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

Öz

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.

Anahtar Kelimeler

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Makro İktisat (Diğer), Turizm Politikası

Bölüm

Araştırma Makalesi

Yazarlar

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

Asiye Aydın Bu kişi benim
0009-0008-2324-9614
Türkiye

Erken Görünüm Tarihi

17 Ekim 2024

Yayımlanma Tarihi

25 Ekim 2024

Gönderilme Tarihi

10 Mart 2024

Kabul Tarihi

25 Haziran 2024

Yayımlandığı Sayı

Yıl 2024 Sayı: 37

DOI

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

IZ

https://izlik.org/JA99JD73GD

Kaynak Göster

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. DÜSBED. 2024;(37):183-204. doi:10.15182/diclesosbed.1450101

Chicago

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

EndNote

Akan Ş, Aydın A (01 Ekim 2024) HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 37 183–204.

IEEE

[1]Ş. Akan ve A. Aydın, “HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ”, DÜSBED, sy 37, ss. 183–204, Eki. 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 (01 Ekim 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. DÜSBED. 2024;:183–204.

MLA

Akan, Şahap, ve Asiye Aydın. “HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ”. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy 37, Ekim 2024, ss. 183-04, doi:10.15182/diclesosbed.1450101.

Vancouver

1.Şahap Akan, Asiye Aydın. HAVAYOLLARINDA KURUMSAL SOSYAL SORUMLULUK İMAJININ TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİ. DÜSBED. 01 Ekim 2024;(37):183-204. doi:10.15182/diclesosbed.1450101