RELATIONSHIP BETWEEN INTERNAL COMMUNICATION ON EMPLOYEE PERFORMANCE IN RETAIL FIRMS

Internal communication plays a crucial role in enhancing employee performance, particularly in the dynamic and customer-centric environment of retail firms. Effective communication ensures clarity of roles, timely information flow, and alignment of organizational goals with employee actions. This study aims to examine the relationship between internal communication practices and employee performance in retail organizations. A quantitative research design was adopted, and primary data were collected from 150 employees working in various retail firms using a structured questionnaire. Statistical tools such as correlation and regression analysis were applied to evaluate the relationship between variables. The findings reveal a strong positive association between effective internal communication and employee performance, indicating that clear instructions, feedback mechanisms, and open communication channels significantly improve employee efficiency, motivation, and job satisfaction. Furthermore, the study highlights that poor communication leads to misunderstandings, reduced productivity, and employee dissatisfaction. The results suggest that retail firms should invest in robust internal communication systems and training programs to enhance workforce performance. In conclusion, internal communication is a critical determinant of employee effectiveness and organizational success in the retail sector.