internal image of organization and commitment of employees dr. natalia antonova national research...
TRANSCRIPT
Internal Image of Organization and Commitment of
Employees
Dr. Natalia ANTONOVANational Research University
“Higher School of Economics”, Moscow, Russia
The structure of the presentation Problem Statement Theoretical Background The Empirical Investigation of Internal
Image and Organizational Commitment Results Conclusions
Problem Statement
Loyal staff creates a competitive advantage of business organization
Loyal staff creates a positive external image of the company
It’s especially important during crisis period
There are no empirical evidence about relationship between organizational loyalty and commitment and internal image of organization in Russian companies
Theoretical Background
Organizational loyalty/commitment
Two approaches:• the definition of loyalty as commitment,
dedication, which is provided by organizational factors (organizational commitment);
• definition of loyalty as a special psychological phenomenon, directly related to the staff (employee loyalty)
The boundaries between the concepts of commitment and loyalty are blurred
The study approaches
1) Behavioral approach assumes that loyalty is formed by the behavior of employees.
2) Attitudinal approach: the loyalty is considered as an attitude, and as an emotional connection between the employee and the organization.
Components of Organizational commitmentD. Meyer and H. Allen:1) affective commitment (emotional
relationships between employee and organization) ;
2) normative commitment (perceived obligations towards the organization) ;
3) continuance commitment (perceived costs of leaving the organization).
Factors of Organizational CommitmentOrganizational factors:1) the compensation for the adverse working
conditions; 2) properly structured information policy; 3) promotion of team spirit; 4) caring for employees and help in
resolving difficulties;
Factors of organizational commitmentEmployee’s factors:1) job satisfaction, 2) organizational identification, 3) leadership
Internal image of organization???
Internal image of organizationInternal image of organization is a way the
employees perceive their organization.
Internal image defines trust of employees to the organization and, as a consequence, the organizational commitment (?)
Structure of the organizational image
1) self-actualization as a major factor (the development of professional skills and knowledge, the implementation of needs in career development);
2) social security (material well-being, job security in the future);
3) status prestige of the organization (reputation of the company, developed corporate symbols, the location of the organization, the image of organizational leader, the image of the product)
(Shagzhina)
The Empirical Investigation of Internal Image and Organizational Commitment
Purpose and Hypotheses
Purpose: to investigate the relationship between employee’s commitment and internal image of organization.
Hypotheses: 1) there is a relationship between the internal image of organization and organizational commitment of the staff;
2) affective component of organizational commitment is mostly associated with the components of the internal image;
3) a kind of business and some characteristics of organization mediate the relationship between internal image and employee’s commitment.
Participants
We investigated the staff of three organizations of Russian cities Lipetsk and Voronezh.
A total of 198 respondents participated: the company "A", located in the city of
Lipetsk, included 98 people; the number of respondents from organizations "B" (47 people) and "C" (53 people), located in Voronezh, was 100.
Features of organizations participated in the study
“A” company: the trade company which sells products in different regions of the world, except in Russia. All employees receive an official (“white”) salary.
“B” company: a branch of American company producing and selling software (official and high salary).
“C” company: distributes foods in the Central and the Volga region of Russia. The salary is only partly official.
Methods1) the method of studying the internal image
of the organization, developed by Shagzhina (the results were processed by factor analysis);
2) "The scale of organizational commitment" developed by Meyer and Allen, in Russian translation made by Dominyak
Results
“А” organization: internal image
% fro
m m
aximu
m level
factors
dispersion
Positive evaluation
1 2 3 4 5
1 self-actual.
2 social security
3 general attr.
4 status-prestige
5 trust
“B” organization: internal image
% fro
m m
aximu
m level
dispersion
Positive evaluation
1 self-actual.2 social security3 general attr.4 status-prestige5 trust 1 2 3 4 5
factors
“C” organization: internal image
Positive evaluation
1 self-actual.2 social security3 general attr.4 status-prestige5 trust
1 2 3 4 5
factors
% fro
m m
aximu
m level
dispersion
Высшая школа экономики, Москва, 2013
Possibilities and attractiveness for self-actualization and self-development
Affective commitment 0,411
Possibilities and attractiveness for self-actualization and self-development
Continuance commitment 0,323
Social SecurityAffective commitment
0,358
Organization “А” : relationship between factors of internal image and commitment components
Высшая школа экономики, Москва, 2013
Possibilities and attractiveness for self-actualization and self-development
Affective commitment 0,506
General attractiveness
Continuance commitment0,333
Social SecurityAffective commitment
0,433
Social SecurityContinuance commitment0,456
Organization “B” : relationship between factors of internal image and commitment components
Высшая школа экономики, Москва, 2013
Possibilities and attractiveness for self-actualization and self-development
Affective commitment 0,311
Trust
Normative commitment-0,300
Affective commitment
0,448
Social Security
Continuance commitment
0,303
Normative commitment
0,384
Organization “C” : relationship between factors of internal image and commitment components
LimitationsWe studied only three specific companies in
specific Russian region. We tried to observe the companies with
different businesses and characteristics, but of cause didn’t cover all possible organizational conditions.
Conclusions1) There is a correlation between internal image of
organization and some components of organizational commitment.
2) There are correlations which are common for organizations with different characteristics:
a) the correlation between factor "The ability and appeal to self-actualization and development" and the affective component of organizational commitment;
b) b) the correlation between the factor "Social security" and the affective component of commitment. These correlations confirm our second hypothesis about closer ties of affective commitment with internal image of organization.
ConclusionsWe found some links which are more typical only for
certain companies: a) in the company “C”, which has some specific
features: the factor of internal image “Social security” correlates with all components of organizational commitment, factor "Trust" has a negative correlation with normative commitment;
b) in the company "B" factor "General attractiveness" has weak correlation with continued loyalty. These correlations confirm our third hypothesis that some characteristics of organization mediate the relationship between internal image and employee’s commitment, but due to the limitations of our research, this problem needs further investigations.
