Impact of Organizational Identification on Work Role Performance Among Virtual Workers: A Case Study of Banks Operating in Mansehra

Abstract

In organizations and businesses, virtuality is becoming an increasingly common phenomenon for their operations. The moving trend of organizations toward the virtual work environment had influenced many industries, banking industry among highly influenced. Virtual workers perform differently in a particular set of organizational environments. It is therefore imperative to know the predictors of virtual workers and to evaluate the impact of such predictors on the performance of virtual workers. This study is thus intended to examine the impact of organizational identification on the performance of virtual workers. Furthermore, this study examined the path that leads organizational identification to the performance of virtual workers by examining the level of vvirtuality as a moderator on the link of Organizational identity- performance. Hypotheses were developed with the help of preceding literature and motivational theory in the context of banking sector. Data were collected from 150 employees and their supervisor of banking sector, through probability sampling technique. Result revealed that organizational identification has a constructive role in shaping the performance of the employees of the banks. Furthermore, level of virtuality has played a positive and significant role in strengthening the impact of organizational identification on work role performance. Practical and theoretical implications are discussed.