The Relationship Between Corporate Social Responsibility and Employer Branding: A Study on Marina Employees

Yıl 2024, Cilt: 16 Sayı: 2, 211 - 230

Görkem Akgül , Edip Örücü

https://doi.org/10.18613/deudfd.1571540

Öz

This study examines the relationship between Corporate Social Responsibility (CSR) and employer branding in the marina industry. Exploratory factor analysis and correlation analysis were conducted within the scope of the research. The findings reveal that there is a positive and strong relationship between CSR practices and employer brand. It has been determined that the interaction of CSR with employees, customers, and social stakeholders contributes to the strengthening of employer branding. These findings suggest that CSR practices in the marina industry not only fulfill environmental and social responsibilities but also serve as a crucial factor in enhancing the competitive advantage of businesses. This research fills an important gap in the literature as one of the few studies focusing on the relationship between CSR and employer branding in the marina industry.

Anahtar Kelimeler

Corporate Social Responsibility, Employer Branding, Marina Industry, Correlation Analysis, Factor Analysis

Kurumsal Sosyal Sorumluluk ve İşveren Markası Arasındaki İlişki: Marina Çalışanları Üzerine Bir Araştırma

Öz

Bu çalışma, marinacılık sektöründe Kurumsal Sosyal Sorumluluk (KSS) ile işveren markası arasındaki ilişkiyi incelemektedir. Araştırma kapsamında keşfedici faktör analizi yapılmış ve korelasyon analizi uygulanmıştır. Elde edilen bulgular, KSS uygulamaları ile işveren markası arasında pozitif ve güçlü bir ilişki olduğunu ortaya koymaktadır. KSS’nin, çalışanlar, müşteriler ve sosyal paydaşlarla olan etkileşiminin, işveren markasının güçlenmesine katkı sağladığı tespit edilmiştir. Bu bulgular, marinacılık sektöründe KSS uygulamalarının sadece çevresel ve toplumsal sorumlulukları yerine getirmediğini, aynı zamanda işletmelerin rekabet gücünü artıran önemli bir faktör olduğunu göstermektedir. Bu çalışma, marinacılık sektöründe KSS ve işveren markası arasındaki ilişkiye odaklanan sınırlı araştırmalardan biri olarak literatürdeki önemli bir boşluğu doldurmaktadır.

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk, İşveren Markası, Marinacılık Sektörü, Korelasyon Analizi, Faktör Analizi

Kaynakça

• Ambler, T. ve Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185-206.
• Backhaus, K. ve Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517.
• Benk, O., ve Sökmen, A. (2022). Karmaşık Devamlılık, Çalışan Sesi, İşveren Markası ve Farklılık Algısı İlişkisi: Bir Lojistik Örgütü. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(3), 1955-1982.
• Berthon, P., Ewing, M. ve Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.
• Bryman, A. (2016). Social research methods. UK: Oxford University Press.
• Büyüköztürk, Ş. (2009). Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum. Ankara: Pegem Akademi.
• Cable, D. M. ve Turban, D. B. (2001). Establishing the dimensions, sources and value of job seekers’ employer knowledge during recruitment. Research in Personnel and Human Resources Management, 20, 115-163.
• Collins, C. J. ve Stevens, C. K. (2002). The relationship between early recruitment-related activities and the application decisions of new labormarket entrants: A brand equity approach to recruitment. Journal of Applied Psychology, 87(6), 1121-1133.
• Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. USA: SAGE Publications.
• Crowther, D. ve Seifi, S. (2021). The Palgrave Handbook of Corporate Social Responsibility. Switzerland: Palgrave.
• Fasoulis, I. ve Kurt, R. E. (2019). Determinants to the implementation of corporate social responsibility in the maritime industry: a quantitative study. Journal of International Maritime Safety, Environmental Affairs, and Shipping, 3(1-2), 10-20.
• Fjortoft, B. E., Grimstad, S. M. F. ve Glavee-Geo, R. (2020). Motivations for CSR in the Norwegian maritime cluster: stakeholder perspectives and policy implications. Maritime Policy and Management, 47(8), 1010-1026.
• George, D. ve Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. Boston: Allyn & Bacon.
• Gürbüz, S. ve Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin.
• Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2009). Multivariate Data Analysis. NJ: Pearson Prentice Hall.
• Karakasnaki, M., Pantouvakis, A. ve Vlachos, I. (2023). Maritime social sustainability: Conceptualization and scale development. Transportation Research Part D: Transport and Environment, 121, 103804.
• Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. London: The Guilford Press.
• Ko, J., Jang, H. ve Kim, S. Y. (2021). The effect of corporate social responsibility recognition on organisational commitment in global freight forwarders. Asian Journal of Shipping and Logistics, 37(2), 117-126.
• Köklü, N., Büyüköztürk, Ş. ve Çokluk-Bökeoğlu, Ö. (2006). Sosyal bilimler için istatistik. Ankara: Pegem Akademi.
• Kuşçu, A. ve Okan, E. Y. (2010). An Exploratory Study on the Dimensions of Employer Branding. Öneri Dergisi, 9(34), 119-130.
• Lievens, F. ve Highhouse, S. (2003). The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer. Personnel Psychology, 56(1), 75-102.
• Rai, A. (2020). An application of the instrumental-symbolic framework in Maritime industry: A study on employer branding among seafarers. Management Research Review, 43(3), 270-292.
• Rampl, L. V. ve Kenning, P. (2014). Employer brand trust and affect: Linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1), 218-236.
• Sarı, F. Ö. (2016). Marina İşletmeciliği. Ankara: Nobel.
• Saylan, O. ve Eroğlu, U. (2021). Tersane İşletmelerinde Mevcut ve Potansiyel Çalışanların İşveren Marka Algısı. Yönetim ve Ekonomi Araştırmaları Dergisi, 19(1), 219-236.
• Şenbursa, N. ve Tehci, A. (2023). The Employees’ Viewpoint of Corporate Responsibility in the Turkish Maritime Management Organization. Multidisciplinary Scientific Journal of Maritime Research, 37(1), 47-57.
• Shin, Y. ve Thai, V. V. (2015). The Impact of Corporate Social Responsibility on Customer Satisfaction, Relationship Maintenance and Loyalty in the Shipping Industry. Corporate Social Responsibility and Environmental Management, 22(6), 381-392.
• Tabachnick, B. G. ve Fidell, L. S. (2014). Using multivariate statistics. Boston, MA: Pearson.
• Tsatsaronis, M., Syriopoulos, T., Gavalas, D., Boura, G., Trakadas, P. ve Gkorila, M. (2024). The impact of Corporate Social Responsibility on corporate financial performance: an empirical study on shipping. Maritime Policy and Management, 51(2), 226-239.
• Türker, D. (2006). The Impact of employee perception of corporate social responsibility on organizational commitment: A scale development study, Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, İzmir.
• Van Hoang, L. ve Vo, H. T. D. (2023). The evaluation model of the impact of corporate social responsibility on firm performance: A empirical study in the maritime transportation of Vietnam. Cogent Business and Management, 10(2), 2215085.
• Vlachos, I., Pantouvakis, A. ve Karakasnaki, M. (2024). Determinants and stressors of seafarers’ job satisfaction: evidence from a global survey. Maritime Policy & Management, 51(2), 283-303.
• Yang, C. C., Lai, P. L. ve Zhu, X. (2021). Can corporate social responsibility enhance organizational image and commitment in the ocean freight forwarding industry? Maritime Business Review, 6(4), 358-376.
• Yuen, K. F., Thai, V. V., Wong, Y. D. ve Wang, X. (2018). Interaction impacts of corporate social responsibility and service quality on shipping firms’ performance. Transportation Research Part A: Policy and Practice, 113, 397-409.
• Zhou, Y. ve Yuen, K. F. (2024). A Bayesian network model for container shipping companies’ organisational sustainability risk management. Transportation Research Part D: Transport and Environment, 126, 103999.