Harnessing Internal Communication for Enhanced Institutional Performance: Insights from the University of Bertoua, Cameroon
DOI:
https://doi.org/10.54536/ajsde.v5i2.8686Keywords:
Diagonal Communication, Lateral Communication, Organisational Performance, University of Bertoua, Vertical CommunicationAbstract
This paper sought to investigate the effect of internal communication on the performance of the University of Bertoua. The study adopted a quantitative approach using cross-sectional data collected from a sample of 53 respondents conveniently. The data were analyzed in SPSS 20 and in Stata 14, employing both descriptive and inferential statistics specifically ordinary least squares. The findings indicated that vertical communication showed a positive relationship with organizational performance; however, this relationship is not statistically significant, suggesting that communication between supervisors and subordinates does not have a meaningful influence on performance in the institution. Lateral communication, on the other hand, had a positive and statistically significant effect on organizational performance, indicating that improved communication among colleagues at the same level contributes to better performance outcomes. Similarly, diagonal communication showed a positive and significant effect on organizational performance, suggesting that communication across levels and departments plays a crucial role in improving overall organizational performance. From a policy perspective, management should institutionalize structured communication protocols that require supervisors and unit heads to disseminate information at specific intervals and through standardized channels such as official memos, email briefings, and scheduled feedback sessions. In relation to lateral communication, which emerged as the strongest and most consistent form of communication within the institution, the results indicate an already conducive environment of information sharing, collaboration, and mutual respect among colleagues.
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