Abstract:
This study investigates the directions and strengths of the relationships among Media based internal communications and affective commitment to strategy implementation in Bank Sepah. This is a descriptive, applied research and Mixed quantitative and qualitative methods were used to collect data. Firstly focus group interviews were used to identify the factors of media effecting affective commitment and generating items for the development of a questionnaire. Secondly the questionnaire was used for data gathering and finally a model for the effects of media on affective commitment to strategy implementation was developed by the help of Structural Equation Model (SEM). Structural equation models were used to validate the measure and test the proposed relationships. 450 questionnaires were distributed among the employees of bank Sepah with more than 5 years’ experience and ultimately 410 questionnaires were returned. Findings of this study indicate that media based training, explication of strategy, feedback from employees, appraising favorable behavior and advertisements have positive effect on affective commitment to strategy implementation.
Machine summary:
Secondly the questionnaire was used for data gathering and finally a model for the effects of media on affective commitment to strategy implementation was developed by the help of Structural Equation Model (SEM).
Findings of this study indicate that media based training, explication of strategy, feedback from employees, appraising favorable behavior and advertisements have positive effect on affective commitment to strategy implementation .
com69 Ali Adousi, Ali Akbar Farhangi, Tahmoures Hasangholipour, Reza Najafbeigi Introduction Studies suggest that strategic management, particularly in dynamic business environments, may contribute to company success, not by providing exact plans, but instead by involving personnel, increasing understanding about strategy and hence enabling strategy implementation (Kohtamäki, Rönkkö, Kraus, & Makela, 2012).
On the other hand researches show that one of the most important factors for overcoming obstacles and achieving success is commitment to strategy implementation (Johansson & Svensson, 2017; Mbaka & Mugambi, 2014; Zijm, Bos, & Jonker, 2016; Okumus, 2003).
On the other hand, internal communication proved to be a very important and effective tool for increasing strategic clarity and commitment to strategy implementation.
The findings of the study revealed that internal strategy corporate communication (ISCC) was preferred by the employees at the case company, it corresponded to their needs and it contributed to their affective commitment.
To design the model of the impacts of media on affective commitment to strategy implementation, firstly we used focus group interviews to overcome the inadequacies of available literature and develop measures on the basis of a systematic approach.