کارکردهای مسئولیت اجتماعی بر ارتقای سطح عملکرد کسب و کارها

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار بخش مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه آزاد اسلامی بابل

چکیده

هدف این پژوهش بررسی رابطه مسئولیت اجتماعی سازمانی با عملکرد سازمانی با توجه به نقش متغیرهای میانجی مزیت رقابتی، شهرت سازمانی و رضایت مشتری در صنایع مواد غذایی شهرستان آمل در سال 94 است. این پژوهش از روش توصیفی-پیمایشی محسوب می‌شود. در این راستا 196 نفر از مدیران ارشد شرکت‌های صنایع مواد غذایی شهرستان آمل به‌عنوان نمونه موردمطالعه به روش نمونه‌برداری تصادفی انتخاب شدند. ابزار گردآوری اطلاعات از نوع پرسشنامه‌ای، و روش تحلیل داده‌ها بر اساس شیوه الگوسازی معادلات ساختاری مبتنی بر ساختار روابط خطی هست. یافته‌های پژوهش نشان می‌دهند که سازه مزیت رقابتی نسبت به سازه‌های رضایت مشتری و شهرت سازمانی از بیشترین شدّت رابطه با عملکرد سازمانی برخوردار بوده است. اگرچه مسئولیت اجتماعی سازمانی در این شرکت ها از بیشترین شدت اثر بر میزان رضایتمندی مشتریان در مدل ساختاری برخوردار بوده است. همچنین  شهرت و اعتبار و مزیت رقابتی در ارتقای نسبتاً اندک عملکرد شرکت و متعاقباً بهبود سطح رضایت مشتری نقش مؤثری دارند. یافته‌های این پژوهش می‌تواند بینش‌های قوی را به مدیران برای مدیریت عوامل زمینه‌ساز عملکرد سازمانی در شرایط رکود اقتصادی از طریق بهبود شاخص‌های مسئولیت اجتماعی سازمانی ارائه نماید.

کلیدواژه‌ها


عنوان مقاله [English]

Impacts of Social Responsibility on the Promotion of Business Performance

نویسندگان [English]

  • Seyyed-Mahmoud Hoseini-Amiri 1
  • Zahra Khorasani-Ejbarkolaei 2
1 Assistant Professor, Department of Management, Ecomomics and Accounting, Payame Noor University, Tehran, Iran
2 Ph.D. Candidate of Business Management, Department of Human Science, Islamic Azad University –Babol Branch
چکیده [English]

This research aims to examine the relationship of corporate social responsibility with organizational performance by considering the mediating roles of competitive advantage, corporate fame and customer satisfaction in food companies located in the northern Iranian city of Amol in year 2015. It is a descriptive-survey research conducted on 196 executive managers of food companies in the city of Amol selected as the study sample through random cluster sampling. A questionnaire is used to collect the data, and the SEM technique based on covariance (Lisrel v.8.8) serves to analyze the data. The research findings show that the construct of competitive advantage has the strongest relationship with organizational performance as compared to the constructs of corporate fame and customer satisfaction. This is while corporate social responsibility has the greatest effect on customer satisfaction based on the structural model. Also, the constructs of corporate fame and competitive advantage are found to have insignificant effects on the promotion of organizational performance and, consequently, on customer satisfaction. These findings provide managers with deep insights into the factors that create and reinforce organizational performance in stagnant economy by improving the indexes of corporate social responsibility.

کلیدواژه‌ها [English]

  • Corporate social responsibility
  • Corporate fame
  • customer satisfaction
  • Competitive Advantage
  • Organizational Performance
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