Aligning company's business goals, social responsibility and employee happiness in the banking industry
Journal of Management Development
ISSN: 0262-1711
Article publication date: 9 October 2023
Issue publication date: 26 March 2024
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.
Keywords
Citation
Wulandari, N., Gantara, A.T. and Wijayanti, R.W. (2024), "Aligning company's business goals, social responsibility and employee happiness in the banking industry", Journal of Management Development, Vol. 43 No. 2, pp. 222-235. https://doi.org/10.1108/JMD-01-2023-0028
Publisher
:Emerald Publishing Limited
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