A Study Of The Impact Of The Staff-perspective Corporate Reputation On Organizational Citizenship Behaviors

As an important intangible asset of the corporation, corporate reputation has been proven to be significant for corporate economic performance as well as the behavior and attitude of the external stakeholders by previous study. From the perspective of the internal stakeholders, this article has studied the influence the corporate reputation has on the attitude and behavior of the staff.Based on the review of the previous study on the corporate reputation, organizational trust, organizational identification and organizational citizenship behaviors, this study has constructed a model, which comprises corporate reputation as independent variable, organizational trust and organizational identification as mediator variables, OCBI-behaviors and OCBO-behaviors as dependent variables.This study has investigated the influencing mechanism on the relationship between the corporate reputation and OCBs of the staff, compared the influence of different corporate reputation on the organizational trust, organizational identification and OCBs. Finally, this study conclusion provides reference for the corporate practice.The conclusion of this study as follows:1. Corporate reputation has significant positive influence on OCBs of staff. Both reputation of corporate social responsibility and reputation of work environment have positive influence on the OCBI-behaviors, the influence becomes weaker; Reputation of work treatment, corporate social responsibility and work environment all have positive influence on OCBO-behaviors , the influence becomes weaker. The corporate reputation has stronger influence on the OCBO-behaviors than on the OCBI-behaviors.2. The corporate reputation has influence on OCB through the organizational trust and organizational identification. The organizational trust has stronger mediating effect than organizational identification.3. The reputation of work treatment, work environment, corporate social responsibility and corporate business performance all have significant positive influence on the organizational trust, and the influence becomes weaker in turn. 4. The reputation of work environment, corporate social responsibility both have significant positive influence on the organizational identification, and the influence becomes weaker in turn.5. The organizational identification carries greater significance than organizational trust as mental factors. The organizational trust has positive influence on organizational identification.6. Both organizational trust and organizational identification have direct positive influence on the OCBI-behaviors and OCBO-behaviors. The influence on OCBO-behaviors is much more significant. The organizational identification has stronger influence on both the OCBI-behaviors and OCBO-behaviors than organizational trust.7. The performance levels of organizational trust, organizational identification and OCBO-behaviors of the staff are affected by the duration of employment, which become decreasing with extension of time, lowest during the 5-7 years period and increasing afterwards.