ÇALIŞANLARIN KURUMSAL SOSYAL SORUMLULUK ALGISININ MÜŞTERİ ODAKLILIK VE ALGINAN PERFORMANS İLE İLİŞKİSİNİN İNCELENMESİ

Year 2022, , 851 - 870, 29.07.2022

Ebru Enginkaya , Gizem Köse

https://doi.org/10.30798/makuiibf.912775

Abstract

Günümüz şartlarında, hangi sektörde faaliyet gösterdikleri fark etmeksizin tüm sektörler rekabet avantajı kazanmak için kurumsal sosyal sorumluluğu etkin olarak kullanmaktadır. Kurumsal sosyal sorumluluk araştırmaları çoğunlukla tüketicilerin algısında yoğunlaşmıştır, konuya çalışanların bakış açısına ihtiyaç bulunmaktadır. Bu çalışma çalışanların kurumsal sosyal sorumluluk algısının, müşteri odaklılık ve algılanan performans ile ilişkisini incelemektedir. 218 çalışandan elde edilen veriler Kısmi En Küçük Kareler (PLS) Yapısal Eşitlik Modellemesi tekniği ile analiz edilmiştir. Sonuçlar çalışanların KSS algısının tüm boyutlarının müşteri odaklılık ve algılanan performans ile pozitif ilişkili olduğunu göstermektedir. Algılanan performansı açıklayan en güçlü değişken algılanan çevresel KSS aktiviteleriyken, müşteri odaklılığı açıklayan en güçlü değişken algılanan etik KSS aktiviteleridir. Ayrıca, müşteri odaklılık, algılanan performans ile pozitif ilişkilidir. Sonuçlar çalışan-temelli KSS ve onun olası pozitif sonuçları için yararlı içgörüler sunmaktadır. Ayrıca çalışma sonuçları ile çalışan temelli KSS'deki araştırma boşluğunu doldurmayı ve bunun pazarlama ile ilgili çıktılar üzerindeki etkisini incelemeyi hedeflemektedir.

Keywords

Kurumsal Sosyal Sorumluluk, Çalışanların Kurumsal Sosyal Sorumluluk Algısı, Müşteri Odaklılık, Algılanan Performans

EXAMINING THE RELATIONS BETWEEN EMPLOYEES’ PERCEPTION OF CORPORATE SOCIAL RESPONSIBILITY, CUSTOMER ORIENTATION AND PERCEIVED PERFORMANCE

Abstract

In today's conditions, almost all businesses, of regardless of the sector they operate in, use social responsibility effectively to gain competitive advantage. Researches on corporate social responsibility commonly centered on customers’ perception, while investigating employees’ point of view is still needed. This research investigates relations between employee perceptions of corporate social responsibility, customer orientation, and perceived performance. Data were obtained from 218 employees and analyzed by Partial Least Squares (PLS) Structural Equation Modelling technique. Results show that all dimensions of employees’ perception of CSR are positively related to customer orientation and perceived performance. Perceived environmental CSR activities are the strongest variable to explain perceived performance whereas perceived ethical CSR activities are the strongest variable to determine customer orientation. Furthermore, customer orientation is positively related to perceived performance. Results provide fruitful insights for employee-based CSR and its possible positive consequences. Furthermore, the study intends to fill the research void in employee-based CSR and investigate its effect on marketing related outputs with its results.

Keywords

Corporate Social Responsibility, Employee Perception of Corporate Social Responsibility, Customer Orientation, Perceived Performance

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