Impacts of Corporate Social Responsibility on Employees Behavior in Telecom sector of Pakistan

Abstract

Purpose ­– The increasing importance of Corporate Social Responsibility (CSR) stresses on organizations to start focusing on CSR activities. For this reason the present research find out the relationship between corporate social responsibility and employee’s behavior i.e. organizational citizenship behavior and turnover intention in telecom sector of Pakistan in the twin cities of Islamabad and Rawalpindi.

Design/methodology/approach – This research is quantitative in nature. A survey has been conducted among 45 employees and managers of sales and service departments from telecom sector particularly from Mobilink, Ufone, Warid and Telenor as these four companies are holding 85-90 % market share of cellular market in Pakistan. Employees selected are having minimum academic qualification of graduation and have served for 2-10 years in the telecom sector. The companies are also very conscious for not to share their information due to highly completive nature of market.  The research’s hypotheses were tested using various statistical analyses.

Findings – Findings suggested that corporate social responsibility positively correlates with organizational citizenship behavior and negatively with turnover intention

Research limitations/implications – Since, this research focused only two dimensions of employee behavior, so other dimensions should also be considered for future researchers. Moreover this research study took place only in two Pakistani cities; therefore increasing the sample size in terms of number of cities, industries, departments and respondents could also provide more accurate and generalize results.

Practical implications – CSR activities help the companies to develop positive behavior in employees and reduce negative conduct/activities. Positive behavior improves employee performance which increase profitability and will lead to good reputation of the company as well whereas negative attitude /conduct increase firm liabilities.

Originality/value – The research paper addresses the impact of corporate social responsibility on employee’s behavior in telecom sector of Pakistan especially in the twin cities of Islamabad and Rawalpindi.

Keywords: Corporate Social Responsibility, Employee Behavior, Organizational Citizenship Behavior, Turnover Intention, Telecom Sector Pakistan.