Algılanan Kurumsal İmajın Yöneticilerin Bazı Tutum ve Davranışlarına Etkisi

Son yıllarda kurumsal imaj sadece pazarlama sektörü için değil, insan kaynaklarıyönetimi İKY açısından da önem arz eden konulardan biri olmuştur. Algılanan kurumsal imaj, örgüt dışındakilerin örgütü nasıl gördüklerine dair çalışanların zihinlerinde oluşan algılardan oluşmaktadır. Örgüt üyeleri, örgüt dışındakileri tarafından sosyal onay alan ve olumlu imaj ve prestije sahip örgütlerde daha çok çalışmak isterler. Bu özellikteki örgüte karşıçalışanlar örgütle daha çok bütünleşme kuracaklar ve örgüt üyeliği onlar için daha anlamlıhale gelebilecektir. Bu araştırmada, algılanan kurumsal imajın, iştatmini, duygusal bağlılık ve örgütsel vatandaşlık davranışına etkisi incelenmiştir. Araştırmanın örneklemini; tekstil, gıda ve otomotiv sektöründe orta ve alt kademe yönetici olarak çalışan 200 yönetici oluşturmaktadır. Araştırma sonucunda algılanan kurumsal imajın iştatmini, duygusal bağlılık ve örgütsel vatandaşlık davranışınıetkilediği görülmüştür. Çalışanlarda zihninde oluşan imaj algısı, işlerine karşıdaha olumlu tutumlar içinde olmalarına iştatmini , kendilerini örgütün bir parçasıolarak ifade etmesine duygusal bağlılık ve iştanımlarında yer almayan bir takım gönüllü davranışlar ÖVD sergilemesine yol açmakta olduğunu söylenebilir. Kurumsal imajın, bu tutum ve davranışlardan özellikle iştatminini ve duygusal bağlılığı, ÖVD’ye nazaran daha çok etkilediği görülmektedir. Algılanan kurumsal imajla söz konusu değişkenler arasındaki ilişki, düşük seviyede olmakla beraber anlamlıdır. Ancak, araştırmaya konu yöneticilerin çalıştıklarısektör açısından algıladıklarıkurumsal imaj anlamlıseviyede farklılaşmamaktadır. Araştırmanın bulguları ışığında, radikal değişim ve dönüşümlerin yaşandığıgünümüz işhayatında, çalışanların kendilerini örgütleriyle beraber ifade etmeleri, ya da örgütüye bütünleşmesi, işortamında önemli bir mekanizma olmaya devam ettiği ifade edilebilir. Bu durum aynızamanda çalışanların kendilerini çalıştıklarıörgütün bir parçasıolarak görme arzusunda olduklarını, bir takım sosyal ihtiyaçların işortamında hala geçerliliğini koruduğunu göstermektedir.

Perceived external image has been defined as employees’ beliefs about how outsiders judge the status and image of their organization Mael and Ashforth, 1992 . This perceived external image may have an impact on organizational members, because it is reflecting the social value assigned by employees to their employer’s identity. Recent researches have underlined the importance of understanding the influence of perceived organizational image on its members. Although progress has been made in understanding how perceived external image relates to workplace outcomes, studies about the effect of perceived organizational image on work attitudes and behaviors of managers are very limited in both Turkey and abroad. To our knowledge, there are only several studies that focus impact of perceived organizational image on individual outcomes such as affective organizational commitment, organizational citizenship behaviors, organizational identification, and job satisfaction Smidts et al., 2001; Herrbach and Mignonac, 2004; Carmeli, 2005 . The present study aims to extend the above line of research by examining the impact of perceived organizational image on managers’ job satisfaction, affective commitment, and organizational citizenship behavior in the context of Turkey. Hence, this study can contribute to the growing literature by testing the link between perceived organizational image and important individual outcomes. Jobs satisfaction is defined as an employee’s overall affective state resulting from an approval of all aspects of his job Lock, 1976 . An employee’s level of satisfaction toward his job varies with specific aspects of the job, including the nature of the work, pay, promotion, coworkers, and organizational context procedures, working condition . Carmeli and Freund 2002 ; Herrbach and Mignonac 2004 observed that perceived organizational image is related to job satisfaction. Organizational commitment is defined as a psychological state characterizing an employee’s relationship with the organization that has implications for the employee’s decision to remain or leave the organization Meyer & Allen, 1997 . The affective commitment is emotional attachment due to positive emotions about the organization Allen and Meyer, 1990 . It was found that there is a positive relation between affective commitment and perceived organizational image Carmeli and Freund, 2002; Herrbach and Mignonac, 2004 . Organizational citizenship behavior OCB is defined as “individual behavior that is discretionary, not directly or explicitly recognized by the formal reward system, and is the aggregate promotes the effective functioning of the organization” Organ, 1988: 5 . There is no clear consensus within the literature about the dimensions of OCB. Organ has introduced five components of OCB: altruism e.g., helping behaviors directed specific individual , conscientiousness e.g., efficient use of time and going beyond minimal role requirements , sportsmanship e.g., tolerating the inevitable inconveniences of work without complaining , courtesy e.g., informing other to prevent the occurrence of work-related problems , and civic virtue e.g., participating in the life of company .OCB are important for organizational efficiency, effectiveness, innovation, and adaptability within diverse organizations Cohen and Vigoda, 2000 . According to the result of a research conducted by Carmeli and Freund 2002 , there is a significant relation between OCB and perceived organizational image. Based on some empirical evidence Smidts et al., 2001; Herrbach and Mignonac, 2004; Carmeli, 2005 , we developed and tested following hypotheses in this study. H1: Perceived organizational image of the respondents differs significantly according to sectors in which they work. H2: Perceived organizational image is positively and significantly related with extrinsic job satisfaction H3: Perceived organizational image is positively and significantly related with emotional commitment H4: Perceived organizational image is positively and significantly related with organizational citizenship behavior The study sample was made up of 200 middle and low level managers working in textile, food and automotive sectors in Istanbul, Turkey. The respondents were selected randomly. The research questionnaires were distributed to the respondents by pollsters. Of the 200 questionnaire, 165 were returned, response rate of 82,5 percent. Among the participants, 15.3 percent 23 had high school degree, 72 percent 108 were undergraduate, and 12.6 percent 19 were graduate. Most of the participants were male 65.3 percent . Various measures were used in the present study. The perceived organizational image was measured by a 7-item scale adapted from Mael and Ashforth 1992 . This measure was adapted to Turkish by researchers according to the method of Bristlin et al. 1973 . Job satisfaction was measured by a 6-item extrinsic satisfaction scale of Weiss et. al 1997 . A 6-item scale of Meyer and Allen 1990 was used to measure affective commitment of the managers. In order to measure organizational citizenship behavior, we used a 22-item scale which developed by Organ and Konovsky 1989 ; Williams and Anderson 1991 . Internal consistency reliabilities Cronbach’s alpha coefficient of the measures which were used in the present study were satisfying according to 0.7 criterion. We have conducted Pearson correlation, ANOVA and regression analyses to test the research hypotheses. The result of ANOVA revealed that perceived organizational image of the managers did not vary significantly according to sectors in which they work. Hence, the H1 was rejected. On the other hand, the other hypotheses, H2, H3, and H4 are supported according to results of both Pearson correlation and regression analyses. The findings showed that perceived organizational image affected job satisfaction, affective commitment and organizational citizenships behavior. The relation between the perceived organizational image and the other variables was low, but significant. The findings of the study support the mounting body of evidence pointing to the idea that perceived organizational image may affect mangers’ workplace behaviors and attitudes outcomes such as affective organizational commitment, organizational citizenship behaviors, and job satisfaction. Our research provides support that internal and external factors of organizational affect each other. How external costumers see an organization may influence some attitudes and behaviors of organization members. Hence, employers should take into consideration that by fostering their company image; they enhance job satisfaction, commitment, and organizational citizenship behaviors of internal members of organization. Several limitations suggest that the research be viewed cautiously. First, common method bias is always an issue in survey research due to gathering data from single respondent. Second limitation of the study was that it was a cross-sectional one. The study was conducted in only one part of Turkey, Istanbul. Also, we have targeted managers white collar employees as study sample. Conducting future research using a longitudinal design and including blue collar employees and companies which operates in different sectors and places might contribute to the generalizability study results.