بررسی تأثیر فرهنگ ‌سازمانی بر عملکرد بازار با توجه به نقش مسئولیت اجتماعی شرکت و شهرت شرکت (مطالعه موردی: شهرداری شیراز)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران.

2 کارشناسی ارشد مدیریت، واحد شیراز، دانشگاه آزاد اسلامی، شیراز، ایران.

چکیده

هدف پژوهش حاضر بررسی تأثیر فرهنگ ‌سازمانی بر عملکرد بازار با توجه به نقش مسئولیت اجتماعی و شهرت شرکت می‌باشد. روش پژوهش توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری این پژوهش کلیه کارکنان شهرداری شیراز در مناطق یازده گانه شهرداری می‌باشند که با استفاده از روش نمونه‌گیری خوشه‌ای تصادفی تعداد 150 نفر از کارکنان شهرداری به عنوان نمونه انتخاب شدند. ابزار جمع‌آوری داده‌ها پرسشنامه‌های استاندارد فرهنگ ‌سازمانی کامرون و کوئین (1990)، مسئولیت‌‌پذیری اجتماعی کارول و شابانا (2010)، شهرت شرکت فومبرون و همکاران (2004)، عملکرد بازار چری و همکاران (2014) و عملکرد مالی عزیزی (1396)  بوده است. روایی پرسشنامه‌ها  به شیوه محتوایی و با روش روایی سازه با انجام تکنیک تحلیل عاملی مورد سنجش و ارزیابی و تائید قرار گرفت. پایایی پرسشنامه‌ها با استفاده از آلفای کرونباخ مورد تایید قرار گرفته و داده‌های جمع‌آوری ‌شده  با استفاده از نرم‌افزار SPSS و PLS مورد تجزیه‌ و تحلیل قرار گرفتند. نتایج پژوهش نشان داد که فرهنگ ‌سازمانی بر ابعاد مختلف مسئولیت اجتماعی شرکت (کارکنان، مشتریان، زیست ‌محیطی و نهاد محلی) تأثیر مثبت و معناداری می‌گذارد و سازمان‌هایی که از شیوه مسئولیت اجتماعی مرتبط با کارکنان و مشتریان استفاده می‌کنند شهرت شرکت خود را تقویت می‌کنند. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the effect of organizational culture on market performance with regard to the role of corporate social responsibility and corporate reputation (Case study: Shiraz Municipality)

نویسندگان [English]

  • Hassan Soltani 1
  • Fatemeh Darvishi 2
1 Assistant Professor, Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran.
2 Master of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran.
چکیده [English]

This study aims to investigate the effect of organizational culture on market performance with respect to the role of social responsibility and corporate reputation. The research method is descriptive-survey and correlational. The statistical population of this study is all employees of Shiraz municipality in eleven districts of the municipality. Using the random cluster sampling method, 150 municipal employees were selected as a sample. Data collection tools included the standard Cameron and Quinn (1990) Organizational Culture Questionnaire, Carroll & Shabana (2010), Fumbron et al. (2004), Chery et al. (2014) and Azizi's financial performance (2017). The validity of the questionnaires was assessed and evaluated by the content method and structural validity method by factor analysis technique. The reliability of the questionnaires was confirmed using Cronbach's alpha and the collected data were analyzed using SPSS and PLS software. The results showed that organizational culture has a positive and significant effect on various aspects of corporate social responsibility (employees, customers, environment, and local institutions) and organizations that use the method of social responsibility related to employees and customers strengthen their company reputation.      

کلیدواژه‌ها [English]

  • Organizational Culture
  • Corporate Social Responsibility
  • Company reputation
  • market performance
  • Financial Performance

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