فراترکیب اقدا‌م‌های مسئولیت اجتماعی سازمانی با رویکرد ذی‏نفعان برون‌سازمانی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، واحد تهران‌جنوب، دانشگاه آزاد اسلامی، تهران، ایران.

2 استادیار، گروه مدیریت منابع انسانی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران.

3 دانشیار، گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه هوایی شهید ستاری، تهران، ایران.

چکیده

هدف: تلاش سازمان‌ها برای برآورده‌کردن انتظارها و جلب رضایت ذی‌نفعان کلیدی خود، در حفظ بقا و ارتقای قابلیت رقابت‌پذیری و بهره‌وری سازمان تأثیر چشمگیری دارد. این گرایش، محور موضوعی حیاتی در زمینۀ تعامل اثربخش بین سازمان و محیط را تشکیل می‌دهد که «مسئولیت اجتماعی سازمانی» نام دارد. اهمیت این مقوله در دنیای رقابتی امروز، موجب شده است که مطالعات متعددی از دیدگاه‌های گوناگون و با اهداف گوناگون در خصوص آن انجام شود. به‌منظور کسب شناخت جامع‌تر از اقدام‌هایی که سازمان‌ها در این زمینه می‌توانند انجام دهند، پژوهش حاضر به مرور و طبقه‌بندی اقدام‌های گزارش شده بانک‌ها، در خصوص هر یک از ذی‌نفعان بیرونی سازمان پرداخته است.
روش: این پژوهش از نظر هدف کاربردی است و با رویکرد کیفی و روش فراترکیب اجرا شده است. منابع اطلاعاتی پژوهش، مقاله‌های منتشر شده درباره موضوع این پژوهش در پایگاه‌های علمی معتبر بین‌المللی در بازه زمانی منتخب است. این مقاله‌ها بر اساس معیارهای ورود به فرایند فراترکیب انتخاب شدند. برای تجزیه‌وتحلیل داده‌ها نیز از روش تحلیل محتوای کیفی استفاده شده است.
یافته‌ها: اقدام‌هایی که بانک‌ها برای عمل به مسئولیت اجتماعی سازمانی در ارتباط با ذی‌نفعان برون‌سازمانی خود انجام داده‌اند، در قالب پنج دسته اصلی طبقه‌بندی شدند: اقدام‌های مربوط به جامعه، محیط زیست، مشتریان، تأمین‌کنندگان و رقبا. به بیانی دقیق‌تر، می‌توان گفت که اقدام‌های مربوط به جامعه در شش طبقه دسته‌بندی شدند: اقدام‌های اقتصادی، اجتماعی، قانونی، هنری ـ فرهنگی، آموزشی ـ تحصیلی و بهداشتی ـ سلامتی. اقدام‌های مسئولیت اجتماعی بانک‌ها در خصوص محیط‌زیست، در قالب چهار دسته گروه‌بندی شدند: مصرف منابع و انرژی، حفاظت محیط‌زیست، توسعه محیط‌زیست و بانکداری سبز. اقدام‌های گزارش شده در خصوص مشتریان نیز در قالب چگونگی تعامل با مشتری، کیفیت خدمت‌رسانی به مشتری، ماهیت محصول و نحوۀ ارائۀ محصول به مشتریان طبقه‌بندی شد. در نهایت، انتظار ذی‌نفعان از بانک‌ها برای عمل به مسئولیت‌های اجتماعی خود باعث می‌شود که آن‌ها حتی نسبت به تأمین‌کنندگان و رقبای خود نیز بی‌تفاوت نباشند و در ارتباط با آن‌ها اقدام‌های غیراخلاقی انجام ندهند. هرچند شمار اقدام‌هایی که بانک‌ها در این زمینه انجام داده‌اند، نسبت به دیگر ذی‌نفعان کمتر است؛ اما توجه به آن‌ها در راستای عمل به مسئولیت اجتماعی بانک‌ها ضروری است.
نتیجه‌گیری: تلاش سازمان‌ها برای جلب رضایت و تأمین انتظارهای ذی‌نفعان مختلف خود، موجب می‌شود به‌عنوان سازمان مسئولیت‌پذیر اجتماعی شناخته شوند و در نتیجه، بقا و بهره‌وری پایدار آن‌ها، به‌ویژه در محیط‌های رقابتی بهبود یابد. ماهیت خاص روش‌شناسی تحقیق و بهره‌مندی از رویکرد کیفی و راهبرد فراترکیب، موجب شد که پژوهشگران با رویکردی کل‌گرا به این موضوع بپردازند؛ به‌گونه‌ای که اقدام‌های مسئولیت اجتماعی سازمانی در بانکداری، در ارتباط با ذی‌نفعان خارجی به‌صورت کلی شناسایی و طبقه‌بندی شده است. این نتایج می‌تواند راهنمای جامعی برای بانک‌ها و دیگر سازمان‌های مشابه باشد تا با استفاده از آن، برنامه‌های مسئولیت اجتماعی سازمانی خود را در خصوص ذی‌نفعان برون‌سازمانی تدوین کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Meta-synthesizing of Practices of Corporate Social Responsibility: External Stake-holders Approach

نویسندگان [English]

  • Maryam Khalatbari Moazam 1
  • Hamidreza Yazdani 2
  • Naser Asgari 3
1 PhD. Candidate, Department of Public Administration, Faculty of Management and Accounting, South Tehran Branch, Islamic Azad University, Tehran. Iran.
2 Assistant Prof., Department of Human Resource Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran.
3 Associate Prof., Department of Public Administration, Faculty of Management, Shahid Sattari Aeronautical University of Science and Technology, Tehran, Iran.
چکیده [English]

Objective
In the context of today's intensely competitive environments, the ability of organizations to meet and exceed the expectations of their key stakeholders has become increasingly crucial for their survival, as well as for boosting their overall competitiveness and productivity. This dynamic forms the crux of a significant issue in the realm of effective interaction between organizations and their external environment, widely recognized as "corporate social responsibility" (CSR). The critical importance of CSR in the competitive landscape of today's markets has led to a proliferation of scholarly studies from varied perspectives, each with distinct objectives. In pursuit of gaining a deeper and more comprehensive understanding of the CSR practices adopted by organizations, this research has undertaken a detailed review and classification of the strategies that banks have implemented in alignment with their responsibilities towards external stakeholders.
Methods
This study is conducted as qualitative applied research employing a meta-synthesis approach. The data sources for this investigation included a curated selection of articles from international scientific databases, carefully chosen based on stringent criteria designed specifically for the meta-synthesis process.
Results
The practices that banks have adopted in accordance with their corporate social responsibility towards their external stakeholders can be systematically categorized into five principal groups: actions related to society, the environment, customers, competitors, and suppliers. Delving deeper, societal-related actions are subdivided into six classifications: economic, social, legal, artistic-cultural, educational, and sanitary-health initiatives. Environmental CSR actions by banks are grouped into four distinct categories: resource and energy consumption management, environmental protection efforts, environmental development initiatives, and practices related to green banking. The classifications of actions related to customers are delineated based on the nature of customer interactions, the quality of customer service provided, the intrinsic qualities of the products, and the delivery methods of these products. Additionally, the expectations of stakeholders compel banks not only to act ethically towards their suppliers and competitors but also to avoid any unethical practices. Although the actions taken in this regard are less numerous than those aimed at other stakeholders, their importance in the CSR strategies of banks cannot be underestimated.
Conclusion
The diligent efforts of banks to align with the expectations of their stakeholders establish them as socially accountable entities, which significantly enhances their sustainability and continuous productivity within competitive markets. The distinctive nature of the research methodology, incorporating both qualitative approaches and meta-synthesis strategies, enabled the researchers to tackle this issue from a holistic perspective. Consequently, the practices of corporate social responsibility in the banking sector with regard to external stakeholders were exhaustively identified and systematically classified. These comprehensive findings provide a valuable and effective framework for banks and other akin organizations to develop and refine their corporate social responsibility programs concerning external stakeholders.

کلیدواژه‌ها [English]

  • Corporate social responsibility
  • External stakeholders
  • Banking industry
  • Meta-synthesis

مراجع

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مدیریت دولتی
دوره 16، شماره 2
1403
صفحه 422-454

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