Abstract:

Organizational structures provide the foundational framework within which all organizations operate, driving personnel towards goals such as motivation, progress, effectiveness, and psychological satisfaction. Management's commitment to collectivist values, which are deeply rooted in conventional sociological theory, requires careful examination, as these ideals may conflict with individuals' natural desires when responding to social expectations within institutional contexts. This study explores the impact of collectivist values and psychological needs on work performance, focusing on employees in the public postal and telecommunication sectors of Kosovo. The research was conducted with a sample of 394 employees from Kosovo's public postal and telecommunication companies. To test the hypotheses, the study employed the PROCESS macro model an advanced tool for analyzing mediation and moderation effects alongside multiple regression analysis. This approach was chosen to uncover the complex relationships and interactions between collectivist values (horizontal and vertical) and psychological needs in relation to work performance. The findings indicate that both horizontal and vertical collectivism significantly influence job performance. Horizontal collectivism is more closely associated with cooperation and workplace harmony, while vertical collectivism is linked to respect for hierarchy and authority. Furthermore, psychological needs (such as autonomy, relatedness, and competence) were found to mediate the relationship between collectivism and job performance. This mediation suggests that fulfilling psychological needs is crucial in enhancing the positive impact of collectivist values on individual performance. This paper is important because it reveals the impact of collectivist values on work performance and highlights the mediating role of psychological needs. It provides new insights into the management of employees in public sectors, showing how meeting these needs can improve individual performance.

Keywords:

Collectivist values, psychological needs, work performance.