IMPACT OF PERCEIVED CORPORATE SOCIAL RESPONSIBILITY ON MARKET ORIENTATION IN SYSTEMATICALLY IMPORTANT BANKS; THE MEDIATING ROLE OF ORGANIZATIONAL COMMITMENT

Management

Market orientation is viewed in both ways as a culture and a behavior, it cannot be manifested without organizational commitment not only by top management, but also by all employees within the organization. Corporate Social responsibility is seen as a concept in which companies voluntarily integrate social and environmental concerns into their business operations and into the interaction with their stakeholders. This study examined the research problem, to what extent the effects of Organizational Commitment on the relationship between the perceived Corporate Social Responsibility and Market Orientation of Systematically important Banks. Hence, this research was carried out with the ultimate research objective, to determine whether Organizational Commitment mediates the relationship between perceived Corporate Social Responsibility and Market Orientation in banking industry. Furthermore conceptual model has been developed to link the study variables and dimensions. Thus a hypothesis was formed to test the mediating role of Organizational Commitment on the relationship between perceived Corporate Social Responsibility and Market Orientation. Hence quantitative methodology was applied for this research study and 203 questionnaires were collected data from the employees of banks in Batticaloa district. Further Descriptive, Correlation, and Regressions analysis have been used for the analysis purpose. Findings have shown that Perceived Corporate Social Responsibility, Organizational Commitment, and Market orientation of systematically banking industry are at higher level. Furthermore it was also found that there is a significant positive relationship between the study variables. Major finding of this study was Organizational Commitment partially mediate the relationship between perceived Corporate Social Responsibility and Market orientation of systematically important Banking industry in Batticaloa district. These findings would be useful for the managers in banking industry to concern perceived Corporate Social Responsibility to bring the organization as a market-oriented organization while generating Organizational commitment in the industry. This will leads to the satisfaction of employees as well as customers whereas this ensures the long term survival of the business organization in the competitive market.

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