MEDIATING EFFECT OF CORPORATE REPUTATION ON THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL COMMITMENT

Abstract

A strong reputation gives companies an advantage in a challenging competitive environment and contributes to sustainable success. The signals emitted about activities involving social and environmental awareness strengthen the company's reputation. Another factor that increases the reputation is the employees affiliated with the organization. Based on this, this research aims to investigate the mediating role of corporate reputation in the relationship between corporate social responsibility and organizational commitment. The data were obtained from 162 employees of a privately-owned bank operating in the Turkish Republic of Northern Cyprus. Developed hypotheses were tested by running a structural equation model with AMOS software. The findings show that the bank's reputation and organizational commitment of its employees are positively affected by the signals related to corporate social responsibility activities. The relationship between corporate social responsibility and organizational commitment is mediated by corporate reputation. It contributes to the literature by evaluating the perception of corporate social responsibility from employees’ perspective within the scope of stakeholder theory and understanding the relationship between corporate social responsibility - organizational commitment and the mediation effect of corporate reputation in this relationship by using signal theory.

Keywords

• Corporate Social Responsibility
• Corporate Reputation
• Organizational Commitment

Kurumsal Sosyal Sorumluluk ve Örgütsel Bağlılık İlişkisinde Kurumsal İtibarın Aracılık Etkisi

Abstract

Güçlü bir itibar zorlu rekabet ortamında firmalara avantaj sağlamakta ve sürdürülebilir başarıyı yakalamasına katkıda bulunmaktadır. Sosyal ve çevresel duyarlılık içeren faaliyetlerle ilgili olarak yayılan sinyaller, firmanın itibarını güçlendirmektedir. İtibarı artıran bir diğer unsur ise örgüte bağlı çalışanlardır. Bundan hareketle araştırmamızın amacı, kurumsal sosyal sorumluluk-örgütsel bağlılık ilişkisinde kurumsal itibarın aracılık rolünün araştırılmasıdır. Veriler, Kuzey Kıbrıs Türk Cumhuriyeti’nde faaliyet gösteren özel sermayeli bir bankanın 162 çalışanından oluşan bir örneklemden elde edilmiştir. Geliştirilen hipotezler, AMOS yazılımı ile bir yapısal eşitlik modeli çalıştırılarak test edilmiştir. Bulgular, bankanın kurumsal sosyal sorumluluk faaliyetlerine ilişkin sinyallerle, itibarının ve çalışanlarının örgütsel bağlılıklarının olumlu yönde etkilendiğini ve kurumsal sosyal sorumluluk ile örgütsel bağlılık arasındaki ilişkiye kurumsal itibarın aracılık ettiğini göstermektedir. Kurumsal Sosyal Sorumluluk algısı paydaş teorisi kapsamında çalışanların perspektifinden değerlendirilmekle ve Kurumsal Sosyal Sorumluluk - Örgütsel Bağlılık ilişkisi ile bu ilişkide kurumsal itibarın arabuluculuk etkisinin sinyal teorisinden yararlanılarak anlaşılması yönleri ile literatüre katkı sağlamaktadır.

Keywords

• Kurumsal Sosyal Sorumluluk
• Kurumsal İtibar
• Örgütsel Bağlılık

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