企业社会责任(CSR)对员工的影响

1、 # ernatiol.21alereeonInformati0res1s,1S)ingapore # # #TheImpactofCorporateSocialResponsibilityonEmployeesAlinStancu1,GeorgianaFlorentinaGrigore1andMihaiIoanRosca1+1BucharestAcademyofEconomicStudies-RomaniaAbstract.Inthelastyearswewitnessasignificantincreaseofsocietysoverallfocusuponissuesconcerning

2、sustainabledevelopment.Thistrendaffectedbothcompaniesandconsumers.Thesustainabledevelopmentconceptispresentbothinthescientificliterature,butalsoincompaniesboardrooms.CompaniesstarttoengageinCSRactivitiesinordertorespondtoanexternaldemand,whiletakingintoconsiderationthepositiveeffectsofCSR.Thearticle

3、presentstheresultsofaquantitativeresearchregardingtheemployeesattituderegardingsocialresponsibilityactivitiesoftheiremployers.Inthebeginningashortliteraturereviewispresented.Keywords:sustainability,corporatesocialresponsibility,employees.IntroductionInthelastyearswewitnessasignificantincreaseofsocie

4、tysoverallfocusuponissuesconcerningsustainabledevelopment.Thistrendaffectedbothcompaniesandconsumers.Thesustainabledevelopmentconceptispresentinthescientificliterature,andalsoincompaniesboardrooms.Conceptssuchassocialresponsibility,communitydevelopment,corporatecitizenship,communityrelationsstartedt

5、obepresentinthevocabularyusedbycompaniesintheirannualreports.Theannualreportsarewaysofcommunicatingabouttheimpactthatacompanyhasonmultiplecategoriesofstakeholder(Grayet.al,1996).Inthiscontext,companiesandsocietyhavetoworktogether,andthisapproachwilladdvalueforallpartiesinvolvedandalsobringtothesurfa

6、cenewmarketopportunities(Grigore,2011).ThestudiesregardingthebenefitsofCSRpointoutthefollowingaspects:increasessalesandmarketshare,strengthensbrandpositioning,enhancescorporateimageandclout,increasestheabilitytoattractemployees,decreasesoperatingcostsandincreasesappealtoinvestors(KotlerandLee,2005).

7、Thepurposeofthispaperistoexploreemployeesattitudestowardscorporatesocialresponsibilityanddiscusstheimplicationsraised.ContextandliteraturereviewInternationally,marketing-managementliteraturefacesnewchallenges.In2010,theincreasingimportanceofmarketingstakeholder”washighlightedinonepublicationoftheAme

8、ricanMarketingAssociation(BhattacharyaandKorschun,2008).Specialistsmaintainthatthisconceptmeanstogobeyondsatisfyingcustomersneeds,andtoincludeotherrelevantstakeholders,thatcanaffectorareaffectedbycompaniesactivities(Freeman,1984).Inthiscontext,tostudytheinternaldimensionofanorganizationtheemployeesa

9、ndtheirperceptionaboutthesocialresponsibilitydimensionoftheiremployer,becomesachallengethatweaimtoexplore.Ononehand,companiesarestartingtoengageinCSRactivitiesinordertorespondtoanexternaldemand,andalsotakingintoconsiderationthepositiveeffectsofCSR.Ontheotherhand,theirCSRactivitieshaveanimpactoncurre

10、ntemployeescommitmenttowardstheiremployer(Turker,2008)andontheattractivenessofanemployerinthemindofprospectiveemployees(GreeningandTurban,2000).Also,+AlinStancuCorrespondingauthor.Tel.:+40729199399;fax:+400216373767.E-mailaddress: HYPERLINK mailto:alinstancumk.ase.roalinstancumk.ase.roitishighlighte

11、dthatemployeeshavesufficientpower,legitimacy,andurgencytobecomesalientstakeholderstomanagement(Mitchelletal.,1997),thereforetheyareconsideredtobearelevantgroupofstakeholdersforeachorganization.Theroleofcorporatesocialresponsibilityonemployeesisbecomingmorepresentinthebusinessworld,oneofthereasonsbei

12、ngthatsuccessfulcompaniesshouldattract,retainthebestworkforce.Bycreatingagoodworkingenvironmentanddevelopingtheinternalmarketingstrategies,companiescanstimulateproductivityandsatisfactionamongemployees.Ifemployeesaresatisfiedandattachthecompany,theywillrecommendtofriendsandfamilyasagoodemployer(Bhat

13、tacharyaetal.,2008)Intheclassicalapproach,manycompaniesconsiderthattheclientisonlyinterestedinthefinalproductthathebuys,andnotnecessarilyinhowitisproduced.Currently,however,consumersbegintoevaluatecompaniesintermsofworkingconditionsofthecompany.Qualityofproductsorservicesofacompanydependstoanextento

14、fthedegreeofmotivationandtrainingofitsemployees.Thatiswhythecompanyshouldlookatemployeesfromthestakeholdertheoryperspectiveandconsidertheirrequests.Marketingsciencedevelopedtheconceptofinternalmarketing,whichinvolvestargetingthemarketingeffortswithinthecompanytoitsemployees.Inthiscontext,promotingco

15、rporatesocialresponsibilityinsidethecompanyandencouragingemployeestoparticipateintheseactivities,allowsthecompaniestodevelopastrongrelationwithitsinternalstakeholders(Harwoodet.al,2008).Whenthelevelofthequalityofrelationshipbetweenacompanyandemployeesimprove,thecustomersatisfactionincreasesaswell,an

16、dthiscycleofsuccessleadstoanimprovedprofitmargin(SchlesingerandHeskett,1991).Consideringtheinternalmarketingapproach,eachemployeeisconsideredasanextensionofthecorporateimageandinthisregardanimportantdeterminantofconsumerssatisfaction.Foracompany,thebenefitsofsocialresponsibilityintheinternalmarketin

17、gconcerns(Hoeffleretal.,2010):Developmentofholisticrelationswithitsemployees;Meetingthealtruisticneedsanddesires;Interactionwithcustomersandemployeesinnon-commercialcircumstances.Arecentstudymeasurestheextenttowhichemployeesareinvolvedinmarketingprogramsrelatedtoacaseinacompany(Lietal.,2010).Thisstu

18、dyfocusesonacompanysinternalstakeholders-employees,andthedegreeoftheirinvolvementintheselectionofsocialcampaigns.Whilethedifficultiesofrunningabusinessthathaslostlegitimacyintheeyesofemployeesarewellknown,thereisntasmuchunderstandingontheextenttowhichmanagersandnon-profitpartnerareconsideringtheopin

19、ionsofemployees,andinvolvetheminchoosingthecauses.Itwasinvestigatedtheinvolvementofemployeesincauserelatedmarketingcampaignsandbenefitsofsuchactionbytelephoneinterviewswithnon-profitorganizationsandtopmanagersofcompaniesinservices.Resultsshowedthefollowing:degreeofparticipationofemployeesvarysignifi

20、cantlyfromcompanytocompany;largemarketingcampaignslinkedtoacentralquestiontendtobedrivenwitharelativelylowemployeeparticipationthanifsmallercampaignsfinancialservicescompaniesaremorewillingtomakedecisionsregardingmarketinglinkedtoacentralquestionwitharelativelysmallparticipationofemployeesthanretail

21、ers.Startingfromthesechallengesthatweobservedintheinternationalliteraturereview,inthisarticleweaimtoexploreemployeesperceptiononsocialresponsibilityandtopresenttheresultsofaquantitativeresearchconductedinsidethecompanies.MethodologyTheobjectiveofthisstudyistoassesstheattitudesoftheRomanianemployeesr

22、egardingtheCSRactivitiesingeneral,andoftheircompanyinparticular,bypointingoutthefollowingdimensions:(1)therelevanceofCSRactivitiestoemployees,(2)thecriteriathatbuildstheimageofaresponsibleemployerintheeyesofemployeesand(3)theemployeesinvolvementinsocialorenvironmentalactivities.Inordertoreachthisobj

23、ectivetheauthorsdevelopedanonlinesurvey,asthisresearchmethodoffersseveraladvantages:thepossibilitytoreachavastnumberofrespondents,inarapidwayandwithlowcosts.Also,itoffersflexibilityandapossibilityforrespondentstofeelcomfortableintheirenvironment.Recentstudiesshowedthatthesocialperformanceofthecompan

24、yinfluencesalsotheeconomicone,eventhoughtisverydifficulttomeasureit(Alietal.,2010).OneofthedirectionsanalysedinthescientificliteratureistheinfluenceofCSRontheinternalstakeholders,manyofthemfocusingonthepotentialofCSRinattractingemployeesandbuildinganemployerbrand(Turker,2008;Kimetal.,2010).Evenso,li

25、ttleattentionhasbeengiventotheattitudesoftheemployeesregardingCSR.Attitudesarejudgmentsofvalueregardingacertainaspect.Theprocessofbuildinganattitudeisbasedonthreecomponents:acognitiveone,anaffectiveoneandaconativeone(QuesterandLim,2003;vanderBrinketal.2006).Inthisregardourstudytakesintoaccounttheeva

26、luationofthelevelofunderstandingofCSRactivities,theirimportanceandemployeeslevelofinvolvement.3.1.MeasuresThequestionnairemeasurestheattitudesoftheemployeesregardingCSR.WeusedforthistheOsgoodscale(1unimportant-5veryimportant)andLikertscale,butalsonominalone.Thequestionnaireincludestwosections:(1)que

27、stionsthataimtoidentifytheextenttowhichemployeesareawareoftheCSRactivitiesdevelopedbytheiremployerand(2)demographicquestions.Animportantaspectinthisstudywastodefinewhatwemeanby“employee”.Inthisstudywedidntincludetheemployeeswithmiddleandtopmanagementbecausethosecanaltertheresultsofthestudy,astheyare

28、involvedinthedecisionprocess,andhavethetendencyofdefendingthecorporateculture.3.2.SampleandcollectionofdataDatawascollectedusinganonlinequestionnaire.Potentialrespondentswerecontactedbyemailandaskedtofillinthequestionnaireandrecommendotherpotentialrespondents.Threehundredandfiftyquestionnaireswereco

29、llectedand245usablequestionnairesremainedinthesampleafterverifyingthecompletionaccuracy.Thesampleconsistedonlyofemployeesfromurbanareasfromalltypesofcompanies.Table1.TheStructureofthesampleSex(n=245,0missing)1ersiteEducation(n=245,0missing)Male38,80%Female61,20%Higlschool22,90%Total100%Univy40%Incom

30、epermonth(n=245,0missing)Masters35,50%125-375EUR14,7%Other1,60%376-625EUR29,8%TOTAL100%626-875EUR18,4%Above875EUR37,1%Workexperience(n=245,0missing)TOTAL100%lessthan2years26,1%Age(n=245,0missing)2-5years44,9%18-2531,00%6-10years19,2%26-3543,70%abov10years9,8%36-4518,00%Total100,0%above467,30%Total10

31、0%ResultsInthefirstpartofthestudytheauthorsaskedtheemployeeswhataspectstheytakeintoaccountwhenformingtheimageofanemployerbrand.Severaloptionsaregivenforconsideration.Table2presentsthesecriteriaandtheresponsesforeachofthem.Table2.ThecriteriaforbuildinganemployerbrandCriteriaFrequencyPercentYESNOYLSNO

32、SafeandhealthyworkenvironmentRespecttherightsofemployeesImprovingthequalityoflifeofemployeesatworkandoutsideitEmployeeinvolvementinsocialandenvironmentalproblemsTransparencyincommunicatingwithemployeesNon-discriminationinemploymentandprofessionFairwagesandbenefitspackageProfessionalandpersonaldevelo

33、pmentopportunitiestoemployeesResponsibleapproachtorestructuringincaseofcrisis18721515282164帀20618758309316381而388815776,33%87,76%23,67%12,24%62,04%37,96%33,47%66,94%56,73%84,08%66,53%33,06%43,27%15,92%76,33%23,67%35,92%64,08%AsweseeinTable2theemployeesconsidersthatthebrandoftheemployerisbuiltbyrespe

34、ctingtherightsoftheemployees(87%),fairwages(84%)andsafetyatworkandemployeeprofessionaldevelopment(76%).Regardingtheinvolvementoftheemployeesinsolvingsocialandenvironmentalproblemstheemployeesdidntfoundthisitemimportantfortheemployersbrand(33.47%).Thisresultshowthatemployeesdemandsfromthecompanytoact

35、inaresponsibleway,butwhenitcomesforhimtobeinvolved,thisdoesntrepresentanimportantthing.Anotheraspect,relevantforourresearchwastodetermineinwhichsocialresponsibilityactivitiesorganizedbythecompanytheemployeesareinvolved.Consideringthetotalnumberof245respondents,just87ofthemdeclaredthattheydidntpartic

36、ipatedinanyactivity.ThemostattractiveCSRactivitiesforemployeesaredonationsandselectiverecycling,andanotherimportantaspectisthatthewomenaremoreengagedinCSRactivitiescomparedtomen.Table3.TypesofCSRactivitiesthatemployeesareengagedinActivityFrequencyTOTALMaleFemaleVolunteerforcommunitysupport233154Dona

37、tionstosupportcertainsocialcauses385997Selectiverecycling295483Blooddonation172542Ihavenotparticipatedinanyoftheactivities335487Regardingtheperceptionofemployeesonthecompanysinvolvementinsocialcausesandenvironmentalissuestherespondentsansweredthattheyconsidertheircompanymainlyresponsible(Table4).Tab

38、le4.EmployeeperceptiononthecompanysinvolvementinsocialandenvironmentalissuesIssueVeryresponsibleResponsibleIidifferentLessresponsibleIrresponsibleInvolvementinsupportingsocialcauses13,47%39,18%31,02%11,43%i1,90%Companysinvolvementinenvironmentalissues13,47%39,59%27,76%14,29%i1,90%Conclusionsandfurth

39、erresearchInsummary,thepurposeofthisstudyistoobtainabetterunderstandingofhowtheemployeesperceivetheCSRactivitiesdevelopedbytheiremployerandwhatistheirattitudetowardsthese.Thefindingsfromanonlinesurveyreflectthatseveralimportantaspects.Firstly,themajorityofrespondentsconsiderthatrespectingtheemployee

40、srights,fairwagesandsafetyatworkarethemostprevalentdimensionsintheimageofaresponsibleemployer.Secondly,theresearchshowsthatwomenaremorelikelytoengageinCSRactivitiescomparedtomen.Thirdly,mostofemployeesareawareoftheCSRactivitiesoftheiremployer,butfewerareactuallyinvolvedintheseactivities.Apossibleexp

41、lanationforthisthirdaspectisthatCSRactivitiesarevaguelypresentedandintroducedinthecompanies.Inordertodevelopafullerinsightintotheissuesraisedinthisstudy,theauthorsaimtodevelopthescopeoftheresearchandinvestigatewhatistheimpactofCSRactivitiesonemployeesorganizationalcommitmentandjobsatisfaction.Also,a

42、notherinterestingfutureresearchitwouldbetocomparedifferentCSRactivities(causerelatedmarketing,philanthropicactivities,volunteering,etc.)andtoanalysetheirimpactonemployees.AcknowledgementsThisworkwassupportedbyCNCSIS/UEFISCUSprojectPNII-IDEIcode1888/2008.ReferencesI.Ali,K.U.Rehman,S.I.Ali,J.Yousafand

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