Impact of Internal and External CSR on Job Satisfaction: Mediating Role of Emotional Labor

Abstract

This research paper seeks to investigate the association between internal and external corporate social responsibility (CSR) initiatives and their influence on emotional labor and job satisfaction. Through the exploration of these factors, the study provides valuable insights into the potential advantages of CSR initiatives for both organizations and their employees. Specifically, this research underscores the significance of a holistic CSR strategy that takes into account both internal and external initiatives and their effects on emotional labor and job satisfaction. Ultimately, the aim of this research is to offer practical and actionable recommendations for organizations seeking to strengthen their CSR programs and promote employee satisfaction and retention. Smart PLS 3.0 was used to analyze data collected from 142 employees of a major bank in Pakistan, by using purposive sampling. The results revealed that both Internal and External CSR initiatives have a significant positive impact on job satisfaction. Emotional labor was found to mediate the relationship between CSR and job satisfaction, highlighting the importance of emotional labor management in organizations that prioritize CSR initiatives. The findings of this study have practical implications for organizations in terms of the potential benefits of CSR initiatives for employee well-being and job satisfaction. Theoretical implications based on Social Expectation Theory suggest that employee expectations and perceptions of socially responsible behavior are important factors in shaping employee attitudes and behaviors. The originality of this study lies in its focus on the banking sector in Pakistan and the exploration of the relationship between internal and external CSR initiatives, emotional labor, and job satisfaction. While previous studies have investigated the impact of CSR on employee well-being and job satisfaction, this study contributes to the literature by examining the mediating role of emotional labor in the relationship between CSR and job satisfaction. Additionally, this study uses Smart PLS 3.0, a relatively new method in the field of CSR research, to analyze the data. Overall, the combination of the unique context of the study, the mediating role of emotional labor, and the use of advanced statistical techniques adds to the originality and contribution of this study to the existing literature on CSR and employee well-being.