| Summary: | The purpose of this research is to highlight the importance of identifying the communication frequency within the leader-member exchange (LMX) relationship, and to appreciate what the positive or negative effect of a low or high LMX frequency has on this relationship and on staff morale. Management is for the most part responsible for communication frequency and is in a position and has the means to change such frequency or to add additional communication channels. The research was based on a program introduced in a South African retail company three years ago. Data was collected from 64 stores in the Western Cape and the results were statistically analysed on the SPSS16 program. The results clearly supported the hypotheses that, in a low-communication frequency area, an increase in communication frequency has a positive effect on staff morale and that the proximity to head office (or lack of it) does not have a negative effect on staff morale.
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