ISSN: 2222-6990
Open access
Strategic communication is a form of strategic action that is central for organisational development as it regarded as a major contributor to organisational efficiency. The main purpose of this study is to identify communication patterns used by Keretapi Tanah Melayu Berhad (KTMB), to analyse the relationship between communication patterns and strategic communication as well as to analyse the influence of these patterns on strategic communication. Communication patterns that being analysed are top-down communication, bottom-up communication, horizontal communication, diagonal communication and external communication. Elements of strategic communication that being discussed are communication planning, top management support, targeted messages, selection and use of communication tools, on-going assessment and work culture. The determination of these elements were based on Strategic Communication Model by (Barret, 2002). Barret's model has been modified by adding two more elements namely communication planning and work culture. This study using a content analysis and survey method. A total of 28 complaints about commuter services sent via e-mail by KTMB customers were collected and analysed using a content analysis approach. Then, a survey was conducted on 200 respondents among commuter staffs to identify the communication pattern used and how strategic communication was practiced in KTMB. The findings showed that customers often complaint to KTMB and most of the complaints are related to service management and work culture. At the same time, KTMB was practiced horizontal communication and external communication compared to vertical and diagonal communication patterns in their daily activities. Through correlation analysis, the study found that there is a positive relationship between communication patterns and strategic communication. Meanwhile, regression analysis showed that communication patterns had influence a total of 52.4 percent variance towards strategic communication.
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In-Text Citation: (Mahbob et al., 2022)
To Cite this Article: Mahbob, M. H., Ibrahim, N. A. N., & Hassan, M. S. (2022). The Influence of Communication Patterns on Strategic Communication. International Journal of Academic Research in Business and Social Sciences, 12(10), 3026 – 3039.
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