Internalisasi Visi Misi dan Nilai Organisasi Melalui Program Corporate Image Development Sebagai Upaya Peningkatan Kinerja (Action Research)

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.