business model seeks to creates value for the organisation. 6 respondent says that
Morrison has friendly working surrounding where all employees are welcomed and equal respect
is given to them and the left out 9 employees says that negative working environment is there
which can affect the communication as sharing of information cannot take place in effective
manner.
Table 4: Communication difficulties that actually affect management team of the Morrisons
Q4 What are the communication difficulties that actually affect management Frequency
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team of the Morrisons?
a) Increase misunderstanding 9
b) Increase employee turnover 10
c) Decrease number of customers 11
Interpretation: The above accumulated information tells about the communication difficulties
that might affect management team of the Morrison while they are sharing valuable information
in the organisation. Out of 30 employees, 9 participants feel that the mangers will face the
difficult of misunderstanding that is increased in recent time. 10 says that the burnout rate in the
company is high which will be problem for the mangers as new employee need to be trained
effectively so that communication from that side is in sound manner. Rest 11 feel that customer
rate is decreased as compared to other supermarket then this will be a difficult for mangers.
Table 5: Effective ways that Morrisons could be used for overcoming difficulties that actually
affect management of an organisation
Q5 What are the effective ways that Morrisons could be used for overcoming
difficulties that actually affect management of an organisation?
Frequency
a) Development of proper communication 12
b) Increase employee participation in decision making process 10
c) Provide accurate information to the customers 8
12

Interpretation: From the above gathered data there are some measures that is being given by the
employee which can be acquired by Morrison’s to overcome from difficulties that actually affect
management of an organisation. 12 participants provide the measures of developing proper
communication skills at each and every level. 10 says employees should be encouraged more to
participate in decision making and the left out 9 applicants prefer accurate information should be
provided to the customer of Morrison.
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CONCLUSIONS, EVALUATIONS AND RECOMMENDATIONS
Conclusion:
From the above gathered information it is being concluded that communication is very
crucial process in exchanging the information within the organisation. If effective
communication cannot take place in the company, then it will affect the overall performance of
organisation. The important information and message sharing is vital for business as to attain
gaols in appropriate manner. From the above gathered data it is also concluded that there are
many role of communication that is helps in improving productivity and performance. Some of
the role of communication which helps Morrison are sharing information that is related to the
organisational goal. This will help in combining the personal and organisational goal so
employees will work according to it. If mangers and leaders has effective communication skill,
then this will help in encouraging the employee to participate in decision making process as well
as assist in boosting their morale. Not only this it is also helps in reducing the conflicts and
grievance that make take place between employees. If the communication between them is good
enough then this will build an environment which is full of trust and loyalty. Therefore, for the
above investigation it is concluded that communication is the key to improve organisation
performance.
Recommendation:
From the investigation it is suggested that company should adopt effective
communication strategy if they want to gain market share and attain their goal. There is various
problem that can be created by ineffective communication which can affect the management
team. Some of them are misunderstanding among employee, increase employee turnover,
decrease customer base. So it is suggested that to overcome from these difficulties many
communication measure can be implemented. The foremost way is developing proper
communication. If organisation will have right line of communication, then each and every
employee know what information need to be share and to whom they will share. This will help
them to reduce the misunderstanding that took place. Another approach is reducing the conflict
among the employee. This will aid them to create an environment which is more friendly. Thus,
these are some suggestion that can be acquired by the companies to solve their communication
barrier.
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REFERNCES
Yunis, M., Tarhini, A. and Kassar, A., 2018. The role of ICT and innovation in enhancing
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Haldorai, A., Ramu, A. and Murugan, S., 2018. Social Aware Cognitive Radio Networks:
Effectiveness of Social Networks as a Strategic Tool for Organizational Business
Management. In Social network analytics for contemporary business organizations (pp.
188-202). IGI Global.
Kamble, S., Gunasekaran, A. and Dhone, N.C., 2020. Industry 4.0 and lean manufacturing
practices for sustainable organisational performance in Indian manufacturing
companies. International Journal of Production Research. 58(5). pp.1319-1337.
Lewis, L., 2019. Organizational change: Creating change through strategic communication.
John Wiley & Sons.
Li, S.A., and et. al, 2018. Organizational contextual features that influence the implementation of
evidence-based practices across healthcare settings: a systematic integrative
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Pearson, C.M. and Mitroff, I.I., 2019. From crisis prone to crisis prepared: A framework for
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Q1 What are the are the roles of effective communication which affect the organisational
performance?
a) Share information about organisational goals
b) Encourage employee’s participation in decision
c) Helps in reducing conflicts among employees
Q2 What are the effective types of communication used by Morrisons at workplace?
a) Verbal communication
b) Written communication
c) Visual communication
Q3 What is of Morrison's environment that may or may not affect the communication?
a) Inclusive business environment
b) Friendly working environment
c) Negative working environment
Q4 What are the communication difficulties that actually affect management team of the
Morrisons?
a) Increase misunderstanding
b) Increase employee turnover
c) Decrease number of customers
Q5 What are the effective ways that Morrisons could be used for overcoming difficulties
that actually affect management of an organisation?
a) Development of proper communication
b) Increase employee participation in decision making process
c) Provide accurate information to the customers
16