Volume 9, Issue 4, April – 2024 | Soi Judith Cherono; Dr. Samson Nyang’au Paul; Dr. Tobias Mwalili, PhD
The study examines the role of Technology Communication on the performance of tea producers in Kenya. Using a cross-sectional survey design, the research focuses on members of the East Africa Tea Trade Association (EATTA), with a sample size of 121 top managers. The study employs a questionnaire to gather data and a pilot study to ensure its validity and reliability. The results indicate a positive and statistically significant relationship between Technology Communication and firm performance. The study recommends that tea producer companies should ensure effective adoption and use of information technology in governance and enhance employees' IT skills to improve productivity. The findings highlight the importance of strategic alignment between IT and business strategies for enhancing organizational performance.The study examines the role of Technology Communication on the performance of tea producers in Kenya. Using a cross-sectional survey design, the research focuses on members of the East Africa Tea Trade Association (EATTA), with a sample size of 121 top managers. The study employs a questionnaire to gather data and a pilot study to ensure its validity and reliability. The results indicate a positive and statistically significant relationship between Technology Communication and firm performance. The study recommends that tea producer companies should ensure effective adoption and use of information technology in governance and enhance employees' IT skills to improve productivity. The findings highlight the importance of strategic alignment between IT and business strategies for enhancing organizational performance.