THE ROLE OF CORPORATE CULTURE ON THE RELATIONSHIP BETWEEN ORGANIZATIONAL IMAGE AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR: A STUDY IN HEALTH SECTOR

The aim of this study is to determine the moderating effect of corporate culture on the relationship between organizational citizenship behavior and organizational image. In this context, the concept of organizational image was explained firstly. Then the organizational citizenship behavior which is the dependent variable of the study and corporate culture which is the moderator variable were discussed. In the last part of the study, the results of the study for these three variables were mentioned. In order to realize the aim of the research, a survey was distributed to 336 doctors in a Training and Research Hospital in Istanbul. In the context of the literature research, there are numerous studies that examine the relationship between each of the two variables separately. However, none of the three variables were studied together in a research model. It is believed that this study findings will contribute to the literature. The collected data was evaluated with SPSS 21.0 program. Frequency distributions of demographic variables, normality tests of variables, descriptive statistics, factor analyses, pearson correlation analysis and the hierarchical regression analysis for testing the moderator role of the variable were calculated. The data were evaluated at p<0.05 significance level. As a result of this study, the strongest relationship was found between organizational image and corporate culture. The weakest relationship was found between organizational citizenship behavior and corporate culture. The moderator role of corporate culture was not determined through the effect of organizational citizenship behavior on organizational image.

Keywords

Organizational Image, Organizational Citizenship Behavior, Corporate Culture