Kurumsal Sosyal Sorumluluk Algısının Algılanan Fiyat ve Algılanan Hizmet Kalitesi Üzerindeki Etkileri

Öz

Bu çalışmada Mardin’de yaşayan insanların bankacılık hizmetlerine yönelik kurumsal sosyal sorumluluk algılarının algılanan fiyat ve algılanan hizmet kalitesi üzerindeki etkileri araştırılmıştır. Ayrıca algılanan fiyatın algılanan hizmet kalitesi üzerindeki etkisi de incelenmiştir. Araştırmanın evrenini Mardin’de yaşayıp düzenli olarak bankalarla işbirliği yapan kişiler oluşturmaktadır. Bu bağlamda 254 anket toplanmıştır. Araştırmanın amacı doğrultusunda oluşturulan modelin ve hipotezlerin test edilmesinde kısmi en küçük kareler (PLS-partial least squares) yol analizi kullanılmıştır. Buna göre; tüketicilerin kurumsal sosyal sorumluk algısının algılanan fiyat ve hizmet kalitesi üzerinde etkilerinin olduğu belirlenmiştir. Yine algılanan fiyatın algılanan hizmet kalitesine etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

• Kurumsal sosyal sorumluluk algısı
• Algılanan fiyat
• Algılanan hizmet kalitesi
• Mardin

The Effects of Corporate Social Responsibility on Perceived Price and Perceived Service Quality

Öz

In this study, the effects of corporate social responsibility perceptions towards banking services of people living in Mardin, a province in southeastern Turkey, on perceived price and perceived service quality were investigated. In addition, the effect of perceived price on perceived service quality was also examined. The population of the research consists of people who live in Mardin and regularly collaborate with banks. In this context, 254 questionnaires were collected. Partial least squares (PLS) path analysis was used to test the model and hypotheses created in line with the purpose of the study. Based on the findings, it has been determined that customers' perception of corporate social responsibility has an impact on perceived price and service quality. Furthermore, it has been found that the perceived price has an effect on the perceived service quality.

Anahtar Kelimeler

• Perceived Corporate Social Responsibility
• Perceived Price
• Perceived Service Quality
• Mardin

Kaynakça

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