The Role Of Corporate Communication In Solving Customer Service Problems In The Case Of Ethiopian Telecommunication Corporation

This study was fill attempt to analyze the role of corporate communication ill solving customer servicernproblems in the case of Ethiopian telecoml11unication Corporation. Corporate comllluni cat ion, as an instrumentrnof management, has the task to harmonize all the consc iously used forms of internal and externalrncommun ication , inc lud ing the ir stakcholders Van Riel (199 5: 3).rnCorporate communication connects corporate governance, communication and soc ial integration and 111-rn, eludes in ternalcommunicat ion, public relations and market com munication Zcrfa (2004: 46).rnAccording to Zerfa (2004: 46) modc rn corporate management demands a two-way and strategica llyrnplanned communication based on most advantageous usc of all tools and functions of internal and externalrncomlllunication oC the company.rnTherefo re, ill this paper the resea rcher tried to al1H lyzc the ro le of corporate communicat ion in so lvingrncllstomer service prob lems, in the case of Ethiopian Telecommunication.rnThe goal of this study is to pro pose a solution 1'01' the main customcr service problems, and to definc atrnwhat extent the corporate comllluni cation so lves the problellls that may happen in customer's service onrnth e case orthc Eth io pian Tclecom munieation Corporation.rnThe findings indicated thai the corporate cOlllmunication has a remarkable functions in the overal l acti··rnya tes find ror tile sliccess or policy and strateg ies or the company. Moreover, the Policy, stnllegy and thernperforll1ance of the organization are align with co rporate communication activ ities like in reputat ion,rnident ity, Slake holders relation and co rporate social responsibiliti es, ..rnHowevcr the finding also revi led that Ethi Te lecom Corpo rate communication has short or of us ingrnpl)perly those opportunities thaL occ urred in dirrerent sClling in the company. Also thcre is a scarce ofrntv.'o- way cOlTllll uni ca tion with stakeholders.rnThis resea rch concluded based on the findi ngs orthe study. In the end, recoml1lendat ion is rorward ccl thatrnthe rescarc her think,; to be helprul for the success of corpora te communication activitics in the TelecommuternCompany aswellas countrywide.

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