The Influence of Organizational Communication


Purpose - To date, the effective organization communication with employees has long been recognized as the essential tool for developing and maintaining successful human resource management, especially in the service sector. Furthermore, it is also utilized in aligning, motivating and cultivating employees to be in line with the organization culture. Thus, this research was aimed to investigate the impact of organizational communication on service culture of Thai Airways International Public Company limited. The impact of the three types of the organizational communication (downward, upward and horizontal communication), communication obstacles and communication climate on service culture in the airline context were examined. Design/methodology/approach - This study employed the questionnaires as the means in collecting data with the prospect samples of 383 Thai Airways Internationl Public Company Limited front-line service personnel including 249 flight attendants and 134 ground-service personnel. The samples were recruited by purposive sampling and quota sampling by determining the sample proportion according to their job ranks. Finding - Regarding the flight attendant group, the research findings supported downward communication, horizontal communication and communication climate as the prerequisites of service culture as hypothesized. In contrary, only horizontal communication and communication climate were found to significantly influence service culture in the ground-service personnel group. Managerial implications were also discussed. Keywords: The Organizational Communication, Communication Obstacles, Communication Climate and Service Culture

Author Information
Chitpong Ayasanond, Suan Dusit Rajabhat University, Thailand
Jirawat Anuwichanont, Suan Dusit Rajabhat University, Thailand
Nattaphan Kecharananta, Suan Dusit Rajabhat University, Thailand

Paper Information
Conference: ACBPP2014
Stream: Miscellaneous Categories

This paper is part of the ACBPP2014 Conference Proceedings (View)
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Posted by James Alexander Gordon