The Effect of Hotel Employees’ Corporate Social Responsibility Perception on Affective Commitment and Employer Attractiveness: The Mediating Role of Corporate Reputation

Year 2020, Volume: 4 Issue: 2, 381 - 398, 31.05.2020

Erhan Boğan

https://doi.org/10.29023/alanyaakademik.681164

Abstract

This study aims to examine the mediating role of perceived corporate reputation in the effect of hotel employees' perception of corporate social responsibility (CSR) on affective commitment and employer attractiveness. Data collected from 280 employees’ of three five star hotels which are implementing social responsibility practices in one of Turkey’s major destination, İstanbul. The research model was tested using partial least squares method of structural equation modeling. As a result of the conducted analyzes, it was found that the social responsibility perception of the employees has a positive effect on the corporate reputation. Employees' perception of corporate reputation has a positive effect on both affective commitment and employer attractiveness. Last but not least, corporate reputation plays a partial mediation role in the relation between perceived CSR and employer attractiveness, however its mediating role in the relation between perceived CSR and affective commitment is not supported. In line with the findings, suggestions have been developed for the practitioners.

Keywords

Corporate social responsibility perception, corporate reputation, affective commitment, employer attractiveness

Otel Çalışanlarının Kurumsal Sosyal Sorumluluk Algısının İşveren Çekiciliği ve Duygusal Bağlılık Üzerine Etkisi: Kurumsal İtibarın Aracılık Rolü

Abstract

Bu çalışmanın amacı, otel çalışanlarının kurumsal sosyal sorumluluk (KSS) algısının duygusal bağlılık ve işveren çekiciliği üzerine etkisinde algılanan kurumsal itibarın aracılık rolünü incelemektir. Veriler, Türkiye’nin en önemli destinasyonlarından biri olan İstanbul bölgesinde sosyal sorumluluk faaliyetlerinde bulunan beş yıldızlı üç otel işletmesinde çalışan 280 kişiden toplanmıştır. Araştırma modeli yapısal eşitlik modellemesinin kısmi en küçük kareler yöntemi kullanılarak test edilmiştir. Yapılan analizler sonucunda, çalışanların KSS algısının kurumsal itibar üzerine pozitif bir etki oluşturduğu belirlenmiştir. Çalışanların kurumsal itibar algısının hem duygusal bağlılık hem de işveren çekiciliği üzerine pozitif bir etki oluşturduğu belirlenmiştir. Son olarak kurumsal itibar algısı, algılanan KSS işveren çekiciliğinde kısmi aracılık rolüne sahipken; algılanan KSS ve duygusal bağlılık ilişkisinde aracılık rolü desteklenmemiştir. Elde edilen bulgular doğrultusunda uygulamacılara yönelik öneriler geliştirilmiştir.

Keywords

kurumsal sosyal sorumluluk algısı, algılanan kurumsal itibar, duygusal bağlılık, işveren çekiciliği, duygusal bağlılık.

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