EFFECT OF TECHNOLOGICAL CHANGE ON ORGANIZATIONAL SUCCESS (A CASE STUDY OF RADIO BENUE, MAKURDI)

This study examines the impact of technological change on organizational success, using Radio Benue, Makurdi, as a case study. The research explores how technological advancements affect operational efficiency, audience engagement, financial performance, and employees' perceptions. A survey method was employed, with questionnaires distributed to employees and management staff, yielding 28 valid responses. Data analysis, including descriptive statistics and hypothesis testing using the Chi-square method, revealed that technology has significantly enhanced operational efficiency and audience engagement. The adoption of advanced broadcasting tools improved workflow, communication, and content quality, while digital platforms and social media integration increased audience interaction and accessibility. However, the study found that technological advancements have not had a statistically significant impact on financial performance, suggesting that other factors, such as market conditions and management strategies, may also play a crucial role. Employees generally perceived technology as beneficial to business operations, particularly in productivity enhancement and smoother workflow. The study concludes that while technological advancements are instrumental in improving operational efficiency and audience engagement, additional revenue-generation strategies are necessary to maximize financial gains. It recommends continuous investment in technology, employee training, audience analytics, and diversified revenue streams to enhance organizational success.