What is it?
Normative commitment is a psychological concept that refers to an employee's sense of obligation to remain with their employer, often based on moral or ethical considerations. It arises when employees feel that staying with the organisation is the "right thing to do," either because the organisation has invested in their development, provided opportunities, or supported them in ways that create a sense of loyalty. This type of commitment is different from affective commitment (based on emotional attachment) and continuance commitment (based on perceived costs of leaving). Normative commitment can develop for various reasons, such as receiving extensive training, company-sponsored education, or personal favours that create a sense of indebtedness to the organisation. Employees with strong normative commitment may stay with the organisation out of a sense of duty, even if other opportunities arise.
Why is it important?
- Increases Employee Retention: Employees who feel a strong sense of normative commitment are less likely to leave the organisation, which can reduce turnover rates. This can be especially important in industries where retaining talent is challenging or costly.
- Enhances Loyalty: Normative commitment fosters loyalty, as employees feel an ethical responsibility to remain with the company, which can strengthen organisational culture and employee engagement.
- Creates Stability: Organisations benefit from normative commitment because it creates a more stable workforce. Employees who stay out of a sense of duty are likely to continue contributing to the organisation, even if they are not actively seeking emotional satisfaction or other external rewards.
- Promotes Long-Term Relationships: Employees with normative commitment often stay with the organisation for longer periods, allowing for the development of long-term relationships between employees and management, which can enhance teamwork and organisational knowledge.
- Encourages Reciprocity: When organisations invest in their employees, such as through professional development, employees may feel a moral obligation to reciprocate by staying with the company, working harder, or going the extra mile.
Challenges of Normative Commitment:
- Potential for Decreased Motivation: If employees stay out of obligation rather than desire, they may not be fully motivated or engaged in their work. This could lead to lower performance over time.
- Risk of Job Dissatisfaction: Employees with strong normative commitment may feel trapped in their roles, leading to job dissatisfaction, burnout, or resentment, especially if they feel their loyalty is not reciprocated.
- Unaligned Personal Goals: In cases where normative commitment is high, employees may stay even when their personal career goals are no longer aligned with the organisation’s objectives, limiting their own career growth and hindering organisational innovation.
