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Impact of CSR activities on Organizational Identification (OI) and Job Satisfaction (JS) in Lebanese Commercial Banks

This study examined the impact of CSR activities oriented to employee, customer, and society on the identification and satisfaction of frontline employees in the Lebanese banking sector while comparing the perceptions between Beirut and Beqaa branches. The study adopted a quantitative research approach based on positivist paradigm and subject to verification by hypothetico-deductive reasoning in order to investigate the relationships between employees’ perceptions of CSR initiatives, organizational identification and job satisfaction, in Lebanese commercial bank located in Beirut and Beqaa area. A structured questionnaire was used to test the hypotheses and answer the research questions. The target population was the frontline employees of four major Lebanese commercial banks operating in Beirut and Beqaa area. Four-hundred from frontline employees of four major banks branches located in Beirut and Beqaa areas were invited to participate in the study. The final number of usable questionnaires was 214 for frontline employees, with a response rate of 53.5%. The causal relationships for the 3 models (“1”, “1a”, “1b”) were estimated using SEM with latent variables once the validity of the measurement scales were successfully being verified. The software SmartPLS was used for the application of structural equation models with latent variables “PLS -PM”. For model “1”, “1a”, “1b” the findings indicated that some hypotheses were not significantly supported and the impact of CSR on employees differs according to branch location. Nonetheless, no significant differences exist between the employee’s perception of Beirut and Beqaa regarding the strong influence of CSR employee on JS and the strong influence of OI on JS. However in Beqaa branches, CSR customer is affecting OI, and CSR society is affecting JS. Thus, this study provided evidences to assess the visibility of CSR activities in the eyes of stakeholders and to identify which domains are to be enhanced in order to set more effective social strategies in organizations to reach the identification and satisfaction of employee. Moreover, implications for decision making and policy making as well as recommendations for future research constitute the end product of this thesis. Keywords— Corporate Social Responsibility (CSR), CSR activities oriented to employee (CSR employee), CSR activities oriented to customer (CSR customer), CSR activities oriented to society (CSR society), Organizational Identification (OI), Job Satisfaction (JS) The importance of investigating CSR in developed countries has been accentuated in the last decade (Kim et al., 2010), however, researches exploring this concept in developing countries are still few especially on individual level of analysis (Jamali & Karam, 2016). Torres et al. (2012) pointed out that there are no researches that have explicitly tested the differential impact of CSR activities on stakeholder behavior. Although the prominent emphasis on embedding CSR in the business market, scant researches are conducted on CSR activities and banks (Carnevale et al., 2012) and on stakeholders’ responses to CSR activities in the banking sector (Rugimbana et al., 2008). In this context, building CSR models as per stakeholder perceptions in the banking sector of a developing country such as Lebanon constitute undoubtedly an added value to CSR scholars and practitioners. Therefore, this study presented a discussion related to the findings obtained from examining the impact of CSR activities on organizational identification and job satisfaction of frontline employees in the Lebanese banking sector while comparing those perceptions between Beiru t and Beqaa branches. An extensive review of literature was elaborated aiming to build a conceptual model (figure 1) that could be examined empirically. A questionnaire was developed to test International Journal of Advanced Engineering, Management and Science (IJAEMS) [Vol-5, Issue-1, Jan-2019] https://dx.doi.org/10.22161/ijaems.5.1.6 ISSN: 2454-1311 www.ijaems.com Page | 36 the link between employees’ perceptions of CSR activities, organizational identification, and job satisfaction. Four-hundred eligible participants from frontline employees of four major banks’ located in Beirut and Beqaa areas were invited to participate in the study. The researcher used 4 data collection methods (face to face, telephone, online, and mail). After 10 weeks of data collection, 231 questionnaires were returned from employees’ participants, 17 questionnaires were incomplete, thus, the final number of usable questionnaires was 214 with a response rate of 53.5%. The causal relationships for the 3 models (model “1” representing the global employee’s perception of CSR in Beirut and Beqaa area; model “1a” representing the employee’s perception of CSR only in Beirut area; and model “1b” representing the employee’s perception of CSR only in Beqaa area) are shown respectively in figure 1, 1a, 1b and were estimated using SEM with latent variables once the validity of the measurement scales has been successfully verified. The software SmartPLS was used for the application of structural equation models with latent variables “PLS PM” due to its user-friendly interface and to the opportunity to see representation of the estimated model (Ringle et al., 2012). The results or the findings are shown in the table below. Interpretation of the findings, recommendations for researchers and practitioners, limitations and suggestions for future research are explicitly discussed to address the result of testing the impact of CSR activities on OI and JS in four major Lebanese commercial banks that operate in Beirut and Beqaa area. INTERPRETATION AND DISCUSSION OF THE