Kurumsal Sosyal Sorumluluk, Kurum İmajı ve Ağızdan Ağıza İletişim: Bir Deniz İşletmesi Müşteri Perspektifi

İşletmelerin hizmetlerini sunarken sorumlu davranışları müşterileri etkileyebilir ve uzun süreli müşteri ilişkileri sağlayabilir. Bu nedenle kurumsal sosyal sorumluluk işletmelerin sürdürebilirliği için kritik bir pazarlama stratejisi olarak görülmektedir. Kurumsal sosyal sorumluluk çalışanlara, müşterilere ve topluma göre sınıflandırılabilmektedir. Bu çalışma, müşterilerin bakış açısından kurumsal sosyal sorumluluğun davranışsal niyetler üzerindeki etkisini paydaş teorisi ile destekleyen ve ağızdan ağıza iletişim ile sonuçlanan bir model temelinde araştırmıştır. Dolayısıyla çalışma, denizcilik sektöründe müşterilerin kurumsal sosyal sorumluk algıları ile kurumsal imaj, memnuniyet, sadakat ve ağızdan ağıza iletişim arasındaki ilişkileri belirlemeyi amaçlamaktadır. Araştırma verileri bir Türk armatör şirketinin 353 müşterisinden anket yoluyla elde edilmiştir. Verilere IBM SPSS 24.0 ve AMOS 21.0 kullanılarak güvenilirlik ve geçerlilik analizi uygulanmış ve hipotezler test edilmiştir. Bulgular firmanın müşteriler için kurumsal sosyal sorumluluk faaliyetlerinin müşteri memnuniyeti ve kurum imajı üzerinde pozitif yönde güçlü bir etkiye sahip olduğunu göstermiştir. Ayrıca kurum imajının müşteri memnuniyeti ve sadakati, müşteri memnuniyeti ve sadakatin ise ağızdan ağıza iletişim üzerinde pozitif yönde etkili olduğu tespit edilmiştir.

Anahtar Kelimeler:

Kurumsal Sosyal Sorumluluk, Kurum İmajı, Müşteri Tatmini, Müşteri Sadakati, Ağızdan Ağıza İletişim

Corporate Social Responsibility, Corporate Image, and Word of Mouth Communication: A Maritime Organization Customer Perspective

Responsible behaviour by businesses while providing their services might affect customers and result in long-term customer relationships. For this reason, corporate social responsibility is seen as a critical marketing strategy for the sustainability of businesses. Corporate social responsibility can be classified according to employees, customers, and society. This study explores the impact of corporate social responsibility on behavioural intentions from the customers' point of view, based on a model that supports stakeholder theory and results in word-of-mouth communication. Therefore, the study aims to determine the relationships between customers' perceptions of corporate social responsibility in the maritime sector and corporate image, satisfaction, loyalty, and word of mouth communication. Research data were obtained from 353 customers of a Turkish shipowner company through a survey. Reliability and validity analyses were applied to the data using IBM SPSS 24.0, and AMOS 21.0 and hypotheses were tested. The findings showed that the company's corporate social responsibility activities for customers strongly positively affect customer satisfaction and corporate image. In addition, it has been determined that corporate image positively affects customer satisfaction and loyalty, and customer satisfaction and loyalty positively affect word of mouth communication.

Keywords:

Corporate Social Responsibility, Corporate Image, Customer Satisfaction, Customer Loyalty, Word of Mouth Communication,

PDF

___

Akdoğan, M. Ş., & Şener, T. (2015). Kurum imajının müşteri sadakatine etkilerinin ticari bankalar üzerinde değerlendirilmesi: Nevşehir ili örneği. Zeitschrift für die Welt der Türken/Journal of World of Turks, 7(3), 7-31.
Akyüz, H. E. (2018). Yapı geçerliliği için doğrulayıcı faktör analizi: Uygulamalı bir çalışma. Bitlis Eren Üniversitesi Fen Bilimleri Dergisi, 7(2), 186-198.
Albuquerque, R., Koskinen, Y., & Zhang, C. (2019). Corporate social responsibility and firm risk: Theory and empirical evidence. Management Science, 65(10), 4451-4469. https://doi.org/10.1287/mnsc.2018.3043
Ali, H. Y., Danish, R. Q., & Asrar‐ul‐Haq, M. (2020). How corporate social responsibility boosts firm financial performance: The mediating role of corporate image and customer satisfaction. Corporate Social Responsibility and Environmental Management, 27(1), 166-177. https://doi.org/10.1002/csr.1781
Baş, T. (2010). Anket (6. baskı). Ankara: Seçkin Yayıncılık. Baş, T. (2010). Anket (6. baskı). Ankara: Seçkin Yayıncılık.
Brown, J. D. (2002). The Cronbach alpha reliability estimate. JALT Testing & Evaluation SIG Newsletter, 6(1). 17-18.
Byrne, B. M. (2010). Structural equation modeling with AMOS: basic concepts, applications, and programming (multivariate applications series). New York: Taylor & Francis Group, 396, 7384.
Carroll, A. B. (2016). Carroll’s pyramid of CSR: taking another look. International journal of corporate social responsibility, 1(1), 1-8. https://doi.org/10.1186/s40991-016-0004-6
Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word‐of‐mouth in the e‐banking services. International journal of bank marketing. 26(6), 399-417. https://doi.org/10.1108/02652320810902433
Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word‐of‐mouth in the e‐banking services. International journal of bank marketing. 26(6), 399-417. https://doi.org/10.1108/02652320810902433
Cengiz, E., & Kırkbir, F. (2007). Yerel halk tarafından algılanan toplam turizm etkisi ile turizm desteği arasındaki ilişkiye yönelik yapısal bir model önerisi. 7(1), 19-37.
Chang, J. I., & Lee, C. Y. (2020). The effect of service innovation on customer behavioral intention in the Taiwanese insurance sector: the role of word of mouth and corporate social responsibility. Journal of Asia Business Studies, 14(3), 341-360. https://doi.org/10.1108/JABS-06-2018-0168
Choi, B., & Choi, B. J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing. 48(1/2), 108-131. https://doi.org/10.1108/EJM-06-2011-0299
Çoban, S. (2003). Kurumsal imaj oluşturma aracı olarak sponsorluk ve internet uygulamaları. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(2), 213-229.
Darmawan, D., Mardikaningsih, R., & Hadi, S. The Effect of Service Quality, Customer Satisfaction and Corporate Image on Customer Loyalty in the banking sector in Indonesia. IOSR Journal of Business and Management, 19(11), 46-51. https://doi.org/10.9790/487X-1911064651
Ertuğrul, F. (2008). Paydaş teorisi ve işletmelerin paydaşlari ile ilişkilerinin yönetimi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (31), 199-223.
Fasoulis, I., & Kurt, R. E. (2019). Determinants to the implementation of corporate social responsibility in the maritime industry: a quantitative study. Journal of International Maritime Safety, Environmental Affairs, and Shipping, 3(1-2), 10-20. https://doi.org/10.1080/25725084.2018.1563320
Freeman, R. E. (1984). Strategic management: A stakeholder theory. Journal of Management Studies, 39(1), 1-21.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23. https://doi.org/10.1002/cjas.129
Gunawan, S., Budiarsi, S. Y., & Hartini, S. (2020). Authenticity as a corporate social responsibility platform for building customer loyalty. Cogent Business & Management, 7(1), 1775023. https://doi.org/10.1080/23311975.2020.1775023
Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi: temel ilkeler ve uygulamalı analizler. Seçkin Yayıncılık, Ankara.
Hair, J. F., Gabriel, M., & Patel, V. (2014). AMOS covariance-based structural equation modeling (CB-SEM): Guidelines on its application as a marketing research tool. Brazilian Journal of Marketing, 13(2), 44-55. https://doi.org/10.5585/remark.v13i2.2718
Huang, C. C., Yen, S. W., Liu, C. Y., & Huang, P. C. (2014). The relationship among corporate social responsibility, service quality, corporate image and purchase intention. International Journal of Organizational Innovation, 6(3). 68-84.
Huang, J. H., Lee, B. C., & Ho, S. H. (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598-614. https://doi.org/10.1108/02651330410568033
Ishak, I. C., Yaakub, M. Z. M., Ismail, S. B., Ali, M. M., & Idrus, M. A. M. A. M. (2017). An awareness level from csr actıvıtıes among selected marıne companıes. Journal of Business Innovation, 1(2), 1-20.
Javed, M., Rashid, M. A., Hussain, G., & Ali, H. Y. (2020). The effects of corporate social responsibility on corporate reputation and firm financial performance: Moderating role of responsible leadership. Corporate Social Responsibility and Environmental Management, 27(3), 1395-1409. https://doi.org/10.1002/csr.1892
Le, T. T. (2022). Corporate social responsibility and SMEs' performance: mediating role of corporate image, corporate reputation and customer loyalty. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-07-2021-1164
Mattila, M. (2009). Corporate social responsibility and image in organizations: for the insiders or the outsiders?. Social Responsibility Journal. 5(4). 540-549. https://doi.org/10.1108/17471110910995384
Melastri, K., & Giantari, I. G. A. K. (2019). Effect of service quality, company image, and customer satisfaction in Word Of Mouth. International Research Journal of Management, IT and Social Sciences, 6(4), 127-134. https://doi.org/10.21744/irjmis.v6n4.666
Murtiasih, S., Sucherly, S., & Siringoringo, H. (2014). Impact of country of origin and word of mouth on brand equity. Marketing Intelligence & Planning. 32(5), 616-629. https://doi.org/10.1108/MIP-04-2013-0073
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
OREL, F. D., & Bozdemir, M. (2018). Kurumsal sosyal sorumluluk ve hizmet kalitesinin kurum imajı ve satın alma niyeti üzerindeki etkileri. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 18(1), 63-80.
Radiman, R., Gunawan, A., Wahyuni, S. F., & Jufrizen, J. (2018). The effect of marketing mix, service quality, islamic values and institutional image on students’ satisfaction and loyalty. Expert Journal of Marketing, 6(2), 95-105. https://doi.org/10.4108/eai.8-10-2018.2288715
Renouard, C., & Ezvan, C. (2018). Corporate social responsibility towards human development: A capabilities framework. Business Ethics: A European Review, 27(2), 144-155. https://doi.org/10.1111/beer.12181
Sallam, M. A. (2016). An investigation of corporate image effect on WOM: The role of customer satisfaction and trust. International Journal of Business Administration, 7(3), 27-35. https://doi.org/10.5430/ijba.v7n3p27
Schumacker, R. E. (2006). Teacher's corner: conducting specification searches with amos. Structural equation modeling, 13(1), 118-129, https://doi.org/10.1207/s15328007sem1301_6
Shin, Y., & Thai, V. V. (2015). The impact of corporate social responsibility on customer satisfaction, relationship maintenance and loyalty in the shipping industry. Corporate Social Responsibility and Environmental Management, 22(6), 381-392. https://doi.org/10.1002/csr.1352
Sucu, İ. (2020). Kurumsal Sosyal Sorumluluk Kampanyalarının Marka İmajına Etkisi: Türkcell Markası Örneği. Yalova Sosyal Bilimler Dergisi, 10(21), 1-8.
Wang, C. C. (2020). Corporate social responsibility on customer behaviour: the mediating role of corporate image and customer satisfaction. Total Quality Management & Business Excellence, 31(7-8), 742-760. https://doi.org/10.1080/14783363.2018.1444985
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
Wu, T. J., Tsai, H. T., & Tai, Y. N. (2016). Would corporate social responsibility affect consumers’ attitudes towards brand and purchase behavior? Buyer-seller guanxi as the moderator. Revista de Cercetare si Interventie Sociala, 53, 272-287.
Yaşlioğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
Yeniçeri, T., & Yücel, İ. (2009). Müşteri ilişkileri, örgütsel bağlılık, plânlama, öğrenme yönlülük, uyum sağlayıcı davranış ile satış performansı arasındaki ilişkilerin incelenmesi. C.Ü. İktisadi ve İdari Bilimler Dergisi, 10(1), 137-157.
Yeo, R. K., & Youssef, M. A. (2010). Communicating corporate image into existence: the case of the Saudi banking industry. Corporate Communications: An International Journal, 1583), 263-280. https://doi.org/10.1108/13563281011068122
Yıldız, S., & Tehci, A. (2014). Ağızdan ağıza iletişimde müşteri tatmini ve müşteri sadakati ile mağaza imajı boyutları: Ordu ilinde bir uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(1), 441-460.
Yildiz, E. (2017). Effects of service quality on customer satisfaction, trust, customer loyalty and word of mouth: an application on cargo companies in gümüşhane. Global Journal of Economics and Business Studies, 6(12), 81-88.
Zhang, Q., Cao, M., Zhang, F., Liu, J., & Li, X. (2020). Effects of corporate social responsibility on customer satisfaction and organizational attractiveness: A signaling perspective. Business ethics: A European review, 29(1), 20-34. https://doi.org/10.1111/beer.12243