Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Unraveling the Mediating Impact of Uncivil Behaviour on Employee Commitment & Self-Efficacy: Marketing Strategies to Mitigate Workplace Incivility among Indian Academicians

Author(s): Ekta Jain, Charu Dhankar and Kriti Vashishtha

The purpose of this study is to investigate how uncivil behavior in the workplace affects an employee's level of commitment to their organization, in comparison to their level of self- efficacy. Additionally, the research explores effective marketing strategies to address and mitigate workplace incivility. Several important factors can influence the transition from being a self-sufficient employee to becoming a committed one, and uncivil behavior can play a role in mediating this transition. The study took a quantitative approach and collected primary responses from 300 academicians in India who had been working for a minimum 2 years. Although self-efficacy is important for achieving high productivity in the workplace, the direct relationship between self-efficacy and organizational commitment was found to be insignificant, but the inclusion of the mediator i.e., uncivil workplace behaviour generates a significant impact of the predictor in the dependent variable. This shows that there is a full mediation generated by the variable of uncivil workplace behaviour on the relationship between self-efficacy and organizational commitment. Overall, the indirect effect of uncivil behavior on the relationship between self-efficacy and organizational commitment is significant, accounting for 90.94% of the mediation.

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