Strategic Communication and Performance of Cell-O Limited Company in Nairobi City County, Kenya

Strategic communication is an essential tool that most organizations are gradually embracing for improved operations and business performance. Cell-o Limited however, has adopted strategic communication but its effects on performance have not been conclusive. Operational inefficiencies, employee dissatisfaction and reduced employee productivity could be a reason for these challenges on performance. The study sought to investigate the influence of strategic communication on performance of Cell-o Limited. The research drew upon multiple theoretical frameworks, including feedback intervention theory, the theory of change, organizational communication theory and Kaplan and Norton’s theory of performance. The study adopted a descriptive research design. The total target population of 307 respondents included employees and management of Cell-o Limited. Using stratified random sampling, a representative sample of 174 respondents was selected. A pilot study involving 10% of the sample was conducted to assess questionnaire effectiveness. Content validity was established through expert review, while construct validity was informed by previous studies. Reliability was confirmed through Cronbach's alpha, with all variables exceeding the 0.7 threshold. Data was analyzed using SPSS version 26. Descriptive statistics revealed that calculated timing (M = 17.99), feedback mechanisms (M = 17.77), and desired effect (M = 14.95) were all positively correlated. The analysis indicated a positive relationship between all three communication dimensions and organizational performance, with desired effect showing the strongest correlation (r = 0.632, p < 0.01), followed by feedback mechanisms (r = 0.571, p < 0.01) and calculated timing (r = 0.439, p < 0.01). Multiple regression analysis confirmed that the three predictors collectively accounted for 86% of the variance in organizational performance (R² = 0.863, F (3,161) = 2575.647, p < 0.001). Each predictor was statistically significant (p < 0.001), with desired effect (β = 0.640) having the highest influence, followed by feedback mechanisms (β = 0.597) and calculated timing (β = 0.532). In conclusion, strategic communication significantly and positively influences performance at Cell-o Limited. The study recommended improvements in communication timeliness, clarity and feedback quality to enhance coordination, employee engagement, and overall performance.