Внутренний имидж и организационная лояльность в компаниях с разным уровнем социальной защищённости сотрудников
The purpose of the research is to identify the relationship between the parameters of the internal image of the organization and the components of organizational loyalty in companies with different levels of stability and social protection of employees. Methods.. Shagzhina’s method for investigating the internal image (Shagzhina, 2008) and the methodology of J. Meyer and N. Allen for the study of organizational loyalty (Meyer, Allen, 1991) have been used. The study sample was 198 employees from three different companies. Characteristics of companies were determined through interviews with management and employees. Internal regulatory documents were also analyzed. Results. The results showed that the relationship between the parameters of the internal image and the components of organizational loyalty is mediated by organizational factors. The correlation of the internal image factors «Opportunity and attractiveness for self-actualization and development» and «Social security» with the affective component of organizational loyalty was discovered in all organizations. However, some specific connections were also found, these connections apparently were mediated by organizational characteristics. For example, strengthening the importance of the factor of the internal image of «Social Security» and its relationship with loyalty can be explained through dissatisfaction of employees in this field. Value of the results. The results of the research can be used in the practice of HR-management, organizational counseling and public to build employee loyalty and a positive internal image of the company.