CORPORATE SOCIAL RESPONSIBILITY AND RETENTION OF EMPLOYEES: ROLE OF PERCEIVED PRIDE AND ORGANIZATIONAL IDENTIFICATION IN SMES IN HANOI

Abstract

Corporate social responsibility is among the issues that has received the attention of our
whole society, scholars and managers in recent years. This research attempts to clarify the
impact mechanism of corporate social responsibility on the retentionof employees working in
the firms. The current research also examines the mediating effects of perceived pride and
organizational identification of employees in the relationship between corporate social
responsibility and employees’ retention. This research collected data through questionnaire
survey using a convenient sampling method with the respondents are employees in small and
medium enterprises in Hanoi City. We obtained 210 valid questionnaires and testing the
hypothesisapplying SmartPLS software. The analyzed results show that social responsibility does
not directly affect employees’retention behavior with the firms, but via the mediating effects of
perceived pride and organizational identification of employees with the firms. In addition,
perceived pride of employees has no direct effect on employees’ retention behaviors with the
firms.