A Descriptive Study on the Corporate Identity of Globe Telecom and Its Human Resources Employees’ Organizational Commitment

Abstract

The concept of identity has the advantage of being a concept, construct, or a question that can be studied or posed at any level of analysis — individual, group, organization, or industry. This concept, whether at the individual or organizational level, is germane to questions of action and performance. Corporate identity, the tangible representation of organizational identity has been linked to the employee's degree of commitment to the organization. Interest in corporate identity, both as management issue and as an academic discipline, has grown significantly. Thus, the researcher opted to study the relationship that exists between the concepts of corporate identity and organizational commitment. The main objective of the study is to describe Globe Telecom employee’s level of knowledge and attitude towards the company's corporate identity and determine whether these variables affect their level of affective commitment to the organization. The design employed in this study is a one-shot survey. A total of thirty (30) Human Resources employees of Globe were selected through a purposive convenience sampling. Survey questionnaires were used to gather data. These were then analyzed on the computer using PHStat, a statistics add in program on Excel ‘98. Chi-square test (with 0.05 level of significance) and Rank of Correlation Coefficient or Spearman's Rho were used to determine the degree of associations among variables. Measures of central tendency such as mean and mode were also applied in the analysis of the study. The findings show that the over all mean score (9.2) of the employees on the corporate identity test implies that the HR Globe employees have average level of knowledge about their company's corporate identity or the employees have limited knowledge with regard to the company’s manifestations of corporate identity. Also, the employees’ mean score (3.647) on the attitude test indicates that HR Globe employees generally have positive attitude towards their corporate identity. Meanwhile, the mean score of the responses of the employees on Organizational Commitment Questionnaire (3.761) indicates that the HR Globe employees have high level of commitment to their organization. Moreover, the results of the study indicate that only the employee's attitude has a significant relationship with level of commitment. With a Correlation Coefficient of .998 (99.8%) the degree of association is identified as positive and such relationship is strong. Furthermore, using the test on goodness of fit, the result shows that 50% of the changes in the level of affective commitment can be attributed to the employee's attitude towards the company’s corporate identity. Finally, the study had proven that the organizational commitment of an employee is independent of his knowledge about his company’s corporate identity but his attitude towards it can cause some changes on his level of affective commitment to the organization. This means that the strength of a person's desire to continue working for an organization can be attributed to what he feels towards the way the organization presents itself to its public.