Investigating the influencing factors on the formation of organizational identity and its effect on organizational commitment in the electric power distribution company of Shemiran region

Dissertation to receive Master's degree (M.A)

Trend: Strategic

Persian abstract

Today, in many organizations, we are witnessing an increase in turnover rates, a decrease in job satisfaction, an increase in absenteeism, the spread of alienation from work, and the lack of a sense of responsibility among employees, and in general, the lack of identification of members with their organization. To the extent that it often seems that the members and employees of these organizations view their jobs only as a source of income for making a living and making a living, while not participating in the organization rather than trying to The best possible realization of the goals of the organization that they are a member of is also indifferent. This is especially evident in those organizations that have a lower status and image compared to other organizations and have presented a weaker image of themselves.

On this basis, the need to increase managers' awareness of the factors affecting the formation of organizational identity and the potential benefits resulting from the existence of a strong and solid organizational identity is becoming more apparent. The current research aims to examine the internal and external factors effective in the formation of organizational identity and provide solutions to improve and strengthen it, and examine their effect on organizational commitment. The results show the existence of a positive and meaningful relationship between media attention to the organization, external image of the organization, external communications, top management team, human resource management, organization operations and internal communications of the organization with organizational commitment.

Introduction

"Identity" Organizational[1] expresses people's perception of the characteristics of the organization they are a member of. Organizational identity shows how members think about their organization and how they feel about being a member of it. It is important for managers to know the organizational identity and try to create a strong and solid organizational identity because people's identification with the organization reduces the level of employee turnover, increases behaviors that are in agreement with the goals of the organization, and ultimately leads to the realization of the goals of the organization (Haigh et al, 2006, 295. A noteworthy point regarding the research conducted on the concept Organizational identity is that, despite the existence of many articles and researches related to organizational identity, there is little knowledge about how it is formed and the effective factors in its creation, and most of the researches conducted in this field have provided definitions of organizational identity and examined its relationship with other organizational variables (Pussa, 2006, 295). Organizational identity is related to many behaviors, attitudes, and variables related to work (Riketta, 2005, 358-384). Today, in many organizations, a tendency to increase turnover rates, decrease job satisfaction, increase absenteeism, spread alienation from work, lack of employees' sense of responsibility, and in general, the lack of identification of members with their organization, is observed (Majidi, 2017). The existence of a strong and solid organizational identity will bring many benefits and benefits to the organization. Among the advantages of organizational identity, we can mention the increase of people's survival in the organization, cooperation with other members and movement towards the strategic interests of the organization. In addition, organizational identity can be considered as an incentive mechanism. Through identification, it is possible to have influence on employees and direct them in the direction of the organization's activities. In this case, the goals of the organization become individual goals, and in this case, they probably do more work to achieve organizational goals (Harkwill and King, 2003). Many social theories state that increasing the level of organizational identity can increase people's satisfaction with the organization. This issue has been well discussed and shown in Haslam's research (Haslam, 2001).

It has been proven that organizational identity is a fundamental factor in organizational life. The research conducted in this field also shows that employees who have the same sense of identity with their organization show positive thoughts and useful behaviors towards their work environment (Bergami & Bagozzi, 2000, 555-77). Knowing the organizational identity and trying to develop and strengthen it is important for managers. Organizational identity is often confused with organizational commitment (Majidi, 1377).

Studies show the fact that employees who identify themselves with their organization have a higher commitment to the organization and are less inclined to leave their jobs and organizations.(DeConinck, 2011, 24-617) Also, researches in this field show that employees who have a desire to leave their jobs will either leave the organization in a practical way or will not be present in the organization from a psychological point of view, which is also referred to as virtual resignation, and its negative consequences for the organization are far more than the practical and tangible resignation of the organization (Tanemi, 2012; 21).

In 1974, Porter and His colleagues mentioned commitment as the intensity of determining a person's identity with the organization and the level of his involvement, participation and cooperation. Things like the level of commitment, the level of loyalty to the organization and the managers of the organization, the sense of pride and honor of being a member of the organization, the desire to stay in the organization and defend the values ??of the organization inside and outside the organization are among the factors of recognizing organizational identity (Nanger, 2019, 20).

On the other hand, the lack of a coherent organizational identity and the inability of organizations to form a strong and stable identity causes the emergence of weaknesses and inadequacies in the various processes of the organization and various issues that it faces. The lack of a coherent organizational identity will damage the members' sense of belonging to the organization and reduce their loyalty and commitment to the organization's values ??and goals and the effort to achieve these goals, and in this way, it will cause the organization to lose its competitive advantages and endanger its existence in the dynamic and competitive environment in which the organizations of today are forced to operate. which in recent years has attracted a large amount of research and prompted researchers to conduct extensive research in this field in order to try to understand, predict and control employees' behaviors as best as possible (Mohammadi, 2013).

The present research aims to study the internal and external factors effective in the formation of organizational identity, and examine its role in the occurrence of organizational commitment.

The main question of the research is that the factors influencing organizational identity What are they and what role does organizational identity play in creating organizational commitment? 1-2 research goals: The most important goals of this research can be summarized as follows: Determining the factors that shape organizational identity. Prioritizing the factors that form organizational identity. strong in organizations.

1-3 The importance of the research topic:

Today, organizational identity is considered as one of the most important intangible assets of organizations, and due to the need to pay attention to this concept, identity issues have been widely used in organizational research (Thomas [2], 2007; Ashforth and Miles [3], 1989; Albert and Wetten [4], 1985). Organizational behavior research in the last two decades has had a significant tendency to study organizational identity (Riketta, 2005, 84-358). One of the hidden but effective factors in employees' work behavior is their commitment to the organization. It is very important to pay attention to the commitment of human resources both in the public sector and in the private sector. In order to achieve organizational goals, organizational commitment is associated with a series of productive and productive behaviors. The relationship between organizational commitment and identity has been evaluated in "Gangeh and Desi" in 2006 (Knippenberg & Sleebos, 2006). 571-84. These results are also confirmed by Haslam's research (Harvey, 2004, 275-113). Organizational commitment and identity are very close concepts (Brown, 2000, 745-83). The two concepts of organizational identity and organizational commitment show that there is a strong relationship between employees' organizational identity and their commitment to the organization (Bartels, 2006, 50). Despite the debates about the concept of organizational identity, it can be discussed that the true potential of organizational identity is still being discovered (Rasoulzadeh, 2010).