İmaj ve Sosyal Sorumluluk Sadakat Yaratabilir mi? Sivil Havayolu İşletmeleri Örneği

Bu çalışmada sivil havayolu işletmelerinin kurumsal imajlarının müşteri sadakatine olan etkisi ve bu iki değişken arasındaki ilişkide kurumsal ve çevresel sosyal sorumluluk algısının düzenleyici rolünün ortaya konulması amaçlanmıştır. Çalışmanın amacı doğrultusunda nicel bir araştırma gerçekleştirilmiştir. Araştırmaya veri toplamak amacıyla Antalya Havalimanı’ndan Türk menşeili havayolu işletmeleri ile seyahat eden yolcularla yüz yüze anket çalışması gerçekleştirilmiştir. 488 yolcu ile gerçekleştirilen araştırmanın bulgularına göre; firmaların sahip oldukları kurumsal imajları, müşteri sadakatini pozitif yönde etkilemektedir. Ayrıca müşterilerin kurumsal ve çevresel sosyal sorumluluk algısı kurumsal imaj ile müşteri sadakati ilişkisini güçlendirmek suretiyle düzenlemektedir. Bunun yanı sıra cinsiyet, yaş ve seyahat sıklığı gibi kontrol değişkenlerinin müşteri sadakati üzerinde olumlu bir etkiye sahip olmadığı bulgulanmıştır.

Can Image and Social Responsibility Create Loyalty? Insights from Civil Aviation Companies

In this study, it is aimed to reveal the effect of corporate images of civil airline companies on customer loyalty and the moderator role of corporate and environmental social responsibility perception in the relationship between these two variables. For this purpose, a quantitative research has been carried out. In order to collect data for the research, a face-to-face survey was conducted with passengers traveling from Antalya Airport with airline companies of Turkish origin. According to the findings of the research conducted with 488 passengers, the corporate images of the companies positively affect customer loyalty. In addition, corporate and environmental social responsibility perception of customers moderate the relationship between corporate image and customer loyalty by strengthening it. In addition, it was found that control variables such as gender, age and frequency of travel did not have a positive effect on customer loyalty.

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