Measuring The Responsiveness of Staffs in using an Organizations Electronic Internal Communication Channels

Abstract

The effectiveness and efficiency of communication is very crucial in ensuring the accomplishment of an organization’s goals. Communication channels play an important role in achieving these goals. The adaptation of the latest and appropriate technology will be of significant value to enhance the effectiveness of internal communication. Due to issues of internal communication efficacy, a preliminary study will be conducted in an organization to find major problems and opportunities. An adaptation of the new Marketing Technology Acceptance Model (MTAM) is used in order to understand and determine the effectiveness of electronic communication channels. This model is applied in developing a set of questionnaires where the questions are adapted or adopted from previous studies. Some of the questions are also customised to suit the requirements of the organization under the current study. There will be more than 80% of 265 respondents for this study. The findings will be used as bases in formulating and developing a mobile application for more effective internal communication within the organization. The findings of this research will also contribute towards the theory and practical refinement of MTAM and communication through mobile applications.