Kako interna društvena odgovornost utiče na posvećenost zaposlenih? Istraživanje u uslužnom sektoru u Srbiji

Abstract

Purpose: Despite the increasing importance of internal social responsibility (ISR), there has been limited research on employees" perceptions regarding social responsibility (SR) and its influence on employees" behavior within service companies. Employees play a crucial role in service delivery in these companies. The present study specifically concentrates on the effects of ISR on organizational commitment with a special emphasis on service companies. The primary goal of this study is to investigate the impact of ISR on organizational commitment components, i.e. affective, continuance and normative commitment in service companies. Methodology: Data were collected using an adapted questionnaire. Descriptive, correlation and regression analysis were applied to examine the hypotheses. Findings: The findings indicate a meaningful positive influence of ISR on affective, continuance and normative commitment among employees. Implications: This emphasizes the importance of integrating ISR into companies" business strategies, especially those oriented towards employees. Recognizing and prioritizing ISR can enhance employees" commitment, motivation and retention, ultimately contributing to organizational success.