HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ

Year 2024, Issue: 37, 183 - 204, 25.10.2024

Şahap Akan , Asiye Aydın

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

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

Kurumsal Sosyal Sorumluluk İmajı, Havayolu Endüstrisi, Marka Aşkı, Marka Güveni, Tüketici Davranışları

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