사내 커뮤니케이션 캠페인의 선행요인과 조직신뢰 및 변화몰입 간 관계

Abstract

Recently, many organizations have difficulty in attracting and maintaining new employees with the traditional human resource management. To motivate their employees, firms are required to set up more systemized and active internal communication. This study aims to examine how the willingness and interest, continuous investment on internal communication of top management have an impact on internal communication campaign. Also, this empirical study examines the effects of internal communication campaign on trust in organization and commitment to change. In doing this, the authors used a quantitative survey research methodology. Focusing on banking sector employees, the study used 485 collected data. Using LISEL, the results of the empirical analysis are as followed. First, the antecedents (the willingness and interest, continuous investment of top management) have a statistically positive impact on internal communication campaign. In particular, the effect of the continuous investment of top management is more significant. Second, internal communication campaign enhances both trust in organization and employees' commitment to change. Finally, trust in organization also positively affects on employees' commitment to change. In conclusion, the findings and implications are discussed.