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Effectiveness evaluation of the communication process with employees on the example of the Kaufland Poland branch

Sobol Dorota, Pietrzak Aleksandra

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2021

z. 150

237--253

Purpose: The main purpose of the research was to analyze and evaluate the effectiveness of the communication process with employees on the example of the Kaufland Polska branch located in the Mazowieckie Voivodeship. A complementary goal was to identify the most important managerial tasks and skills in this area. Design/methodology/approach: The article presents a theoretical approach to internal communication based on the literature, while the own research allowed for the analysis and evaluation of this process. The survey method was used, in which the research technique was used in the form of an interview according to the developed questionnaire. Findings: Communication between the manager and employees is two-way and there is feedback, both sides show commitment and show an open attitude to make the process effective. Employees assessed the current internal communication process and the functions performed by the manager in this process very positively, however, they are also able to notice shortcomings related to communication. Research limitations/implications: The study was conducted among all employees of only one branch of Kaufland Polska. An additional limitation was the epidemiological situation in Poland caused by covid-19, which made it impossible to apply an additional research method – a participant observation method that would enrich the results obtained in the main study. Practical implications: In order to improve the internal communication process, the manager should encourage employees to express their opinions and suggestions on topics related to their job position, team communication or observed problems. It is important that the manager cares about the quality and continuous improvement of the communication process and his own interpersonal skills, so that there are as few communication barriers as possible. Originality/value: The communication process should be tailored to the specificity of the organization. It is completely different in a small enterprise than in a large hypermarket chain, where there are teams of employees in various positions, working in shifts, often with customers present and under time pressure. The obtained research results made it possible to assess the current internal communication process, and the application of the formulated guidelines will certainly improve the communication process and increase employee involvement, and ultimately the quality of service and customer satisfaction.