| dc.description.abstract | The goals of this research is to find out the impact of the vision, mission and the
organizational values internalization through the corporate image development program
as an effort to increase the working performance using an action research approach. The
subjects of this research are the employees and the director of “I” Educational Institute.
The result in this study shows that there is an impact of the vision, mission and the
organizational values internalization to increase the working performance by the action
research approach. The data collection was done by using several methods, which are
interview, observation and document analysis. This research used the content analysis as
the data analysis method. The action research approach cycles was started from the
preliminary problem identification, preliminary discussion, data collection and preliminary
diagnose, feedback from data collection result, finding theory, together doing the
problem analysis, planning and applying an action, doing the reflection based on the
collective data and examining after implementing the taken action (Cummings & Worley,
2005 and Sagor, 2005).The intervention used in this research is the vision, mission and
values internalization through the corporate image development program. The corporate
image factors are corporate identity, reputation, physical environment/tangibles cues,
service offering/level of service and contact personnel (Leblanc & Nguyen, 1996). One of
the variables of contact personnel, which is beauty front liner, was organized based on
Bandura (1977) learning theory consideration was that they were expected to be the
public relations in “I” educational institute to create the company image, both internally
and externally. The first result of this action research is that the formulation and
internalization of the vision, mission and values of the organization has met the four
stages, the stages of awareness, knowledge, models and behavior changes (Luis, 2009
and Ritichie, 2000). The second result of the action research is that the program
development meets corporate image to the five factors specified. The third result of
action research is that the beauty front liner felt by the employees. The success of each
action applied is influenced by factors of leadership and human resource readiness. The
internalization of those vision, mission and organizational values would encourage an
attitude and behavioral changes of employees in working then build the corporate
culture. | en_US |
