THE DYNAMIC PATH BETWEEN SOCIAL RESPONSIBILITY AND CITIZENSHIP BEHAVIOR OVER ORGANIZATIONAL TRUST IN BANKING SECTOR

Abstract

In modern era, with growing societal expectation and regulatory pressures, banks are increasingly recognizing the importance of social responsibility initiatives not only for their reputation but also for positive relationships with stakeholders. The study aimed to examine the relationship between social responsibility, organization trust, and citizenship behavior within the context of banking sector in southern region KP, Pakistan. Using a sample of 309 employees, a series of path analyses were conducted to investigate the direct & mediated effects among variables. Firstly, social responsibility positively predicted the citizenship behavior (β = 0.752, p<0.001). Secondly, social responsibility also positively predicted organization trust (β = 0.787, p <0.001). Thirdly, organization trust positively predicted citizenship behavior (β = 0.874, p < 0.001). Lastly, the indirect effect of social responsibility on citizenship behavior through organization trust was significant (β = 0.739, p <0.001), indicating partial mediation. These findings confirmed the standing of social responsibility and organizational trust in promoting the positive citizenship behavior among the employees in banking sector in the context under considerations.