ROLE OF BUSINESS COMMUNICATION IN DECISION MAKING PROCESS: EVIDENCE FROM AIRTEL NIGERIA

Abstract

Communication plays a vital role in the fulfilment of all marketing objectives, hence,
understanding communication is essential since it is the basic process through which managers
specifically and organizations in their entirety accomplish their set objectives culminating in their
success. Today communication is an interactive dialogue between the company and its customers
that takes place in all the stages of business; that is pre-selling, selling, consuming and post
consuming. The study examines the effect of business communication in decision making process
(evidence from Airtel Nigeria). A structured questionnaire was used to collect data from a sample
of seventy eight (78) employees and agents/dealers of the Airtel Nigeria in Niger State. Data
collected were analyzed using Statistical Package for Social Sciences (SPSS) software version
20.0. Hypotheses were tested using multiple regression analysis. The findings reveal that the four
independent variables (modern communication technologies, communication methods,
communication skills, proficiency of communication system) have significant relationship with
decision making process in Airtel, Nigeria. Therefore, emphasis on communication and its related
elements is very important for every organisation towards ensuring that its primary objective of
making profit and increasing wealth and satisfaction of shareholders is attained. The study
therefore recommends that business communication should be maintained and developed from
four different perspectives; which are Modern Communication Technologies, Communication
Methods, Communication skills and Proficiency of Communication System.