Company's CSR Activities Addressed to Its Employees - Diffusion of CSR to Customers by Employees

• Autorzy: Tomasz Wanat , Magdalena Stefańska

Warianty tytułu

Działania CSR kierowane do pracowników - dyfuzja CSR na klientów za pośrednictwem pracowników

• Języki publikacji: EN

Abstrakty

EN

CSR is a concept of a constantly growing significance in companies' strategies. The benefits of the implementation of CSR in the relationships between companies and their stakeholders are a strong reason why businesses should more diligently analyze the results of their initiatives and select the best CSR tools for building relations with their stakeholders. The objective of this article is to clarify the significance of CSR in the internal relations within an organization - between employers and employees, as well as to present the diffusion of the effect of CSR to contacts with customers. To achieve this aim, the results of a survey conducted on a purposive sample of employees of a retail chain have been used. The research was conducted within the project financed with the resources of the National Center of Science, granted on the basis of the decision no. DEC-2011/03/B/HS4/03576. The method of bootstrapping was used in this study. The obtained results allow us for a conclusion that the diffusion of CSR to customers by employees may be caused by the CSR activity of a retailer. It should be pointed out that this diffusion is conditioned by a change in the retailer's image. Only after this image is improved in the eyes of employees, are they likely to diffuse this positive image to consumers(original abstract)

Celem artykułu jest wyjaśnienie znaczenia CSR w relacjach wewnątrz organizacji - pomiędzy pracownikami a pracodawcami oraz przeniesienia efektów CSR wobec pracowników na ich kontakty z nabywcami. W tym celu odwołano się do wyników badań przeprowadzonych na celowo dobranej próbie pracowników sieci sklepów w Polsce. Badania przeprowadzono w ramach projektu sfinansowanego ze środków Narodowego Centrum Nauki przyznanych na podstawie decyzji numer DEC-2011/03/B/HS4/03576. W opracowaniu posłużono się metodą bootstrapingu. Uzyskane wyniki pozwoliły sformułować wnioski, że dyfuzja działań CSR przez pracowników na rzecz klientów może być wywołana przez działania CSR jednostki handlowej. Przy czym pośrednio wpływają nań zmiany w postrzeganiu wizerunku firmy handlowej. Dopiero poprawa wizerunku firmy wśród pracowników zachęca ich do dyfuzji działań CSR nakierowanych na nabywców(abstrakt oryginalny)

Słowa kluczowe

EN

Corporate Social Responsibility (CSR); Diffusion; Bootstrap

PL

Społeczna odpowiedzialność biznesu; Dyfuzja; Metody samowsporne

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2015
• Numer: nr 387 Social Responsibility of Organizations Directions of Changes
• Strony: 180--190

Twórcy

autor

Tomasz Wanat

• Poznań University of Economics, Poland

autor

Magdalena Stefańska

• ań University of Economics, Poland

Bibliografia

• Baron R.M., Kenny D.A., 1986, The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations , Journal of Personality and Social Psychology, vol. 51, no. 6.
• Bhattacharya C.B., Korschun D., Sen S., 2009, Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives , Journal of Business Ethics, no. 85.
• Bauman C.W., Skitka L.J., 2012, Corporate social responsibility as a source of employee satisfaction , Research in Organizational Behavior, no. 32
• Burnthorne Lopez T., Babin B.J., Chung Ch., 2009, Perceptions of ethical work climate and person- -organization fit among retail employees in Japan and the US: A cross-cultural scale validation, Journal of Business Research, no. 62.
• Carroll A.B., 1991, The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders, Business Horizons, no. 34.
• Carroll A.B., 1999, Corporate social responsibility. Evolution of a definitional construct, Business and Society, no. 38.
• Claydon J., 2008,, Two models of CSR and sustainability, Issues in Social and Environmental Accounting, vol. 2, no. 2.
• Dahlsrud A., 2006, How Corporate Social Responsibility is Defined: an Analysis of 37 Definitions, Corporate Social Responsibility and Environmental Management, published online w Wiley Inter- Science, www.interscience.wiley.com (05.05.2010).
• Flynn F.J., 2005, Identity orientations and forms of social exchange in organizations, Academy of Management Review, vol. 30(4).
• Garriga E., Melé D., 2004, Corporate social responsibilities theories: Mapping the territory, Journal of Business Ethics, no. 53.
• Gond J-P., El-Akremi A., Igalens J., Swaen V., 2010, Corporate social responsibility influence on employees, International Center for Corporate Social Responsibility, no. 54.
• Greening D.W., Turban D.B., 2000, Corporate social performance as a competitive advantage in attracting a quality workforce, Business & Society, no. 39, pp. 254-280.
• Korschun D., Bhattacharya C.B., Swain S.D., 2011, When and How Does Corporate Social Responsibility Encourage Customer Orientation?, ESMT Working Paper, Berlin.
• Lange D., Washburn N., 2012, Understanding attributions of corporate social irresponsibility, Academy of Management Review, vol. 37, no. 2.
• McShane L., Cunningham P., 2012, To thine own self be true? Employees' judgments of the authenticity of their organization's corporate social responsibility program, Journal of Business Ethics, no. 108.
• Porter M.E., Kramer M., 2006, Strategy and society, the link between competitive advantage and corporate social responsibility, Harvard Business Review, December.
• Preacher K.J., Hayes A.F., 2004, SPSS and SAS procedures for estimating indirect effects in simple mediation models, Behavior Research Methods, Instruments, and Computers, vol. 36, no. 4.
• Sen S., Bhattacharya C.B., 2001, Does doing good always lead to doing better? Consumer reactions to corporate social responsibility, Journal of Marketing Research, vol. 38.
• Shrout P.E., Bolger N., 2002, Mediation in experimental and nonexperimental studies: New procedures and recommendations, Psychological Methods, vol. 7, no. 4.
• Stefańska M., 2014a, Rola społecznej odpowiedzialności w tworzeniu przewagi konkurencyjnej przedsiębiorstw handle detalicznego, Wyd. UE Poznań.
• Stefańska M., 2014b, Why retailers should make the CSR concept a tool of building satisfaction in working place? Store personnel about CSR, [in:] Andreani J.-C., Collesei U. (eds.), The Proceedings of 13th International Conference Marketing Trends, http://www.marketing-trends-congress.com/archives/2014/pages/PDF/135.pdf (15.01.2015).
• Turker D., 2009, Measuring corporate social responsibility: A scale development study, Journal of Business Ethics, no. 85.

Identyfikatory

DOI

10.15611/pn.2015.387.15