University of Twente Student Theses


How do you like IT?: employees’ channel behaviour in a multinational environment

Breuls, A.M.W. (2011) How do you like IT?: employees’ channel behaviour in a multinational environment.

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Abstract:Effective communication is only possible when the intended audience receives the message. Therefore, insight into people’s channel choices and ultimately their usage of these channels is crucial in order to decide which channel to employ when sending a message. So far, theoretical and empirical research has (mainly) focused on the determinants (factors) that affect the choices for and usage of communication channels. Little to no attention has been given to the specific types of messages or the effectiveness of different channels in conveying those messages. This thesis was written to get a better insight into the most effective communication channels within DSM, and to determine whether the content of a message should be considered when choosing a communication channel. Next to the evaluation of different theories by means of a literature study, an attempt has been made to revalidating previous research by carrying out both quantitative and qualitative research. Both questionnaires and interviews have been conducted to gather data. In total 213 respondents have filled out the questionnaire, 22 interviewees have been conducted. De overarching research question that was formulated for this thesis is “Which communication channels are most effective for communicating a message?” Research results show that during the weekend most people prefer either NO communication or communication via phone. Respondents indicate that receiving a text message or phone call is the only way to ensure (correct) action. This makes the telephone the most effective channel for communication during the weekend. During the week, respondent indicate that the best way to contact them is via email. However, this is not necessarily also the most effective channel because receiving an email does not automatically imply that the message will also be read. Respondents indicated that the decision to read an email is linked to the email address the message comes from, the subject line and the format (template) of the message. Based on the research results, several recommendations can be given in order to improve the current communication strategy. - Remove communication templates - Limit email communication to urgent messages - Make sure that the subject line provides the reader with an insight into the content in a glance. - Create distribution lists that can be used for one-to-many text messages - Open up YouTube1 - Organise knowledge sessions/better positioning of DICT portfolio (manuals, quick reference cards, E-learnings and contact details helpdesk) If these recommendations are taken into consideration, the DICT Communication Office can improve the readability of their communication. For DSM in general, application of the above mentioned recommendations can lead to a higher employee satisfaction rate in 2011.
Item Type:Essay (Master)
DSM, ICT department
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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