Corporate Social Responsibility in a Palestinian Cellular Company: Examining the Mediating Role of Job Satisfaction on Employee Intention to Stay

Abstract

Social responsibility is a modern concept that focuses on the commitment of institutions and companies to develop policies and practices that contribute to the improvement of society and the surrounding environment. This concept goes beyond traditional business frameworks to include ethics of dealing with interested parties, promoting environmental sustainability, and contributing to socio-economic development. When a brand adopts this approach, it develops strong relationships with society, increases credibility in the eyes of the public, and as a result has a positive impact on the economy and the local community. This research aims to look into how employee retention in the largest Palestinian cellular company is affected by (CSR) initiatives, focusing on job satisfaction as a mediating factor. Employing a quantitative research methodology, organized surveys were implemented for gathering data from a sample of 1540 workers at the two companies. Smart PLS 4 was used for data analysis process. The study’s findings demonstrated that there is no correlation between employees’ intention to stay at work and (CSR) activities; however, when job satisfaction acted as a mediating factor between the two variables, the relationship between the two variables—(CSR) activities and employees’ intention to stay—became evident. Moreover, the results showed that the four dimensions of CSR and intention to stay was not significant, when job satisfaction was mediated, this relationship became significant. This study was based on the psychological contract theory, and the results of the study showed a relationship between this theory and the results of the study. These findings highlight how crucial it is for businesses to incorporate (CSR) into their main strategies in order to improve employee retention and satisfaction, which will ultimately lead to long-term business success. After obtaining the results, recommendations were made for the Palestinian cellular telecommunications sector. Future studies are suggested in this paper.