Impact of business communication on the performance of small-scale business: A case study of Qualicoff (U) Ltd

Abstract

Business communication is one of the most important aspects in relation to the performance and growth of a SMEs. Many SMEs rely on effective communication with both customers and employees to improve profits, product turnover and employee turnover. Effective business communication is how employees and management interact to reach organizational goals. Its purpose is to improve organizational practices and reduce errors. Ineffective communication normally leads to mismanagement of the business and undesirable business results for example low sales etc. This study aims to examine the impact of business communication on the performance of small scale business in Qualicoff (U) ltd. The study employed cross sectional descriptive survey utilizing simple random sampling and purposive sampling technique that consisted of both probability and non-probability sampling methods. Data was collected by means of structured questionnaires that were administered to 150 Qualicoff officials at their main offices located at Bulogobi and out of the 150 officials 100 of them participated in the study. The data retrieved was subjected to univariate, bivariate and multivariate analysis with the aid of SPSS. Findings revealed that Effective communication plays a key role in supporting the success of the organization. The value of effective communication is in enabling staff to understand the organization’s goals and how- they are involved in delivering them. The findings indicated that well- informed and involved staffs feel more valued by the organization and provide better value for service to customers but however it should also be noted that not all staff is involved in the decision making because naturally humans like hierarchies of power therefore decisions are taken at a top level by managers in Qualicoff (U) Ltd. The study recommended that development of a more effective communication system at the foundation heavily depends on the efforts of the management, allow every employee to get involved in communicate on process to improve productivity which makes employees feel that they belong to the organization thus they are valued and introduce a feedback mechanism because it is the only way to measure the success of effective communication system. The results of our analysis further advocated the improve of polices about communication in Qualicoff (U) Ltd, government organizations and other small-scale enterprises dealing in coffee exportation in order to reach their desirable organization goals.