Technology Communication and Firm Performance of Kenya Tea Producers Companies

Abstract

The study sought to examine the role of Technology Communication on performance of Tea Producers companies in Kenya. The study reviewed theoretical and empirical literature relevant to the role of Technology Communication on performance of Tea Producers companies in Kenya. The conceptual framework was discussed to show the relationship between Technology Communication (independent variable) and firm performance (dependent variable). Positivism philosophy guided this study. The study used cross-sectional survey design to establish the role of Information Technology strategic alignment on performance of Tea Producers companies in Kenya. In this study, the target population was identified as tea producer companies that are members of the East Africa Tea Trade Association (EATTA) in Kenya. This choice was made on the premise that these entities are likely to possess pertinent and accurate information relevant to the research. Specifically, the population encompassed all 29 tea producer members of EATTA. Respondents’ population comprised of six top managers from each organization translating to 174 top managers. The sample size was 121 top managers. They were targeted because top managers of organizations mostly handle strategic management issues. Purposive sampling technique was used to select respondents. The study mainly relied on primary data. The study used a questionnaire with diverse set of questions for the respondent to answer. A pilot study was carried out in order to ascertain the validity and reliability of the questionnaire. Descriptive statistics in the form of means and standard deviations were computed on the Technology Communication and performance measurement scales to provide an initial outline of the distribution of the participants' responses. The study concluded that Technology Communication has a positive and statistically significant influence on performance of Tea Producers companies in Kenya. Based on the findings,this study recommends that the management of Tea Producer companies should ensure effectiveness in adopting information technology and using it in governance of their organization. In addition,the management of Tea Producer companies should ensure their employees are well equipped with information technology skills to improve their productivity.