İŞLETME KURUCUSU VE YÖNETİCİLERİNİN TAHMİNLERİNDEN HAREKETLE, TÜRKİYE’DE MÜŞTERİLERE DÖNÜK KURUMSAL SOSYAL SORUMLULUK UYGULAMALARININ İŞLETMELERİN KURUMSAL İTİBARINA ETKİLERİ

Yıl 2018, Cilt: 19 Sayı: 2, 500 - 524, 30.11.2018

Yalçin Yalman M. Kemalettin Çonkar

Öz

Çalışma sonucunda, işletme kurucusu ve yöneticilerine
göre işletmelerin müşterilere yönelik kurumsal sosyal sorumluluk uygulamaları
ile işletmelerin kurumsal itibarları arasında pozitif yönlü ve anlamlı bir
ilişki olduğu belirlenmiştir.

Anket, rekabet gücü yüksek, en fazla ihracat yapan
sektörler arasında bulunan, beş grupta toplanan ve hizmetlerle birlikte altı
sektördeki işletmelere elektronik posta yoluyla gerçekleştirilmiştir. Türkiye
genelinde, çalışan sayısı on ve üzerinde olan işletmelerin kurucu ve yöneticilerinin
katılımıyla yapılmıştır.

İşletme kurucu ve yöneticilerinin tahminlerinden hareketle, Türkiye’de
müşterilere dönük kurumsal sosyal sorumluluk uygulamalarının işletmelerin
kurumsal itibarına etkilerini belirlemek
araştırmanın temel konusudur. Müşterilere yönelik KSS uygulamaları ve kurumsal
itibar ilişkisini açıklayan modeller bir diğer konudur.

Kurumsal sosyal sorumluluk (KSS) işletmelerin, faaliyetlerinde sadece
yatırımcıları değil, çevre, tüketiciler, çalışanlar, tedarikçi ve aracılar,
devlet ve toplum gibi paydaşlarını da hesaba kattığı, ekonomik değerlerin
ötesinde insani değerlere önem verdiği bir yaklaşımdır. Kurumsal itibar ise
paydaşlarının iletişim ve etkileşimleri sonucunda, rakipleri ile de kıyaslayarak
zaman içerisinde işletmeyle ilgili oluşturdukları algılarının toplamıdır. 

Anahtar Kelimeler

KSS, kurumsal itibar, işletme paydaşları, KSS faaliyetleri

Kaynakça

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