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دانلود رایگان Effects of corporate social responsibility and internal marketingon organizational commitment and tu
اثرات
مسؤلیت اجتماعی شرکت و بازاریابی داخلی بر تعهد سازمانی و مقاصد گردش مالی
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اثرات
مسؤلیت اجتماعی شرکت و بازاریابی داخلی بر تعهد سازمانی و مقاصد گردش مالی
چکیده
این مطالعه
اثرات چهارجانبه مسؤلیت اجتماعی شرکت (
CSR)
یعنی مسؤلیت اقتصادی، قانونی، اخلاقی و نوعدوستی و پنج جنبه بازاریابی داخلی (IM)
یعنی سیستم رفاهی، آموزش، پاداش و غرامت، ارتباطات و تایید(تقویت) مدیریت را بر تعهد
سازمانی کارکنان( OC) و مقاصد گردش مالی ( TI)
در صنعت کازینو ( casino ) بررسی کرده
است.
بر اساس
داده های ارزیابی جمع آوری شده از ۳۱۰کارمند شاغل کازینو، روابط بااستفاده از آنالیز
ضریب تاییدی، آنالیز ضریب درجه دوم و مدل سازی معادله ساختاری بررسی شدند. نتایج نشان
می دهند که اگاهی کارکنان درباره ی CSR و IM با OC ارتباط مثبت و با TI آنها ارتباط منفی دارد و نشان
می دهد که اضافه شدن برنامه های CSR به برنامه هایIM به طور همزمان در محیط کازینو
برای پیشینه تحقیقاتی نقش ایفا می کند.
۱— مقدمه
برنامه
های مسئولیت اجتماعی شرکت ( CSR) در سراسر صنعت
هتلداری از جمله اپراتورهای کازینو مانند اپراتورهای بین المللی طبقه بندی MGG,
لاس و گاس سندز ( Las Vagas Sands ) و سرگرمی Caesars گسترش یافته اند. اگرچه درباره ی CSR تعاریف و جنبه های مختلفی برای استفاده وجود داردCarroll’s (1991, 1998) ، با این حال تعریف (۱۹۹۱) Carroll دارای چهار جنبه CSR است که معمولأ بکار گرفته می شوند :
Effects
of
corporate
social
responsibility
and
internal
marketingon
organizational
commitment
and
tu
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