Nuri Wulandari, Audyan Tri Gantara and Retno Wahyuni Wijayanti
This study aims to investigate the role of corporate social responsibility (CSR) to increase the happiness of employees and in the same time contributing to the goals of…
Abstract
Purpose
This study aims to investigate the role of corporate social responsibility (CSR) to increase the happiness of employees and in the same time contributing to the goals of organization. It is argued that a type of CSR, namely cause-related marketing (CrM) can drive employee happiness at work (HaW) through employee's cause involvement (CI). CrM is activity form of collaboration between companies and nonprofit organizations to sell products or services and donate some portion of the sales to support a cause. The study is needed to understand this CSR action and its effects, in particular on employees as company stakeholders.
Design/methodology/approach
The study was conducted by survey questionnaire with sample of 216 respondents employed by a state-owned bank in Indonesia which active in CSR actions. Analysis conducted using PLS SEM method and SMART PLS software.
Findings
The finding confirms that CrM does indeed have an effect on employee happiness, especially if employee's cause involvement in the CrM is evident. The result suggested that CrM initiatives should be promoted together with employee's cause involvement with the program because this will increase the general level of HaW in the organization.
Originality/value
The study is unique because of its effort in aligning three aspects; employee happiness, social responsibility while still takes account for company's business goals. It also addresses a rarely explored yet crucial area in a highly stressed environment: the financial industry in a pandemic situation.
Details
Keywords
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
A study from the financial sector in Indonesia showed that CrM (cause-related marketing) has a positive effect on employee happiness. This was especially the case when the employees were actively involved in the CrM.
Originality/value
The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.