Evaluation of the Impacts of Employee Awareness and Perception of Corporate Social Responsibility within the Banking Sector: A Case Study on First Gulf Bank, Abu Dhabi
Cardiff Metropolitan University
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Corporate Social Responsibility (CSR) is strengthening its presence in the UAE economy and evolving beyond the obligatory Zakat (Islamic alms) with more organizations realizing its importance under the guidance of the Dubai Chamber for Commerce. The increase in number of researches conducted in similar economies is also indicative of the same, but these researches are mostly on CSR’s effects on firm performance and external stakeholders with limited studies on CSR’s impacts on employees. There has been general consensus on the argument that an organization’s CSR programs have the potential to influence employee attitudes. This study, drawing on review of extant literature and quantitative and qualitative research conducted on 34 employees of a leading bank in the UAE, identifies the role of CSR as an internal marketing tool, aiming to bridge the gap in employee-based CSR research in the emerging economy of UAE. The study finds that CSR plays a significant role in attracting the employees towards an organization as well as retaining existing employees because CSR also helps employees fulfil their psychological needs. It further identifies that though employee perception of CSR is positively related to the variables Employee-Company Identification, Job Satisfaction, Work Meaningfulness, Organizational Citizenship Behaviour and Organizational Commitment, the extent to which CSR influences each variable is different. The study findings have been able to reiterate that an organization’s CSR programs play a significant role in talent management if managers utilize the full potential of CSR.
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