ABSTRACT
EXAMINING CORPORATE COMMUNICATIONS AS A TOOL FOR CHANGE MANAGEMENT
The
study has its objectives, to examine corporate communication as a tool for
change management-A study of First Bank of Nigeria Plc and Unity Bank Plc. In
addition, the study deepens in analyzing the effect of change management as a
tool to corporate communication. In the banking industry, communication ensures
the cooperation and support required to successfully manage its organization
and implement its change agenda.
The study sketches a conceptional framework of
organizational change and change management and outline the empirical review as
well a theatrical framework of analysis, survey design was used and data were
collected using histogram, mean, and likert scale rating. Hypotheses were
formulated to guide the study and were tested using ANOVA test and reliability
coefficient at 5% level of significance. The result of the two hypotheses
tested using ANOVA and reliability test at 5% level of significance showed that
public relations determine change management within First Bank and Unity Bank.
It went further to show that communication strategy employed by First Bank and
Unity Bank affect management change. The researcher recommends that workshops
and trainings should be given to First Bank of Nigeria Plc staff and Unity Bank
Plc staff to enable them meet up with the challenges facing them.
EXAMINING CORPORATE COMMUNICATIONS AS A TOOL FOR CHANGE MANAGEMENT
(A STUDY OF
FIRST BANK OF NIGERIA PLC AND UNITY BANK PLC)
A PROJECT
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF PROFESSIONALISM
IN CHARTERED INSTITUTE OF ADMINISTRATION
TABLE OF CONTENTS
Title Page …………………………………………………… i
Certification
…………………………………………………… ii
Dedication………………………………………………………iii
Acknowledgements……………………………………………. iv
List of
tables…………………………………………………… v
List of
figures………………………………………………… vi
Table of Contents
………………………………………………vii
Abstract…………………………………………………………x
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of the Study………………………………….. 1
1.2 Statement of Problem……………………………………… 4
1.3 Research Objectives……………………………………….. 5
1.4 Research Hypotheses……………………………………….. 6
1.5 Research Questions…………………………………………. 6
1.6 Significant of Study…………………………………………. 6
1.7 Purpose of Study……………………………………………. 7
1.8 Scope of Study………………………………………………. 7
1.9 Profile of Study Organization……………………………….. 7
1.9.1 First Bank of Nigeria Plc…………………………………….. 7
1.9.2 Unity Bank Plc………………………………………………. 8
1.9.3 Products and Services………………………………………… 10
1.9.4 Commercial Banking………………………………………… 10
1.9.5 Public Sector…………………………………………………. 11
1.9.6 Revenue Collection Services………………………………… 12
1.9.7 Retail Banking………………………………………………. 13
1.9.8 Institutional Banking………………………………………… 14
1.9.9 Trade Finance……………………………………………….. 15
References ………………………………………………………… 19
CHAPTER TWO
2.0 LITERATURE
REVIEW
2.1 Organizational Change ………………………………….. 20
2.1.1. Organizational Change And Change
Management…… 21
2.2 Types
Of Change ………………………………………….. 22
2.3 Change Process…………………………………………….. 25
2.4 Strategic Communication ……………………………… 27
2.5 Communicating Change Strategically………………………. 36
2.6 Change Management Strategy ………………………………. 41
2.7 Public
Relations ……………………………………………… 44
2.7.1 Proactive and
Reactive Public Relations……………………… 48
2.7.1 Proactive and
Reactive Public Relations……………………… 48
2.7.1 Proactive and
Reactive Public Relations………………………. 55
2.10 Theoretical Framework………………………………………. 57
2.10a Shaw’s Theoretical Framework ………………………… 58
2.11 Empirical Studies ………………………………………….. 58
References ………………………………………………….. 62
CHAPTER THREE
RESEARCH
METHODOLOGY
3.1
Research Design…………………………………………… 63
3.1 Area of Study………………………………………………. 63
3.2 Population of Study…………………………………………. 63
3.4 Sample Technique ……………………………………………. 64
3.5 Method of Data Analysis……………………………………. 66
3.6 Instrumentation (Method of Data
Collections)………………. 67
3.7 Validity and Reliability of Instruments
…………………….. 67
CHAPTER FOUR
PRESENTATION OF DATA AND FINDINGS
4.1 Presentation of Data ………………………………………….. 68
4.2
Test of Hypotheses……………………………………………. 89
CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION
5.1 Summary…………………………………………………….. 95
5.2 Recommendations ……………………………………… 96
5.3 Conclusion ………………………………………………… 97
Bibliography………………………………………………… 100
Appendix……………………………………………………. 104
LIST OF TABLES
Table 1: Questionnaire allocated to First Bank branches…… 65
Table 2. Questionnaire
allocated to Unity Bank branches……. 66
Table 3: Questionnaire allocated to first bank and Unity
Bank Customers……………………………………… 66
Table 4 : Analysis of variance …………………………… 94
LIST OF FIGURES
FIGURE 4.1: Respondents. 68
FIGURE 4.12: Marital
Status 69
FIGURE 4.3: Age
Distribution 70
FIGURE 4.5 : Account Status 71
Figure 4.6: Mean responses of
respondents on how public
relation practices is regarded as an organ in
change management within First Bank and
Unity Bank. 74
FIGURE 4.7: Mean
Response of Public Relations Practices
Employed
By First Bank and Unity Bank In
Change
Management 78
FIGURE 4.8: Mean
Responses of Communication Strategy
Employed
By First Bank And Unity Bank. 81
FIGURE 4.9: Mean
Responses of Respondents On Strategic
Communication
Affect of Organizational Change