Research Proposal: Impact of Digital Communication on Performance

This research proposal investigates the impact of digital communication on organisational performance within the context of the finance industry, specifically insurance companies. The study aims to identify the importance of communication in organisational activities and analyze the relationship between organisational communication and customer relationship management. The literature review explores the role of communication in fostering customer satisfaction, organisational performance, and employee wellbeing. The research design employs a positivism philosophy and a deductive approach, utilizing a descriptive research design to explore the relationship between organisational communication and performance. Data will be collected through surveys of employees, employing a probable random sampling technique with a sample size of 50 employees. The study acknowledges limitations in relying solely on primary quantitative data and suggests the inclusion of managerial perspectives for a comprehensive outcome. The proposal concludes by highlighting the significance of effective communication in enhancing organisational performance and customer satisfaction.

Running Head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Name of the Student:
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Table of Contents
Problem statement...........................................................................................................................2
Description of the research problem............................................................................................2
Research objectives.....................................................................................................................3
Research questions.......................................................................................................................3
Literature review..............................................................................................................................3
Introduction..................................................................................................................................3
Organisational communication....................................................................................................4
Communication on customer satisfaction....................................................................................5
Conclusion...................................................................................................................................6
Research design...............................................................................................................................6
Choice of methodology................................................................................................................6
Research instruments...................................................................................................................7
Sampling techniques and size......................................................................................................7
Data collection approach.............................................................................................................7
Limitation of the research............................................................................................................8
Reference.........................................................................................................................................9

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Research topic: Impact of digital communication in organisational performance
Problem statement
Communication in finance industry is a significant aspect that the insurance companies
are practicing in order to maximise its customers. Therefore, using decisive communication
channel to provide quality services to the customers is always considered to be an important
aspect for the insurance companies in order to survive in the competitive market. Apart from that
communication inside the organisational department further requires speculation into the
relationship between communication and organisational performance. It is essential for the
business organisation to harness a good understanding between different departments of an
organisation and carries out a steady communication framework with the customers. In the
process, establishing a strong customer confidence backed by the good organisational
communication is definitely referred as a strategic advantage for the companies.
Description of the research problem
Communication in organisation is considered to be an important aspect that the
organisation should follow. An effective communication within the organisation paves the way
for creating transparent requirements and expectation of the organisation from its employees.
Having no connection between the organisational needs and operations of the staffs will
definitely reduce the efficacy of the organisation to provide quality service to the customers
(Martynenko, 2015). As a result of that inter-organisational communication affects the customer
service directly as the employees fail to identify the requirements and responsibility that they
should maintain.

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Research objectives
I. To identify the importance of communication in organisational activity.
II. To analyse the relationship between organisational communication and customer
relationship management.
Research questions
a. How far organisational communication influences organisational activity?
b. What are the key features that proves relationship between organisational communication
and customer relationship management?
c. How far effective organisational communication determines the organisational
performance?
Literature review
Introduction
This literature is going to discuss the role of the organisational communication and its
relation with the customer satisfaction. In this regard, this literature review is trying to establish
the relationship based on the theoretical perspectives that the empirical studies have identified in
the peer journals and articles. Moreover, the importance of organisational communication in
performance build up and its link with the customer satisfaction perspective is also considered to
be an important aspect that this literature review is going to highlight. Therefore, this literature
review carries out a significant role in evaluating and researching the topic.

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Organisational communication
Communication in organisation is identified as one of the important aspect that the
business companies has to focus in order to make a good organisational performance. According
to Stachova, Stacho and Vicen (2017) it can be stated that communication in general sense brings
good and amicable relations between two or more than two person. Sharing vision and
transmitting knowledge and experience has immense impact on the developing skills and
abilities. This optimist approach of communication can also be relevant in the context of
organisational development. From the research of Huong, Zheng and Fujimoto (2016) it can be
derived that business communication is accompanied with the notion of innovative process in
organisation. In response to this, Dupe (2015) articulated that knowledge sharing is identified as
the most important part for the business organisations in order to usher more efficacies in
business practice. In other words, Webster and McNabb (2016) directly linked the organisational
communication practice with the performance enhancement program. Based on this
understanding, it can be stated that business communication is a tool of knowledge sharing.
Internal communication and organisational knowledge are part and parcel of the business
companies in accordance with sustaining business in a highly competitive business environment.
The article of Maduenyi et al. (2015) further highlighted the importance of
communication in business from a different perspective. Based on the research of Bowman
(2015) it can be stated that there is a close affinity between the role of the organisational
communication and the employee wellbeing practices. As a matter of fact, this employee
wellbeing will provide a definite enhancement in proficiency of the organisation to a great
extent. Therefore, it is essential for the business organisations to focus on the effective
communication practice and ensuring fluency in organisational activities. In addition to this,

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Norouzi et al. (2015) opined that the role of the organisational communication is also resembled
with the practice of briefing the aims and objectives of the organisation to the employees. As a
result of that they can acknowledge their responsibilities and the expectation that the company is
vested on them. It facilitates an effective and efficient mechanism for the enterprise to
incorporate the employees into the organisational fold by maintaining a good communication and
building up confidence of the staffs.
Communication on customer satisfaction
Communication in organisation is also associated with the purpose of maximising the
customer satisfaction. In this regard, there are two specific modes of communication that directly
or indirectly shape the customer needs (Adikaram & Khatibi, 2016). Based on the research of
Clarke (2016) customer relationship management is directly and intricately met the needs of the
customers. Providing quality service to the customers can generate a positive image of the
organisation to ensure the success of the organisation. Direct interaction with the customers is
definitely an effective process that the business companies should follow (Wali & Wright, 2016).
Nevertheless, based on the research of Vernuccio and Ceccotti (2015) it can be argued that
providing customers ample space to ventilate their problems and requirements is also a credible
aspect for the companies to win over the customers’ expectation. The feedback practice is
definitely a crucial part for the companies to analyse their effectiveness. It harnesses a great
relationship between the customers and the company and fosters a strong customer base that
encourages the performance enhancement of the company (McLean & Wilson, 2016). Moreover,
Balmer and Chen (2017) supported the fact by arguing that the customer relationship
management is adopted by most of the leading business companies not only for maximising
customers but a sustainable business practice for the near future is also attached with the

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organisational practice. However, a pertinent question can be erected by finding out the root of
success in delivering quality services. In this context the indirect impact of organisational
communication plays a pivotal role. For instance, the article of Melewar et al. (2017) confirmed
that organisational performance is the major reason behind offering better service and meet the
satisfaction criteria of the customers. As a result of that it is pertinent for the business
organisations to set a good communication practice within the organisation and ensure a positive
and reputed brand value of the company.
Conclusion
Based on the literature review, it can be stated that both the organisational
communication and the communication based on customer satisfaction are entitled to enhance
the organisational performance to a great extent. Moreover, direct communication with the
customers is also incorporated into the organisational communication and can be treated as an
important part in establishing effective organisational communication framework. In relation to
this, creating a better organisational performance through focusing on the needs of the customers
and blending it with the efficient inter-organisational communication system is also delivered
through the research. Therefore, it becomes a pivotal aspect for this literature review to support
the research findings and guides the research to get justified results.
Research design
Choice of methodology
This research is going to opt for the positivism research philosophy as the positivism
philosophy supports the scientific techniques linking with the theories and models. The topic of
this research requires a number of theoretical perception that positivism research philosophy can

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provide. Apart from that the research approach of this research will follow the deductive measure
in order to scrutinising the available models and theories for gathering justification for the
research outcome. Apart from that the research design will be associated with the descriptive
research design that is relevant to explore the relationship between organisational
communication and the performance measure.
Research instruments
As far as the research strategy is concerned, survey will be identified as the best practice
for this research. It will help the research to collect data from the employees of that insurance
company. One of the major reason behind choosing the survey of employees of an insurance
company is to set an in-depth analysis into the relationship between organisational
communication and the performance.
Sampling techniques and size
Probable random sampling technique will be followed in order to set no such criteria for
the employees to participate into the survey. Henceforth, not more than 50 employees will be
surveyed with the help of close ended questionnaires that will help to bring clear insights into the
research topic.
Data collection approach
As the research is going to choose interview as the mode of research instrument,
therefore the data collection method will be based on the primary research. Moreover, it is also
important to know that the data analysis technique will be associated with the quantitative
interview with open ended questionnaire.

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Limitation of the research
Using the primary quantitative method is not enough for this research to understand the
relationship between organisational communication and performance. The responses of the
employees partially elucidate the link between organisational communication and performance.
Therefore, opinion of the managers and executives is also required in order to get an effective
and sound research outcome.

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Reference
Adikaram, C. N. K., & Khatibi, A. (2016). The relationship between customer relationship
management and customer satisfaction: A study on private higher education institutions
in Sri Lanka. International Journal of arts and Commerce, 5(2), 69-95.
Balmer, J. M., & Chen, W. (2017). Corporate heritage brands, augmented role identity and
customer satisfaction. European Journal of Marketing, 51(9/10), 1510-1521.
Bowman, S. (2015). Visual Communication and Organisational Change: Interdisciplinary
Approaches Linking arts, Communications and Management.
Clarke, E. (2016). Communication and trust: the effect of organisational commitment and change
process perceptions on change attitudes.
Dupe, A. A. (2015). Organisational Communication, The Panacea For Improved Labour
Relations. Studies in Business and Economics, 10(2), 5-16.
Huong, L., Zheng, C., & Fujimoto, Y. (2016). Inclusion, organisational justice and employee
well-being. International Journal of Manpower, 37(6), 945-964.
Maduenyi, S., Oke, A. O., Fadeyi, O., & Ajagbe, A. M. (2015). Impact of organisational
structure on organisational performance.
Martynenko, M. (2015). Formation of organisational knowledge in Ukrainian enterprises on the
basis of internal communications. Economics & Sociology, 8(1), 88.
McLean, G., & Wilson, A. (2016). Evolving the online customer experience… is there a role for
online customer support?. Computers in Human Behavior, 60, 602-610.

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Melewar, T. C., Foroudi, P., Gupta, S., Kitchen, P. J., & Foroudi, M. M. (2017). Integrating
identity, strategy and communications for trust, loyalty and commitment. European
Journal of Marketing, 51(3), 572-604.
Norouzi, N., Shabak, M., Embi, M. R. B., & Khan, T. H. (2015). The architect, the client and
effective communication in architectural design practice. Procedia-Social and Behavioral
Sciences, 172, 635-642.
Stachova, K., Stacho, Z., & Vicen, V. (2017). Efficient involvement of human resources in
innovations through effective communication. Business: Theory and Practice, 18, 33.
Vernuccio, M., & Ceccotti, F. (2015). Strategic and organisational challenges in the integrated
marketing communication paradigm shift: A holistic vision. European Management
Journal, 33(6), 438-449.
Wali, A. F., & Wright, L. T. (2016). Customer relationship management and service quality:
Influences in higher education. Journal of Customer Behaviour, 15(1), 67-79.
Webster, M., & McNabb, D. (2016). New public management and information communication
technology: Organisational influences on frontline child protection practice. Aotearoa
New Zealand Social Work, 28(2), 51-63.