Internal customers{u2019} perception of the relationship between CSR & their commitment and turnover intention / Eman Mohamed Khaled Elhatw ; Supervised Gamal Sayed Abdelaziz

Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

This study aims to identify the impact of internal customer{u2019}s (i.e employees) Corporate social responsibility (CSR) perception on their affective commitment and turnover intention and the moderating effect of self-concept on these relationships.The study is applied on bank employees in Egypt.A quantitative study where 199 valid survey-based questionnaires were collected was adopted for this study.The questionnaires were collected through non-probability sampling from bank employees on social networking sites.The study reveals that internal customer{u2019}s CSR perception impacts their affective commitment and turnover intentions. Philanthropic CSR has the highest positive significant impact on affective commitment while Legal CSR has the highest negative significant impact on turnover intentions. Moreover, affective commitment had a negative significant effect on turnover intentions. Finally, self-concept did not show a significant moderating effect on the relationship between CSR and affective commitment and turnover intentions.Managers should customize their CSR programs based on what influences their employees{u2019} affective commitment and turnover intentions more to avoid the demotivation or resigning of their employees. In addition, marketers should focus their internal marketing efforts when communicating the organization{u2019}s CSR efforts to internal customers to enhance their attitude and behavior towards the organization

Issued also as CD