HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ

Şahap Akan; Asiye Aydın

doi:10.15182/diclesosbed.1450101

HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ

Abstract

Bu çalışmada havayolu endüstrisinde kurumsal sosyal sorumluluk (KSS) imajının müşteri sadakati üzerindeki etkisi Biliş-Duygu-Davranış (BDD) modeli bağlamında incelenmiştir. Ayrıca bu etkiyi doğrudan ele almanın yanı sıra, dolaylı olarak marka aşkının ve marka güveninin aracılık etkisi de değerlendirilmiştir. Oluşturulan teorik modeli test etmek için havayolu işletmelerinin KSS faaliyetlerinden haberdar olan katılımcılar seçilmiştir. Google-Forms üzerinden oluşturulan anket formları vasıtasıyla 214 geçerli anket formu toplanmıştır. Anket verilerine dayanarak araştırma modelini test etmek için kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) yaklaşımı benimsenmiştir. Araştırmanın sonuçları KSS imajının marka aşkını, marka güvenini ve müşteri sadakatini olumlu yönde etkilediğini ortaya koymuştur. Ayrıca, marka aşkı ve marka güveninin KSS imajı ile müşteri sadakati arasındaki ilişkide aracılık etkisinin olduğu belirlenmiştir. Sonuç olarak, bu araştırma değerli akademik ve pratik çıktılar sunmaktadır.

Keywords

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Details

Primary Language

Turkish

Subjects

Macroeconomics (Other), Tourism Policy

Journal Section

Research Article

Authors

Şahap Akan ^*
0000-0002-4633-7683
Türkiye

Asiye Aydın This is me
0009-0008-2324-9614
Türkiye

Early Pub Date

October 17, 2024

Publication Date

October 25, 2024

Submission Date

March 10, 2024

Acceptance Date

June 25, 2024

Published in Issue

Year 2024 Number: 37

DOI

https://doi.org/10.15182/diclesosbed.1450101

IZ

https://izlik.org/JA99JD73GD

Cite

RIS / Bibtex

APA

Akan, Ş., & Aydın, A. (2024). HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 37, 183-204. https://doi.org/10.15182/diclesosbed.1450101

AMA

1.Akan Ş, Aydın A. HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2024;(37):183-204. doi:10.15182/diclesosbed.1450101

Chicago

Akan, Şahap, and Asiye Aydın. 2024. “HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ”. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, nos. 37: 183-204. https://doi.org/10.15182/diclesosbed.1450101.

EndNote

Akan Ş, Aydın A (October 1, 2024) HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 37 183–204.

IEEE

[1]Ş. Akan and A. Aydın, “HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ”, Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 37, pp. 183–204, Oct. 2024, doi: 10.15182/diclesosbed.1450101.

ISNAD

Akan, Şahap - Aydın, Asiye. “HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ”. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 37 (October 1, 2024): 183-204. https://doi.org/10.15182/diclesosbed.1450101.

JAMA

1.Akan Ş, Aydın A. HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2024;:183–204.

MLA

Akan, Şahap, and Asiye Aydın. “HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ”. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 37, Oct. 2024, pp. 183-04, doi:10.15182/diclesosbed.1450101.

Vancouver

1.Şahap Akan, Asiye Aydın. HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2024 Oct. 1;(37):183-204. doi:10.15182/diclesosbed.1450101