Corporate Social Responsibility Employee Attitude and Behavior and Organizational Performance in Cable TV Industry

Abstract

Corporate social responsibility (CSR) has moved from ideology to reality and has become an increasingly important issue in business To any company employees comprise important stakeholders and are regarded as valuable assets Cable TV is a major form of mass communication and influences knowledge acquisition thinking and behavior and has a responsibility for the national dissemination of culture This study provides an understanding of how CSR influences employee attitudes and behaviors and organizational performance in the cable TV industry Based on social identity theory and social exchange theory two factors related to employee attitude (e g job satisfaction organizational commitment) and three factors related to employee behavior (e g organizational engagement job engagement and organizational citizenship behaviors) are considered in the research model In particular the performance measurement is broadened by incorporating human resource-related outcomes and organizational outcomes (e g brand service quality productivity reputation and turnover) to measure long-term business achievement Empirical data are collected from employees in Taiwan’s cable TV industry A descriptive statistics analysis is conducted to quantify the features of the collected data through a numerical analysis A confirmatory factor analysis (CFA) is conducted to examine the discrepancy between the hypotheses and empirical data and to test whether the proposed theoretical model fits the empirical data Subsequently structural equation modeling (SEM) is applied to test the causal model in order to understand the causal relationships among the constructs in the research model In the results employee perception of CSR activities is found to be significantly positively related to job satisfaction and organizational performance Job satisfaction is found to be significantly positively related to organizational commitment employee engagement (i e organizational engagement job engagement) and organizational citizenship behaviors Organizational commitment and organizational citizenship behaviors are found to be significantly positively related to organizational performance However no significant relationship is found between employee perception of CSR activities and organizational commitment or between organizational commitment and organizational citizenship behaviors In addition a comparison of the standardized path coefficients reveals that employee perception of CSR activities has the strongest impact on organizational performance followed by organizational commitment and organizational citizenship behaviors In the end managerial suggestions are provided for the cable TV industry that may possibly increase organizational performance via promoting CSR activities

Date of Award	2016 Aug 24
Original language	English
Supervisor	Chun-Hsiung Liao (Supervisor)