Made available in DSpace on 2016-03-15T19:30:43Z (GMT). No. of bitstreams: 1 Jose Carlos Thomaz.pdf: 1251676 bytes, checksum: 9d1b8c97ccd3454324281b7eab54a296 (MD5) Previous issue date: 2006-12-19 / Corporate reputation has been considered as a resource that can represent a source of value for corporations, given the resources based view perspective. How to define and how to characterize corporate reputation have deserved attention from several authors throughout the last years. It s measurement hasn t been reaching a common-sense and the attributes that have been used for measuring are not always straightforward and useful to the managerial head of corporations in the light of managing this valuable resource. The proposal of this study was to define corporate reputation and to understand how it is built and further study its relation to the performance of corporations. Through theory revision it was decided to use the concept definition based on the theoretical approach of social expectation that uses formative indicators for its measurement. This choice is based, among other reasons, on the possibility to more directly manage variables that represent the concept and hence assist with the achievement of performance derived from reputation, as it is pointed out on the theory of strategy and finance, among others. The development of the study went through a deciding phase, when a scale for construct measuring was created that would fit to the Brazilian cultural reality. Previous research from the author showed that scales developed in other countries present difficulties for the interviewed understanding. Further, these scales present indicators that are distant from the Brazilian sociocultural reality. For this, the following methods where used: systematic revision of the literature, research of qualitative data in four focal groups, field surveys involving 3 successive samples with 379 subjects, and statistics treatment of data collected by the field survey. The second step of the study counted with 1,025 answers from employees from 12 surveyed companies and counted with 1,114 answers from clients from these companies. The surveyed companies are the food companies, the automobile assembler companies, hospitals, colleges and passenger airliner. Data was statistically treated by using the software SPSS. With this software factorial and correlation analysis were performed. Data was also treated by applying structural equations modeling techniques under the method of the partial least squared (PLS), as formative indicators have been used. For this latter treatment the software SmartPLS was used. In this phase of the study an adequate structural model built on formative indicators was obtained. It is concluded that the developed scale is a feasible alternative to the currently available scale. Further, its advantage is that it is built on formative indicators of the corporate reputation. These formative indicators are useful for the managerial head, as they indicate the strategic points of their actuation for construction and maintenance of the corporate reputation. It could be concluded that corporate communication and organizational identification are critical factors for the formation of corporate reputation. It could be also concluded that corporate reputation is a resource, which the corporate performance can take advantage from. / A reputação corporativa tem sido considerada um recurso que pode ser uma fonte de valor para as empresas. Como defini-la e como caracterizá-la tem merecido a atenção de vários autores ao longo dos últimos anos. Sua mensuração não tem encontrado um denominador comum e os atributos que têm servido às mensurações nem sempre são objetivos e úteis aos administradores das organizações, no sentido de gerenciar este recurso citado como valioso. Defini-la e entender como se compõe para, em seguida, estudar sua relação com o desempenho das organizações foi a proposta deste estudo. A partir da revisão da teoria optou-se pela definição para o conceito baseado na corrente teórica de expectativas sociais, que usa indicadores formativos para a sua mensuração. Esta escolha está baseada, entre outras razões, na possibilidade de se poder mais diretamente gerenciar as variáveis que representam o conceito e, podendo assim, potencializar a realização do desempenho derivado da reputação como é apontado na teoria de estratégia e finanças, entre outras. O desenvolvimento do estudo passou por uma fase crucial que foi o desenvolvimento de uma escala de mensuração do construto, que se ajustasse à realidade cultural brasileira, pois pesquisa anterior do autor mostrou que escalas desenvolvidas em outros países apresentam dificuldade de entendimento para os respondentes além de apresentar indicadores que se distanciam da realidade sóciocultural brasileira. Para isso, utilizou-se os seguintes métodos: revisão sistemática da literatura, levantamentos de dados qualitativos em quatro grupos focais, pesquisas de campo envolvendo coleta de dados em três amostragens sucessivas com 379 sujeitos e tratamento estatístico dos dados coletados na pesquisa de campo. A segunda etapa do estudo contou com respostas obtidas de 1.025 funcionários de 12 empresas e de 1.114 clientes dessas empresas. As empresas são indústrias alimentícias, montadoras de automóveis, hospitais, faculdades e de transporte aéreo de passageiros. Os dados foram tratados estatisticamente com o software SPSS, com o qual se fizeram análises de correlação e fatorial. Os dados foram tratados também com a aplicação das técnicas da modelagem de equações estruturais, sob o método dos mínimos quadrados parciais (PLS), dado que se trabalhou com indicadores formativos. Para esse tratamento foi utilizado o software SmartPLS. Nesta fase do estudo, pôde-se obter um modelo estrutural considerado adequado, composto por indicadores formativos. Concluiu-se que a escala desenvolvida é uma alternativa viável às escalas atualmente disponíveis, com a vantagem de ser constituída por indicadores formativos da reputação corporativa, úteis aos gestores por indicarem os pontos estratégicos de sua atuação para construção e manutenção da reputação da organização. Concluiu-se que a comunicação corporativa e a identificação organizacional são fatores críticos para a formação da reputação corporativa, a qual é um recurso que pode influenciar o desempenho das organizações. Verificou-se também que a reputação corporativa medida pelos indicadores formativos tem forte correlação positiva com o desempenho medido por indicadores subjetivos reflexivos.

Submitted by Kennyo Ismail (kennyoismail@hotmail.com) on 2013-10-15T18:00:19Z No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2013-10-17T13:28:58Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-21T17:45:27Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) / Made available in DSpace on 2013-10-21T17:45:57Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO-KENNYO-ISMAIL.pdf: 1084218 bytes, checksum: f4be9fd701539997561f79cd995c7eed (MD5) Previous issue date: 2013-09-26 / There are many freemasons who have distinguished themselves as leaders in different times and in different sectors of society. Given that the masonic experience and training is a common characteristic among these leaders, the understanding of the relationship between Freemasonry and the leadership and the measurement of the influence of masonic leaders over their teams, who can also be leaders in their work and social activities, becomes of great relevance to manag ement science and society in general. Based on the theories of social learning, social exchange and social identity, and on the premise of ethical leadership, referenced by masonic literature, the aim of this study was to evaluate the impact of ethical lea dership in moral identity and identification with the organization, as well as the consequences of its member's behaviors inside and outside the masonic organization. Altogether, thirteen hypotheses were formulated, originating two research models that wer e tested empirically through a quantitative study with 1571 freemasons of all Federal Units of Brazil. The discussion was enriched by the content analysis of an open question answered by 933 participants. The results indicate a positive influence of the e thical leadership on the mason's symbolized and internalized moral identity, on their prosocial behavior, their identification with the Blue Lodge, their satisfaction with life and with their group conscietiousness and voice. Finally, the theoretical and p ractical implications of the results are discussed and suggestions for further researchs are presented. / Muitos são os maçons que se destacaram como líderes nas mais diferentes épocas e nos mais diversos setores da sociedade. Tendo a experiência e formação maçônica como característica comum entre tais líderes, a compreensão da relação entre a Maçonaria e a liderança e a mensuração da influência dos líderes maçônicos sobre seus liderados, os quais podem também serem líderes em suas atividades sociais e profissionais, tornam-se de grande relevância para a ciência da administração e a sociedade, de uma forma geral. Tomando por base as teorias de aprendizagem social, de troca social e de identidade social, e partindo da premissa da liderança ética, referenciada pela literatura maçônica, o objetivo deste estudo foi avaliar o impacto da liderança ética na identidade moral e na identificação com a organização, considerando ainda as respectivas consequências nos comportamentos dos liderados dentro e fora da organização maçônica. Ao todo, 13 hipóteses foram formuladas, gerando dois modelos de pesquisa que foram testados empiricamente por meio de estudo quantitativo realizado com 1571 maçons de todas as Unidades Federativas do Brasil. A discussão dos resultados foi enriquecida com a análise de conteúdo de uma questão aberta presente no questionário, respondida por 933 participantes. Os resultados indicam uma influência positiva da liderança ética sobre a identidade moral simbolizada e internalizada dos maçons, sobre seu comportamento prósocial, sua identificação com a Loja Maçônica, sua satisfação com a vida e com a consciência e voz de grupo. Por fim, as implicações teóricas e práticas dos resultados obtidos são discutidas e sugestões para futuras pesquisas são apresentadas.

Nous avons choisi comme sujet d’étude de ce mémoire d’interroger les phénomènes d’identification organisationnelle à partir d’une approche centrée sur l’étude des interactions. À ces fins, nous avons adopté une approche s’inscrivant dans la continuité de celle des représentants du courant CCO (Communicative Constitution of Organization) sur la nature communicationnelle de la constitution des organisations. Selon cette perspective, la communication est appréhendée comme un processus organisant constituant l’organisation, un processus qui doit ainsi être considérée comme point de départ pour toute analyse organisationnelle (Putman, Nicotera et McPhee, 2009; Taylor et Van Every, 2000). Conformément à cette posture, la construction de l’identification, pensée comme acte de consubstantiation (la consubstantialité renvoyant, suivant Kenneth Burke, à toutes les qualités de nos identités respectives à partir desquelles nous pouvons créer un lien avec d’autres personnes), est analysée à travers l’étude des interactions organisationnelles. Pour étudier ce phénomène, nous avons choisi une démarche qualitative en prenant comme terrain d’enquête une entreprise de vente multiniveau (multi-level marketing), également appelée entreprise MLM. À partir d’une analyse des enregistrements de réunions et des observations que nous avons réalisées, le cas de l’entreprise MLM nous a éclairée sur la manière dont la consubstantialité se manifeste, se négocie et se reproduit dans les échanges. / In this thesis, we propose to examine the question of organizational identification by mobilizing an approach centered on the detailed study of interaction. To do so, we draw from the CCO framework (Communicative Constitution of Organization) and assume the communicational nature of the constitution of organizations. Communication is here understood as an organizing process that constitutes the organization, and can therefore be considered as the starting point for any organizational analysis (Putman, Nicotera and McPhee, 2009, Taylor and Van Every, 2000). By adopting this perspective, identification, conceived as an act of consubstantialization (where consubstantiality refers, echoing Kenneth Burke, to all the qualities of our respective identities from which we can develop a common basis of action with other people), is analyzed through the detailed study of interaction. To study this phenomenon, we adopted a qualitative approach by which we studied a multi-level marketing (MLM) company. Data were collected by videorecording distributors in their daily interactions, particularly while attending meetings and presentations. Our study allows us to show how a common substance is constructed, reproduced and negotiated through communication.

In der Dissertation nimmt sich die Verfasserin einem Phänomen an, das im deutschen Einzelhandel weit verbreitet ist, über das es aber kaum empirische Untersuchungen gibt: Die Behandlung geringfügig Beschäftigter und die entsprechenden Einstellungen der Betroffenen und des Stammpersonals. Als Grundlage für die empirische Untersuchung dienen die Soziale Identitätstheorie, das Common Ingroup Identity Model und die Revidierte Kontakttheorie. Auf Basis einer schriftlichen Befragung von 372 Stammmitarbeitern und 75 geringfügig Beschäftigten sowie 36 halbstrukturierten Interviews mit Personalverantwortlichen, Stamm- und geringfügig Beschäftigten in insgesamt 15 Unternehmen des überwiegend ostdeutschen Einzelhandels untersuchte die Verfasserin, ob sich geringfügig Beschäftigte mit ihrem Unternehmen identifizieren und sich in die Belegschaft der jeweiligen Filiale integriert fühlen. Außerdem ging die Verfasserin den Fragen nach, unter welchen Umständen sich geringfügig Beschäftigte in die Belegschaft integriert fühlen und in welchem Ausmaß und auf welche Weise die untersuchten Unternehmen die Integration der Minijobber bzw. Herausbildung einer gemeinsamen Gruppenidentität fördern. Darüber hinaus werden auch die Fragen geklärt, welche Auswirkungen eine mangelnde Integration auf die Kooperationsbeziehungen zwischen Stamm- und geringfügig Beschäftigten sowie auf die Verbleibabsicht, die Arbeitszufriedenheit und Organizational Citizenship Behavior hat. Die Ergebnisse der schriftlichen Befragung von Stammpersonal und geringfügig Beschäftigten zeigen, dass es scheinbar keine Beeinträchtigungen durch eine Distanzierung von geringfügig Beschäftigten im Hinblick auf die Unternehmen-Identifikation, die Kooperationsbereitschaft, die Verbleibabsicht und Allgemeine Arbeitszufriedenheit bei beiden Gruppen gibt. Die Ergebnisse der mündlichen Befragung geben dagegen Hinweise auf unkooperative, von Misstrauen geprägte Beziehungen zwischen beiden Gruppen und eine mangelnde Integration von geringfügig Beschäftigten. Eine Personalpolitik, die auf eine Ausgrenzung von geringfügig Beschäftigten ausgerichtet ist, kann die Wahrnehmung einer gemeinsamen Gruppenidentität zerstören und unkooperative und misstrauensgeprägte Beziehungen zwischen Stamm- und geringfügig Beschäftigten bewirken.

Globalization has influenced the grocery retail industry and the most impactful changes are the preferences and habits of consumers. The increased consumption of consumers is one of the habits that have created a demand for sustainable products. The sustainable products can be marketed towards consumers by the frontline employees. Therefore, this study aims to investigate how grocery retail store personnel can be used as ambassadors toward consumers that will result in sustainable purchase behaviour. To answer the research question, several interviews have been conducted. The interview with the grocery retail expert aided us in the formulation of interview questions. The four interviews with two ICA stores’ personnel provided us with the empirical data needed for reaching the conclusions. Findings reveal that the involvement of personnel in communication with the consumers has positive a positive outcome. In this way, they can be seen as CSR ambassadors and, therefore, efficiently market the organization. To achieve CSR ambassadorship, employees and consumers must enhance organizational identification. One conclusion is that consumers may reach sustainable purchase behaviour when CSR ambassadorship is developed in coherence with a grocery retail store.

在組織合併的過程中，不同組織文化的成員，對其原屬院校有深厚的情感認同，而其對原組織認同程度的高低，是否會影響對於組織合併的態度；以及哪些人口統計變項會影響組織成員對於原組織的認同；哪些人口統計變項可用來解釋組織成員對組織變革理解程度的差異，都是本研究所欲探討的問題。 本研究針對國軍六所軍校的教師及隊職官為調查對象，探討他們對於「軍官基礎院校調併專案」的相關態度，藉以提供專案推動者及國防部政策高層去消弭抗拒變革的力量，或規避變革過程中的不良影響；以及規劃未來新設「軍官大學」之組織系統、課程規劃與設計之參考，使院校調併專案能如期如質地順利達成組織變革預期的目標。 本研究問卷設計內容包括「原組織認同度」、「社會支配傾向」、「變革接受度」與「變革理解度」、以及「變革擬案偏好選擇」等變項，以Likert 6尺度來衡量，並以變異數分析（ANOVA）、多元迴歸分析以及卡方檢定等統計方法進行檢定。總計回收有效問卷202份，回收率達67.3%。 經分析有效樣本結果如下： (一)組織成員背景中，性別與校別對原組織認同程度關係不會產生差異；(二) 組織成員背景中，年資對組織變革理解程度的關係不會產生差異；(三) 組織成員中，不會因性別因素而產生變革接受程度的差異；(四)個人的原組織認同程度的高低，對個人在選擇生活教育方案時，不會造成影響，但對選擇學年教育方案時，原組織認同高者，會使個人傾向選擇多元化學年教育方案；(五)個人的組織變革理解程度的高低，對個人選擇生活教育與學年教育方案時，並不會造成影響。本研究建議：(一)加強溝通以化解變革阻力、(二)積極建構「新組織意象」的認同度、(三)重視領導軍官與專業軍官的學年教育差異性、(四)整合各校優點發展軍官大學的特色等。

The World Health Organization has pointed to climate change as the most significant issue in the 21st century as a result of greenhouse gas emissions and environmental pollution. Organizations are leaning toward corporate social responsibility (CSR) and environmental management systems (EMS) to reverse the current trend; however, these efforts are often ineffective or pooly implemented. The purpose of this quantitative study was to determine the extent to which employees' proenvironmental behavior relates to their protection motivation and organizational identification, as well as their perception and knowledge of the organization's CSR and EMS, respectively. Using social identity as the theoretical framework, this research addressed how organizational and intrapersonal factors influence employees' proenvironmental behavior. One hundred-twenty employees from American-based organizations completed an online survey measuring self-assessed proenvironmental behaviors, among other variables. The results from a Pearson correlation analysis indicated that all of the independent variables had a significant positive relationship with employee proenvironmental behaviors. Multiple regression analysis showed that while each variable was a significant predictor of proenvironmental behaviors, only the economic dimension of CSR (β = .300, p = .014) and the self-efficacy dimension of protection motivation (β = .269, p = .037) significantly contributed to the model. Leaders' use of the findings may lead to positive social change through improved environmental performance in the form of decreased pollution, a more efficient use of natural resources, and reduced greenhouse gas emissions, all toward a more sustainable future.

Lojalitet gentemot arbetsgivare har tidigare ansetts vara en merit för anställda, medan det i dagens arbetsliv kan upplevas vara mer av en belastning. Lojala medarbetare får ofta en sämre löneutveckling och blir mindre attraktiva på arbetsmarknaden än de som med jämna mellanrum byter arbetsplats, vilket kan vara en orsak till att organisationer idag har problem med personalomsättningar där individer lämnar sina anställningar i snabbare takt än vad som förväntas. Detta ställer höga krav på organisationer att arbeta strategiskt med sitt personalarbete för att rekrytera rätt personal samt behålla dem. Studiens syfte var att undersöka varför vissa individer är mer benägna till att lämna sina organisationer än andra. Detta genomfördes genom att kvantitativt studera variablerna organisationsidentifikation, upplevd yrkesstatus och dess korrelation med individens intention att lämna sin organisation. Studien genomfördes i samarbete med Försvarsmakten och Skaraborgs regemente P4. Respondenterna i studien bestod av soldater från den 42:a mekaniserade bataljonen vilka samtliga tillhörde yrkeskategorin kontinuerligt anställda soldater. Resultatet visade signifikanta negativa samband mellan organisationsidentifikation och individens intention att lämna sin organisation (β=-.39, p=<.001) samt mellan yrkesstatus och intentionen att lämna sin organisation (β =-.35, p=<.001). Organisationsidentifikation hade även ett signifikant positivt samband med yrkesstatus (β =.34, p=<.001). Resultatet indikerar därmed på att organisationsidentifikation inte bara påverkar individens intention att lämna sin organisation, vilket även tidigare studier visat, utan att den även påverkar medarbetares upplevda yrkesstatus. Detta ger incitament till organisationer att aktivt arbeta med att öka sina anställdas organisationsidentifikation om yrkets status upplevs vara låg samt om personalomsättningen är för hög. / Loyalty towards the employer has been considered a merit in the past. In today'slabor, loyalty may instead be regarded as a burden on the loyal employee because he/she often gets lower wage and gets less attractive on the labor market than those who change jobs every once in a while. This may cause problems within the organizations, such as a high employee turnover where individuals leave their jobs in a faster pace than the organizations expect. This places high demands on organizations to work strategically with their Human Resources Department to recruit the right staff and retaining them in the organization. The purpose of this study was to examine why some individuals are more likely to leave their organizationsthan others. This was accomplished through measuring the variables organizational identification, perceived occupational status and its correlation with the intention to leave their organization. A quantitative survey was conducted in collaboration with the Swedish Armed Forces. The respondents consisted of professional soldiers from Skaraborgs regiment serving in the 42nd mechanized battalion. The results showed significant negative correlations between organizational identification and intention to leave their organization (β=-.39,p=<.001), and perceived occupational status and intention to leave their organization (β =-.35,p=<.001). Organizational identification also had a significant positive association with perceived occupational status (β=.34, p=<.001). The results indicate that organizational identification affects not only the intention to leave their organization, which also has been shown by previous studies, but also employees' perceived occupational status. This provides incentives for organizations to work actively to increase their employees' organizational identification if the employee’s perceive a low occupational status and if the turnover rates are high.

La recherche empirique examine les effets différentiels de deux évaluations de statut, c'est-à-dire le prestige externe perçu (comparaison inter-groupes) et le respect interne perçu (comparaison intra-groupes) sur l'identification organisationnelle (IO). Les différences sont expliquées par la culture sociétale et la durée de l'ancienneté des employés dans l'organisation. Notre recherche explore et teste l'importance de l'IO dans le développement des aptitudes des employés au changement étant donné que l'aptitude au changement est une attitude coopérative discrétionnaire. Ensuite, nous examinons le rôle modérateur des croyances des employés relatives au changement sur cette relation. Ainsi l'effet de l'IO sur le comportement extra-rôle des employés et le bien-être psychologique des employés est également exploré. Au total nous avons reçu 360 questionnaires remplis à partir des organisations publiques en Recherche & Développement et les organisations privées du secteur bancaire et de télécommunications. Les résultats des analyses ont confirmé toutes les relations testées à l'exception de l'effet modérateur des croyances relatives au changement sur la relation entre l'IO et l'aptitude au changement. Les résultats montrent que les individus socialisés dans le contexte collectiviste accordent plus d'importance au soi publique par rapport au soi privé. Ensuite nous avons trouvé que l'effet des évaluations de statut sur le développement de l'IO augmente pendant les dix premières années du service dans l'organisation, et cet effet positif diminue après dix ans d'ancienneté. / This empirical research investigates the differential effects of two status evaluations i.e., perceived external prestige (inter-group comparison) and perceived internal respect (intra-group comparison) on organizational identification (OID). The differences are argued on the basis of societal culture and the length of tenure of employees in the organization. The importance of OID in the development of employee's readiness for change is explored and tested considering readiness for change as a discretionary cooperative attitude. Further, the moderating role of employees' change beliefs is also explored on this relationship. Whereas effect of OID on extra-role behavior of employees and the positive effect of OID on employee's psychological well-being is also explored. A total of 360 filled questionnaires were received from public sector research & development organizations, and private sector banking & telecom organizations. The results of the analyses supported all the hypothesized relationships except the moderating effect of change beliefs on the relationship between OID and readiness for change. The results exhibited that individualized socialized in collectivist context put greater emphasis on public-self as compared to private-self. It was further uncovered that the effect of status evaluations on development of OID is increasing till first ten years of service with the organization, while this positive effect is weakened after 10 years of service. This is the first study which has tried to explore the potential effects of organizational tenure and societal culture on identification process.

企業社會責任(corporate social responsibility，簡稱CSR)的概念與實務發展在近年來已成為一門企業永續經營的顯學。本研究認為，有別於一般組織外部利害關係人的觀點，身為內部觀察者的員工身分具有特殊性，不僅較外部利害關係人更接近公司核心，亦有機會參與公司的企業社會責任政策制定與活動。因此，本研究旨在建構一研究模型，以員工觀點了解企業社會責任認知及企業志工參與對組織公民行為之影響過程與結果，包含探究員工對企業社會責任認知與企業志工參與程度是否與組織認同有正向影響？員工企業社會責任認知與組織認同是否為知覺外部聲望所中介？當員工組織認同提高時，是否增進其工作滿足、組織承諾、顧客導向？ 　　本研究以Kim et al.(2010)所提出的企業社會責任影響員工企業認同模型概念為基礎，並拓展員工可能展現的反應及工作態度構念，以便利抽樣法回收有效紙本問卷201份、有效網路問卷115份，共計獲得316份樣本。經由驗證性因素分析與結構方程模式(Structural Equation Modeling, SEM)分析後得出研究結論如下： 1.知覺外部聲望確實為企業社會責任認知程度與組織認同之中介變數，員工的企業社會責任認知程度對知覺外部聲望有正向的影響，而更進一步影響組織認同。 2.企業志工參與和組織認同具有正向關係，佐證當企業的社會責任相關活動能滿足員工的心理需求時，員工將會傾向認同該企業。 3.組織認同與顧客導向、工作滿足及組織承諾皆存有正向的影響關係。 4.顧客導向、工作滿足和組織承諾皆與組織公民行為有正向的影響關係，其中顧客導向和組織承諾的影響力皆大於工作滿足。 / The increasing development of corporate social responsibility has become a prevalent concern for business sustainability practices. In comparison to the viewpoint of outside stakeholders, employees play unique roles for their company for two reasons: (1) employees are closer to corporate core business (2) employees participate more easily in CSR activities and policy formulation. Therefore, this study aims to establish a model to understand how employees’ perceived CSR and participation in employee volunteer program (EVP) relate to their organizational citizenship behavior. This study also investigates whether perceived CSR and EVP participation has positive effects on organizational identification; whether perceived external prestige mediates the relationship between perceived CSR and organizational identification; and whether organizational identification acts as the antecedent of job satisfaction, organizational commitment and customer orientation. The model concept is based on the model of CSR and employee-company identification established by Kim et al. (2010), and modified by adding some employees’ attitude constructs. The survey, conducted by convenience sampling, consists of a total of 316 participants whose companies have EVP. Utilizing confirmatory factor analysis (CFA) and structural equation modeling (SEM), the results are as follows: 1.Perceived external prestige is a partial mediator between perceived CSR and organizational identification. Meanwhile, perceived CSR positively affects perceived external prestige, and perceived external prestige has positive relationship with organizational identification. 2.The relationship between EVP participation and organizational identification is positive, which means employees tend to identify with their company when they are mentally satisfied by CSR activities. 3.Organizational identification positively affects variables, such as customer orientation, organizational commitment and job satisfaction. 4.The attitude factors that positively affect employees’ organizational citizenship behavior include customer orientation, organizational commitment and job satisfaction. Further, the impact of customer orientation and organizational commitment are greater than job satisfaction.