Citation

Lim, Chia Syan (2024) Influence of corporate social responsibility on employee organisational citizenship behaviour: The mediating role of organisational identification. Other thesis, Multimedia University.

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Abstract

Organizational Citizenship Behaviours (OCB) are voluntary, extra-role actions that go beyond formal job requirements, playing a pivotal role in enhancing organizational functioning. Understanding the factors influencing OCB, particularly among Generation Y and Z employees, is essential to address challenges such as quiet quitting and promoting greater engagement in extra-role behaviours. Among the factors discussed in the literature, employees' perception of Corporate Social Responsibility (CSR) has emerged as a significant driver, influencing various workrelated outcomes, including OCB. Building upon social exchange theory (SET), which highlights the reciprocal nature of social interactions, and social identity theory (SIT), which focuses on group identification, this research investigated the mediating effect of organizational identification (OI) on the relationship between perceived CSR and OCB. It was hypothesized that employees' positive perception of their organization’s CSR initiatives would enhance their sense of organizational identification, which would, in turn, positively influence their engagement in OCB. A quantitative research design was employed to collect data for this research. Out of 109 Public Listed Companies (PLCs) listed in the FTSE4Good Bursa Malaysia Index, 11 companies agreed to participate. Surveys were administered to employees belonging to Generation Y and Z, the demographic focus of the study. The collected data were analysed using advanced statistical techniques, specifically structural equation modelling (SEM). The findings revealed that all four dimensions of CSR were positively related to OCB. Furthermore, OI was found to mediate the relationship between each CSR dimension and OCB. The findings of this research provide valuable theoretical and practical contributions. Theoretically, the research enhances the understanding of the interplay between perceived CSR, OI, and OCB, particularly in the context of Generation Y and Z employees in Malaysian FTSE4Good organizations. Practically, it offers actionable insights for organizations to leverage CSR as a strategic tool to foster stronger employee identification, mitigate quiet quitting, and foster greater engagement in OCB.

Item Type:	Thesis (Other)
Additional Information:	Call No.: HD60 .L56 2024
Uncontrolled Keywords:	Social responsibility of business
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD60-60.5 Social responsibility of business
Divisions:	Faculty of Management (FOM) > DBA Programme
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	20 Feb 2025 06:27
Last Modified:	20 Feb 2025 06:27
URII:	http://shdl.mmu.edu.my/id/eprint/13514

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