earticle

영어

Recently, companies are keenly interested in sustainable growth, and as a tool to enhance sustainable growth they are paying attention to corporate social responsibility activities and organizational commitment. Previous studies on CSR effect focused on external stakeholders such as consumers, reporters, and not-for-the profit organizations. The purpose of this study is to examine the internal marketing effect of CSR activities on employees. This study aimed to explore the relationships among employees’ perceptions of CSR, organizational Identification, organizational commitment of the airline flight attendants. In addition, it tries to find out the moderating effects that the trust have contributed to employees’ perceptions of CSR and organizational commitment. In total. 280 questionnaires were distributed and 264 valid and complete questionnaires were collected for empirical data analysis. The result of this study shows that employees’ perceptions of CSR has a direct effect on the organizational Identification and organizational commitment. And it has been found that the organizational Identification has a mediating effect between organizational Identification and organizational commitment.