تدوین الگوی سه سطحی راهبردی شهروندی شرکتی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
سازمان ها برای استمرار حیات در محیط پویای امروزی باید از ابزارها و روش ها برای ایجاد مزیت رقابتی و ارزش افزوده به منظور جذب و حفظ مشتری بهره گیرند. با پیچیده شدن روزافزون سازمان ها و افزایش کارهای غیراخلاقی و غیرقانونی در محیط های کسب وکار، اهمیت توجه به اخلاق در کسب وکار ضروری است. از این رو، یکی از ابزارهای اساسی، درک شهروندی شرکتی است. بنابراین، هدف این پژوهش دستیابی به الگوی پیامدهای سه سطحی برای شهروندی اشخاص، سازمان و جامعه است. این پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی است. جامعه آماری پژوهش شامل کلیه مدیران شرکت های فعال در صنعت مواد غذایی در استان قم بوده که با روش نمونه گیری در دسترس، 400 نمونه جمع آوری شد. ابزار اصلی جهت گردآوری داده ها، پرسشنامه است. برای بررسی و تأیید روایی پرسشنامه پژوهش حاضر روایی محتوا، روایی سازه و روایی همگرا بررسی شد. جهت بررسی پایایی پرسشنامه از ضریب آلفای کرونباخ استفاده شده است. برای تجزیه و تحلیل داده ها از نرم افزارهای اس. پی. اس. اس و لیزرل استفاده شد. نتایج پژوهش نشان می دهد که شهروندی شرکتی در سطح فردی بر خوداثربخشی شغلی، تعهد عاطفی سازمانی، هویت سازمانی، وفاداری مشتریان، اعتماد به برند، تبلیغات توصیه ای و در سطح جامعه بر سرمایه اجتماعی تأثیر مثبت و معناداری دارند؛ همچنین، در نهایت تأثیر غیرمستقیم خوداثربخشی شغلی و تعهد عاطفی سازمانی بر عملکرد تجاری مورد تأیید قرار گرفت.Developing a three-level corporate citizenship strategy pattern
Introduction : To survive in today’s dynamic environment, organizations should utilize all tools and methods to create competitive advantage and added value to attract and retain customers. Also, today, the increasing complexity of organizations and the increase of immoral and illegal activities in business environments have necessitated the importance of paying attention to business ethics. Therefore, one of the basic tools is to understand corporate citizenship dealing more with business ethics issues. Therefore, the purpose of this study is to provide a three-level model (individual, organization, and society) of corporate citizenship consequences.
Methodology: This research is applied in terms of purpose and descriptive in terms of research method. The statistical population of the research includes senior managers of companies active in the food industry in Qom province. To determine the sample size, the model provided by Klein in 2005 was used. According to the number of research questions, which is 53 questions. To obtain a comprehensive sample of the statistical population, 400 questionnaires were collected in the form of face-to-face questionnaires using the available sampling method. To validate the content, several questionnaires were distributed among 10 university professors and experts, and the reasonableness, comprehensibility of the questions, and appropriateness of the variables were ensured. Cronbach's alpha coefficient was used to check the reliability of the questionnaire. This coefficient was calculated separately for each research variable. To check the research data and test the hypotheses, SPS and Lisrel statistical software have been used.
Results and Discussion: In this research, the model of three-level consequences (individual, organization, and society) of corporate citizenship was presented. The result of the first research hypothesis states that corporate citizenship has a significant effect on job self-efficacy. The result of this hypothesis is consistent with the findings of Chen and Lin and Lubers et al. The result of the second research hypothesis states that corporate citizenship has a significant effect on organizational emotional commitment. This hypothesis is consistent with the findings of Magnan et al. Koska and Zarkada and Rigo et al. Corporate citizenship has a significant impact on organizational identity. This hypothesis is consistent with the findings of Evans and Davins and Tsai et al. The fourth hypothesis of the research states that corporate citizenship has a significant effect on customer loyalty. The result of this hypothesis is consistent with the findings of Magnan et al and Koska and Zarkada. The fifth hypothesis of the research states that corporate citizenship has a significant effect on brand trust. The result of this hypothesis is consistent with the findings of Tsai et al. The sixth hypothesis of the research states that corporate citizenship has a significant effect on word-of-mouth advertising. The result of this hypothesis is consistent with the findings of Dutton et al. and Magnan and Ferrell The result of the seventh hypothesis of the research states that corporate citizenship has a significant effect on business performance, but this hypothesis was not confirmed. The result of this hypothesis is not consistent with the findings of Magnan et al. Wang and Mishra and Modi The eighth research hypothesis states that corporate citizenship has a significant effect on compensation. The result of this hypothesis is consistent with the findings of Sweeney et al. and Park and Campbell. The ninth hypothesis of the research states that job self-efficacy has a significant effect on business performance. The result of this hypothesis is consistent with the findings of Chen and Lin and Groza and Groza. The tenth research hypothesis states that organizational emotional commitment has a significant effect on business performance. The result of this hypothesis is consistent with the findings of Kim and Bremer, De Kopier and De Witte Wang, and Ziamtwick and Dink. The eleventh hypothesis of the research states that organizational identity has a significant effect on business performance, this hypothesis was not confirmed. The result of this hypothesis is not consistent with the findings of Slas and Ashfors, Khosravi et al. The twelfth hypothesis of the research states that customer loyalty has a significant effect on business performance, this hypothesis was not confirmed. The result of this hypothesis does not match the findings of Wang. The 13th hypothesis of the research states that brand trust has a significant effect on business performance, this hypothesis was not confirmed. The result of this hypothesis is not consistent with the findings of Tsai et al. The fourteenth hypothesis of the research states that word-of-mouth advertising has a significant effect on business performance, this hypothesis was not confirmed. The result of this hypothesis is not consistent with the findings of Bash et al and Lee et al.
Conclusion: Current corporate citizenship is costly. On the other hand, one of the negative components of business performance is cost; Therefore, due to the non-alignment of this variable, the corresponding hypothesis is rejected. The consequences of corporate citizenship are word-of-mouth advertising, brand trust, emotional commitment, reciprocity, identity, job self-efficacy, and customer loyalty.
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