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Organisational purpose and employee-company identification: a relational marketing perspective

Toon, Mark ORCID: and Hurth, Victoria 2018. Organisational purpose and employee-company identification: a relational marketing perspective. Presented at: International Colloquium on Relationship Marketing 2018 hosted in Cardiff UK, Cardiff, 12-14 Sept 2018.

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Purpose To investigate mechanisms by which organisational purpose may be driving company performance by extending understanding of relationalism and bureaucracy as drivers of employee – company identification Design / methodology / approach Data was collected from a large, multinational telecommunications company. The survey formed the bases of a quantitative case study. Assessment of the latent constructs and the hypothesised relationships was conducted using Structural Equation Modelling Findings We find that organisational purpose drives employee – company identification and that this relationship is negatively moderated by employee tenure. We further identify partial mediation of the organisational purpose to employee – company identification path by cultural conditions of trust. We test for but do not find support for job support as a mediator of organisational purpose and employee – company identification. Research limitations / implications The use of a single case study, while generating a large number of responses, none the less reduces the generalisability of the findings. The study does empirically test an under reported area and contributes to the definition of organisational purpose. Practical implications The study delivers clarity on the importance of developing organisational purpose in fostering greater employee – company identification. Job support is identified as a practical but bureaucratic managerial approach that is not shown to build employee – company identification. Social implications Purpose driven organisations engender high levels of contribution from employees that transcends boundaries that separate employee and organisation identities. Organisational approaches that facilitate this include freedom within roles and less prescribed managerial approaches. The paper reflects (but does not explicitly measure) greater emotional fulfilment among employees in purpose driven organisations. Originality / value The concept of organisational purpose is further clarified in this study. The contextual conditions for effective organisational purpose, in terms of greater employee – company identification is described and measured. Empirical measurement of these associations has not been carried out in this context before, to the best of the authors’ knowledge.

Item Type: Conference or Workshop Item (Paper)
Status: Published
Schools: Business (Including Economics)
Date of First Compliant Deposit: 26 March 2020
Date of Acceptance: 14 September 2018
Last Modified: 26 Oct 2022 08:27

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