Impact of employee attitude on their pro-social behavior: a case study

Edmunds Čižo (), Raheel Amir Awan (), Rizwan Ali () and Nisar Abid ()
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Edmunds Čižo: Daugavpils University, Latvia
Raheel Amir Awan: University of Lahore, Pakistan
Rizwan Ali: University of Lahore, Pakistan
Nisar Abid: University of Lahore, Pakistan

Entrepreneurship and Sustainability Issues, 2022, vol. 9, issue 4, 416-426

Abstract: The authors investigate what factors impact employee attitude and how employee attitude shapes their behavior. They admit that pro-social behavior (PSB) is a consequence of internal market and learning orientation since it affects the attitude of front-line employees. Therefore, the article focuses on the internal market and learning orientation, enabling an organization's culture via employee attitudes. A survey was conducted to collect the data from managers and front-line employees at higher educational institutes in Pakistan. The findings of the study are that (1) the internal market orientation (IMO) has a positive influence on the pro-social behavior of front-line employees (FLE); (2) employee attitude mediates the effect of IMO on PSB, and (3) employee attitude mediates the effect of learning orientation (LO) on PSB. Implications of the obtained results and further research directions are also mentioned.

Keywords: internal marketing orientation; learning orientation; pro-social behavior; higher education; front-line employees; attitude; Pakistan (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:9:y:2022:i:4:p:416-426

DOI: 10.9770/jesi2022.9.4(22)

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