KURUMSAL SOSYAL SORUMLULUK VE HİZMET İNOVASYONUNUN MÜŞTERİ BAĞLILIĞINA ETKİSİ

Müşteri bağlılığı, işletmelerin gelir elde etmelerinde önemli unsurlardan biridir. Hizmetlerin üretim aşamasında tüketilmesi, rakip sunumları ile benzer olması, üretici ile tüketicinin aynı zamanda bulunmaları ve müşterinin memnun kalmaması durumunda kolaylıkla diğer işletmeleleri tercih etmesi gibi nedenlerden dolayı hizmet işletmelerinde bağlılık oluşturmak zordur. Hizmet işletmeleri bağlılığı sağlamak için rakiplerden farklı uygulamalar yapması gerekmektedir. Bu farklılık, inovasyon ve toplumsal olaylara karşı duyarlılıkla sağlanabilir. Çünkü günümüz müşteri toplumsal olaylara karşı daha duyarlı davranmaktadır. Buradan hareketle bu çalışmada, kurumsal sosyal sorumluluk ile hizmet inovasyonun müşteri bağlılığına etkisinin olup olmadığı belirlenmeye çalışılmıştır. Bu amaç doğrultusunda Uşak il merkezinde şubesi bulunan bir bankanın yatırım hesabı müşterileri ile anket uygulanmıştır. Verilerin analizinde, frekans dağılımı, güvenilirlik analizi, aritmetik ortalama, standart sapma, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi kullanılmıştır. Analizler sonucunda, kurumsal sosyal sorumluluk ve hizmet inovasyonunun müşteri bağlılığı üzerinde etkisinin olduğu görülmüştür.

Anahtar Kelimeler:

Hizmet Pazarlaması, Kurumsal Sosyal Sorumluluk, Hizmet İnovasyonu

THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY AND SERVICE INNOVATION ON CUSTOMER LOYALTY

Customer loyalty is one of the most important factors for firms to generate income. It is difficult to create customer loyalty for service firms because consumption of services in the production phase is similar to competitors’ applications, usually producers and consumers are presen at the same time, and when the customer is not satisfied, they prefer other firms easily. Service providers need to be aware of different practices from competitors to ensure this commitment. In order to differentiate a service, customers need to see an innovation and sensitivity to social events. Because today's customers are more sensitive to social events. In this study, it has been tried to determine whether corporate social responsibility and service innovation have an impact on customer loyalty. For this purpose, a survey was conducted with the investment account customers of a bank located in the city center of Uşak province. In the analysis of the data, frequency, reliability analysis, arithmetic mean, standard deviation, confirmatory factor analysis and structural equation model were used. As a result, it has been seen that corporate social responsibility and service innovation have an impact on customer advocacy, customer value and quality of relationship in customer advocacy.

Keywords:

Service Marketing Corporate Social Responsibility, Service Innovation, Customer Loyalty,

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