تاثير مسئوليت اجتماعي بر شهرت سازماني با توجه به نقش ميانجي اعتماد اجتماعي (مورد مطالعه: شركت مديران خودرو-خودروسازي شهرستان بم)

The Study of the Effect of Social Responsibility on Organizational Reputation with an attention on the Mediator of Social Trust (A study Of The City of Bam Utomoil Factury Modiran Khodro Company)

ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ، ﻋﺎﻣﻞ اﺳﺎﺳﯽ در ﺑﻘﺎي ﻫﺮ ﺳﺎزﻣﺎن ﯾﺎ ﺷﺮﮐﺘﯽ اﺳﺖ، ﮐﻪ در ﺳﺎلﻫﺎي اﺧﯿﺮ ﻧﯿﺰ ﺑـﻪ آن ﺗﻮﺟﻪ وﯾﮋهاي ﺷﺪه اﺳﺖ. ﺑﺮ اﯾﻦ اﺳﺎس، اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﻪ ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺑﺮ ﺷﻬﺮت ﺳـﺎزﻣﺎﻧﯽ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ اﻋﺘﻤﺎد اﺟﺘﻤﺎﻋﯽ در ﺷﺮﮐﺖ ﻣﺪﯾﺮان ﺧﻮدرو - ﺧﻮدروﺳﺎزي ﺷﻬﺮﺳﺘﺎن ﺑﻢ - ﭘﺮداﺧﺘﻪ اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﺟﻨﺒﻪ ﻫﺪف ﮐﺎرﺑﺮدي و از ﻧﻈﺮ روش، ﺗﻮﺻﯿﻔﯽ-ﭘﯿﻤﺎﯾﺸﯽ از ﻧـﻮع ﻫﻤﺒﺴـﺘﮕﯽ اﺳـﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﺤﻘﯿﻖ ﺷﺎﻣﻞ 35 ﻧﻔﺮ از ﻣﺪﯾﺮان و ﮐﺎرﮐﻨﺎن ﺷﺮﮐﺖ ﻣﺪﯾﺮان ﺧـﻮدرو ﻣـ ﯽﺑﺎﺷـﻨﺪ ﮐـﻪ ﺑـﻪ روش ﺗﺼﺎدﻓﯽ و ﻃﺒﻖ ﺟﺪول ﻣﻮرﮔﺎن ﻧﻤﻮﻧﻪ اﻧﺘﺨﺎﺑﯽ ﺷﺎﻣﻞ 32 ﻧﻔﺮ ﻣﯽﺑﺎﺷﺪ. ﺟﻬﺖ ﺟﻤﻊ آوري دادهﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ اﻗﺘﺒﺎس ﺷﺪه از ﺳﺮﻣﺪ و ﻫﻤﮑﺎران )2011( و ﮐﺎرول )1999( و ﭘﺮﺳﺸﻨﺎﻣﻪ ﺷﻬﺮت ﺳﺎزﻣﺎﻧﯽ ﻟﻮﻣﺎ-آﻫﻮ )2008( و ﭘﺮﺳﺸﻨﺎﻣﻪ اﻋﺘﻤﺎد اﺟﺘﻤﺎﻋﯽ اﻗﺘﺒﺎس ﺷﺪه از ﮐﻔﺎﺷﯽ )2010( و ﺻﻔﺎريﻧﯿﺎ و ﺷـﺮﯾﻒ ) 2010( اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. ﺑﻪ ﻣﻨﻈﻮر ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ از ﻧﺮم اﻓﺰارﻫﺎي Spss24 و Smart Pls3 اﺳـﺘﻔﺎده ﺷـﺪ. ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ از ﻃﺮﯾﻖ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ )ﺑﻪ ﺗﺮﺗﯿﺐ، 0/843 ،0/910 ،0/860( و ﭘﺎﯾﺎﯾﯽ ﺗﺮﮐﯿﺒﯽ و رواﯾـﯽ آن ﺑﻪ روش رواﯾﯽ ﻫﻤﮕﺮا و واﮔﺮا ﺗﺎﯾﯿﺪ ﺷﺪ. ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ از ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎﻋﯽ ﺑﺮ ﺷـﻬﺮت ﺳﺎزﻣﺎﻧﯽ ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد. از ﻣﯿﺎن اﺑﻌﺎد ﺷﻬﺮت ﺳﺎزﻣﺎﻧﯽ، ﮐﺎراﯾﯽ )ﺑﺎ ﺿﺮﯾﺐ ﺷﺪت ﺗـﺎﺛﯿﺮ 0/50( و اﺣﺘﺮام )ﺑﺎ ﺿﺮﯾﺐ ﺷﺪت ﺗﺎﺛﯿﺮ 0/44(، ﺑﯿﺸﺘﺮﯾﻦ ﺗﺎﺛﯿﺮﭘﺬﯾﺮي را از ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤـﺎﻋﯽ داﺷـﺘﻪ اﻧـﺪ. در ﻣـﻮرد ﺗﺎﺛﯿﺮ اﻋﺘﻤﺎد اﺟﺘﻤﺎﻋﯽ ﺑﺮ ﺷﻬﺮت ﺳﺎزﻣﺎﻧﯽ، ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ از ﻣﯿﺎن اﺑﻌﺎد ﺷـﻬﺮت ﺳـﺎزﻣﺎﻧﯽ، اﺣﺘﺮام )ﺑﺎ ﺿﺮﯾﺐ ﺷﺪت ﺗﺎﺛﯿﺮ0/58( و ﺧﺪﻣﺎت )ﺑﺎ ﺿﺮﯾﺐ ﺷـﺪت ﺗـﺎﺛﯿﺮ 0/59( ﺑﯿﺸـﺘﺮﯾﻦ ﺗﺎﺛﯿﺮﭘـﺬﯾﺮي را از اﻋﺘﻤﺎد اﺟﺘﻤﺎﻋﯽ داﺷﺘﻪاﻧﺪ.

Social responsibility is a key factor in the survival of any organization or company that has received special attention in recent years. The research is applied in terms of purpose and in terms of descriptive-correlational survey. The statistical population of the study consisted of 35 employees of Modiran Khodro company which randomly and according to Morgan table the sample consisted of 32 employees. To collect data from Social Responsibility Questionnaire (Adapted from Sarmad et al, 2011 and Carroll, 1999) and Organizational Reputation Questionnaire (Luoma-Aho Standard 2008) and Social Trust Questionnaire (Adapted from kafashi, 2010 and SafariNia & Sharif), Data was analyzed using Spss24 and Smart Pls3 softwares. The reliability of the questionnaire was confirmed by Cronbach's alpha (respectively 0.860, 0.910, 0.843) and its reliability and validity were confirmed by convergent and divergent validity. The results of this study showed that social responsibility has a positive and significant effect on organizational reputation. Among the dimensions of organizational reputation, efficiency (0.50) and respect (0.44) were the most influenced by social responsibility. Regarding the effect of social trust on organizational reputation, the research findings showed that among the dimensions of organizational reputation, respect (with coefficient of impact intensity of 0.58) and service (with coefficient of impact intensity of 0.59), the most influential of social trust.