How Leader’s Proclivity and Internal Communication Affect Rural Employees’ Attitude?

Unfavourable organizational environment adversely affect employees’ attitude, that is, job satisfaction and commitment. The purpose of the present paper is to empirically explore the impact of leaders’ proclivity and internal communication on rural employees’ job attitude (satisfaction and commitment) at urban workplaces in higher education sector in Northern India. The data were collected from 52 non-teaching ruralites (staff) working in the 30 teaching departments of University of Jammu, Jammu. The data was analysed using Partial Least Squares (PLS) research technique. Results reveal that leaders’ proclivity and internal communication significantly influence employees’ job satisfaction and commitment. Employees’ contribution towards the sustainability and progress of organization should not be taken for granted or ignored. Leaders must adopt positive attitude towards employees by nurturing them and taking care of needs and requirements of non-teaching along with teaching staff members. All such practices that aid internal communication process effectively must be developed and encouraged so that employees remain committed and satisfied at work place. This research paper presents for the first time the impact of higher authorities’ proclivity on employees’ job attitude, and that too focusing on the rural background of employees working in the higher education sector of North India. Study is cross-sectional in nature. Future researchers can conduct the longitudinal study and incorporate more antecedents, consequences, moderators and mediators in the study.