Influence of Transparent Communication on Job Performance Through Employee–Organization Relationship: A Study of Western Balkan Higher Education Institutions During the COVID-19 Period

This study investigates the impact of transparent communication (TRC) on job performance in higher education institutions (HEIs) in the Western Balkans during the COVID-19 pandemic, focusing on the mediating role of the employee–organization relationship (EOR). A quantitative methodology was employed, and an online survey was administered across public and private HEIs, garnering 1,020 responses. Using structural equation modelling, the study reveals that TRC positively influences both EOR and job performance. EOR also enhances job performance. However, the mediation analysis indicates a complex dynamic, with EOR exhibiting a negative mediating effect between TRC and job performance. The findings contribute to organizational communication theory by integrating relationship management theory and social exchange theory, demonstrating how TRC strengthens employee relationships and performance during crises. Practical implications include the importance of fostering open, timely and participative communication to enhance employee engagement and productivity. This research highlights the critical role of internal communication strategies in maintaining organizational resilience, offering insights applicable beyond the higher education sector to other organizations facing crisis-induced challenges.