Examining the mediating role of life satisfaction in the impact of corporate image on employees' level of commitment to work

One of the most important challenges for today's institutions is to ensure that employees are committed to their jobs. Especially, high level of commitment by qualified employees can lead to various positive outcomes for institutions. Therefore, it is important to examine the factors that may affect the level of commitment of employees. Commitment to work should not be considered only as a relationship between the job and the employee, and it should be kept in mind that many factors can affect this process. In this context, it should be emphasized that the corporate image is also an important element. The corporate image can create a motivating effect not only on customers but also on employees, increasing their job satisfaction and life satisfaction. In this context, it can be argued that the corporate image can affect the level of commitment to work. In addition, it is thought that life satisfaction may play a mediating role in the interaction between corporate image and commitment to work. In this study, as a result of the analyses conducted using Structural Equation Modeling (SEM), it was determined that reliability and innovation, which are the sub-dimensions of the corporate image, significantly increase the level of commitment of employees to work. In particular, it was observed that reliability positively affects the energy and concentration level of employees. However, it was determined that the mediating effect of life satisfaction in the relationship between corporate image perception and work engagement was limited to the performance sub-dimension. Although the results are consistent with the literature, the positive effect of the innovativeness dimension of corporate image on work engagement provides a new contribution to the literature. The mediating role of life satisfaction reveals that the general satisfaction level of employees are a critical factor in increasing their job performance. This research offers practical suggestions to employers on the need to develop corporate image and focus on employees' life satisfaction in order to strengthen employee commitment.