RELATIVE MODEL BETWEEN CORPORATE SOCIAL RESPONSIBILITY, TRUST, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN THE TURKISH AIRLINE INDUSTRY

Abstract

In today's world of competition on a global scale, businesses have realized that achieving sustainable success cannot be achieved with short-term company strategies. For this reason, businesses that are in a different search have realized that social responsibility activities provide businesses with a long-term, sustainable competitive advantage. In addition, the impact of social responsibility activities on the welfare of society is accepted by all segments of the society. There is serious competition in the airline industry as well. Firms want to differentiate and increase their market share and ensure continuity. From the customer perspective, consumers expect companies to participate more in CSR activities and allocate more budgets for these activities, which in recent years has a serious impact on consumers' consumption and purchasing behavior. Customer loyalty is one of the most fundamental consumer behaviors that companies try to influence using Corporate Social Responsibility (CSR) as a marketing tool. Companies in the airline industry wonder how current and potential consumers will evaluate their CSR activities and, more importantly, whether these activities will lead to more loyal customers. In the airline industry, firms are increasingly formulating and implementing CSR policy initiatives. The main objective of this study is to analyze customer information and their views on Turkey airline market, and examine the relationship between CSR and customer loyalty. It will also be analyzed whether CSR has an impact on customer satisfaction and trust. In order to collect data for the study, the Turkish survey was prepared and conducted online. Frequent flyers are the target audience of the study. Within the scope of the research, a survey was conducted with 405 people. Answers of 332 participants were deemed appropriate for the study. Structural equation model was used for analysis. As a result of the analysis, the model established has been found to be meaningful. Social responsibility activities of airline companies have a positive effect on trust and customer satisfaction, but it has not been found to have a positive effect on customer loyalty. When airline companies increase their social responsibility activities, customers' trust in the company and customer satisfaction will increase, which will benefit the company.

Keywords

• Corporate social responsibility
• Customer Loyalty
• Customer Satisfaction
• Consumer Trust and Airlines

TÜRK HAVA YOLU ENDÜSTRİSİNDE KURUMSAL SOSYAL SORUMLULUK, GÜVEN, MÜŞTERİ MEMNUNİYETİ VE MÜŞTERİ SADAKAT ARASINDAKİ İLİŞKİSEL MODEL

Öz

Küresel çapta rekabetin yaşandığı günümüzde işletmeler, sürdürülebilir başarıyı elde etmenin kısa dönemli firma stratejileri ile sağlanamayacağının farkına varmışlardır. Bu sebeple farklı arayış içerisine giren işletmeler sosyal sorumluluk faaliyetlerinin işletmelere uzun dönemli, sürdürülebilir bir rekabet avantajı sağladığını fark etmişlerdir. Buna ilave olarak sosyal sorumluluk faaliyetlerinin toplum refahına olan etkisi, toplumun tüm kesimlerince kabul görmektedir. Hava yolları sektöründe de ciddi bir rekabet söz konusudur. Firmalar farklılaşarak pazardaki payını arttırmak ve sürekliliği sağlamak istemektedirler. Müşteri yönüyle bakıldığında ise tüketiciler, firmaların KSS faaliyetlerine daha fazla katılmasını ve bu faaliyetlere daha fazla bütçe ayırmasını beklemektedir ki son yıllarda sosyal sorumluluk eğilimi tüketicilerin tüketimlerine ve satın alma davranışlarına ciddi etki etmektedir. Müşteri sadakati, şirketlerin bir pazarlama aracı olarak Kurumsal Sosyal Sorumluluk (KSS) kullanarak etkilemeye çalıştıkları en temel tüketici davranışlarından biridir. Hava yolu endüstrisindeki firmalar, mevcut ve potansiyel tüketicilerin KSS faaliyetlerini nasıl değerlendireceklerini ve daha da önemlisi bu faaliyetlerin daha sadık müşterilere yol açıp açmayacağını merak etmektedirler. Hava yolu endüstrisinde, firmalar KSS politika girişimlerini giderek daha fazla formüle ediyor ve uyguluyor. Bu çalışmanın temel amacı, Türkiye hava yolu pazarında müşteri bilgi ve görüşlerini incelemek ve KSS ile müşteri sadakati arasındaki ilişkiyi incelemektir. Ayrıca KSS’nin müşteri tatmini ve güvene etkisi olup olmadığı da analiz edilecektir. Çalışma için veri toplamak amacıyla Türkçe anket online olarak hazırlanmış ve yapılmıştır. Sık uçuş yapan kişiler çalışmanın hedef kitlesini oluşturmaktadır. Araştırma kapsamınca 405 kişi ile anket çalışması yapılmıştır. Bunlardan 332 katılımcının cevapları çalışma için uygun görülmüştür. Analiz için yapısal eşitlik modeli kullanılmıştır. Yapılan analiz sonucunda kurulan model anlamlı çıkmıştır. Hava yolu firmalarının firmalarında yaptığı sosyal sorumluluk faaliyetlerinin güven ve müşteri memnuniyeti üzerinde pozitif bir etkisi bulunmaktadır, ancak müşteri sadakat üzerinde pozitif etkisi olduğu bulunmamıştır. Hava yolları firmaları sosyal sorumluluk faaliyetlerini arttırdığında müşterilerin firmaya güveni ve müşteri memnuniyeti artacak bu da firmanın yararına olacaktır.

Anahtar Kelimeler

• kurumsal sosyal sorumluluk
• müşteri sadakati
• müşteri tatmini
• güven

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