Impact of organizational identification on work role performance among virtual workers: A case study of banks operating in Mansehra.
Keywords:Organizational identification, work role performance, Virtual Workers
Virtual workers perform differently in a particular set of organizational environments. The purpose of this study is to evaluate organizational identification as motivating factor that motivate them to perform effectively and effectively in a particular virtual work environment. Virtual workers' organizational identification play an important role in their work role performance. Virtual employees will perform differently at a different level of organizational identification. Moreover, their performance is evaluated based on proficient performance, adaptive performance, and proficient performance at three three-level which are at individual, team member, and organizational member levels. To evaluate this phenomenon moderation impact of level of virtuality was analyzed on relationship of organizational identification with work role performance. This study was conducted on the bank employees in Mansehra district of Khyber Pakhtunkhwa, Pakistan selected based on banks operating in Mansehra city.
This study shows positive relationship among organizational identification and work role performance. Along with it, it is evident from results, the moderating variable i.e., level of virtuality strengthens positive relationship of organizational identification with work role performance.
Furthermore, the study at hand evaluates variables of motivational theory and its relationship with work role performance. Moreover, it also assesses impact of level of virtuality on relationships among organizational identification and work role performance. This research is unique in studying organizational identification, work role performance, and level of virtuality collectively. Moreover, limited literature on the variables of the study was available while using the employed methodologies of the study at hand. This will provide detailed literature about the mentioned variables. Furthermore, this study also motivates researchers to evaluate and investigate level of virtuality, work role performance, and organizational identification in new perspectives.