Measuring organizational commitment through its relationship with organizational identity, organizational citizenship behaviour and organizational employer branding / Hashim Fadzil Ariffin

The main objective of this study is to investigate the structural relationships between organizational identity (OI), organizational citizenship behaviour (OCB), organizational employer branding (OEB) and organizational commitment (OC) among Malaysian hotel employees. The aim is to identify the perception of employees concerning the OI, OCB, OEB and OC that they have perceived at their workplace. This study also assesses the mediating effect that OCB have through OI on OEB. Systematic sampling was used in this research. The data have been collected through sets of questionnare answered by 624 respondents who are hotel employees in Malaysia. The result of this study reveals that OI, OCB, OEB and OC are perceived as valid constructs. Findings also show that there are relationship between OI and OCB, between OI and OEB, between OI, OCB and OEB, OEB and OC, and the relationship between OI, OCB, OEB and OC is confirmed through Structural Equation Modeling. Respondents perceive that the more they possess OI, OCB and OEB, the more they are committed to their job. These findings are important to the organizations to develop programs through employer branding that could retain the employees working with them. Limitations and future research directions are also discussed. Keywords: organizational identity (OI), organizational citizenship behaviour (OCB), organizational employer branding (OEB), organizational commitment (OC), Malaysian hotel employees, Structural Equation Modeling