Effect of Perceived Corporate Social Responsibility on Organization Pride: Mediating Role of Employee Trust in Telecom Sector of Pakistan

Authors: Sidra Swati, Dr. Muhammad Razzaq Athar, Dr. Zia ur Rehma

Many businesses are now more concerned about their employees and the environment around them as a result of the social paradigm we currently live in. The younger generations that have entered or are currently employed are likewise keenly conscious of these challenges. Considering this new reality, the initial objective of this research is to understand the relationship between the perceived corporate social responsibility (PCSR), Organization pride and find out if employees trust is mediator of this relationship. This study supports the notion that businesses must demonstrate their concern for their workforce, the environment, and the community in which they operate. It also demonstrates how crucial it is for employees and the organization to share similar values and viewpoints in order to increase talented employee retention. The sample included employees from services sector organizations who voluntarily participated in survey. This research collected data through questionnaire survey using a convenient sampling method with the respondents who are employees in services sector. The current study has major practical implications that managers should be aware of the psychology of their workforce in order to come up with smart management strategies. In the research, it is demonstrated that when employees see a company's CSR efforts, it will increase their sense of pride in the company, which will encourage positive employee behavior and boost production and firm operations efficiency. Second, managers recognize the crucial role that well-executed CSR plays in fostering a sense of loyalty among workers, who will come to regard the company as their own, so fostering dynamism, innovation, and productivity.