Factors affecting project communication in a selected retail head office in Cape Town

Abstract

Effective interpersonal communication skills are essential in project management, particularly within industries where performance heavily depends on these abilities. This research investigates project communication challenges, with a specific focus on internal communication issues within a retail head office in the Western Cape, South Africa. It also suggests ways to improve communication to achieve better project outcomes. Here, communication is defined as the transfer of ideas, thoughts, and understanding, where feedback is a critical component. Poor internal communication, often resulting from siloed operations, can lead to confusion, flawed decision-making, and financial losses. This study underscores the need for an integrated communication system to mitigate these issues. To examine these challenges, the research gathered both primary and secondary data. Employees involved in project management activities served as survey respondents, providing insights into communication barriers, tools, feedback mechanisms, and issues with unclear information. The study utilized a mixed-method approach, combining qualitative research—analysing literature on project communication challenges in South Africa's retail market—and quantitative research, in the form of a self-administered questionnaire based on the Likert scale. The study's findings revealed that unprofessionalism, lack of feedback, absence of communication plans, and ambiguous instructions negatively impact project communication within this retail head office. Feedback, it was noted, is essential throughout a project's life-cycle, especially in a retail environment. To improve communication, project managers are encouraged to hold regular meetings with team leaders, send monthly emails highlighting exceptional performance, and promptly address any queries that might hinder project success. Additionally, the research highlights the risks associated with delayed information dissemination, which can lead to financial losses. A recommended solution is to conduct stakeholder analyses to identify relevant stakeholders and distribute project reports regularly. Project coordinators should meet monthly with project managers to align on what information needs to be communicated to different stakeholders. Effective communication is recognized as a foundation for establishing a shared culture, enhancing workplace satisfaction, and achieving organizational goals. The study proposes several strategies for effective communication within project-based environments. Firstly, it emphasizes the importance of clarity by ensuring that project-related information is concise and implementing standard communication protocols to prevent misunderstandings. To avoid information overload, it suggests prioritizing essential content using tools and technologies that streamline communication. To foster a productive communication environment, the study recommends minimizing external noise, setting up dedicated channels for project discussions, and promoting cultural sensitivity to reduce miscommunication due to cultural differences. Additionally, language training and support are suggested to overcome language barriers. The study also underscores the role of technology in enhancing communication, advocating for the use of project management software and collaboration tools for efficient information sharing. Lastly, training in communication skills, such as active listening, empathy, and clarity, is emphasized to improve overall communication effectiveness. Collectively, these strategies contribute to a comprehensive communication framework that supports successful project outcomes.