The effect of employee value proposition on normative commitment

Keywords: employee value proposition, normative commitment, parastatal, work, rewards, opportunity, human resource management


Organisations continuously seek opportunities to be more productive through the human capital they employ. A firm offering of the employee value proposition (EVP) and understanding of employee commitment could enable organisations to have committed employees that enjoy their work and are oriented towards a growth trajectory. This study sought to examine the effect of the EVP on normative commitment in a parastatal organisation. A quantitative research approach was selected to explore the research objectives. The research instruments comprised of value attributes scale and normative commitment scale. The population sample consisted of employees (N=251). Convenience sampling was used within the context of the study. Descriptive statistics, Factory analysis, Pearson correlation analysis, and Regression analysis were employed to interpret data collected and address the research objectives. A positive relationship between the variables was established. The three EVP factors (work, rewards, and opportunity) positively correlate with normative commitment. Recommendations are made to managers and HR Practitioners regarding the EVP and normative commitment of parastatal employees, which have the potential to employee commitment when implemented. The study provided insights on the factors, affecting EVP and normative commitment. The study also showed the relationship between the variables, enabling management, and HR practitioners to implement strategic interventions to influence employees' normative commitment and EVP experience.


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Author Biographies

Nompilo Phungula, University of Johannesburg

Department of Industrial Psychology and People Management

College of Business & Economics

Nelesh Dhanpat, University of Johannesburg

Department of Industrial Psychology and People Management

College of Business & Economics

Roslyn de Braine, University of Johannesburg

Department of Industrial Psychology and People Management

College of Business & Economics


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How to Cite
Phungula, N., Dhanpat, N., & Braine, R. de. (2022). The effect of employee value proposition on normative commitment. EUREKA: Social and Humanities, (2), 46-57.
Social Sciences

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