KURUMSAL SOSYAL SORUMLULUK PROJELERİNİN MÜŞTERİLERİN BANKA İMAJI ALGILARINA ETKİSİ ÜZERİNE BİR ÇALIŞMA

Yıl 2016, Cilt: 24 Sayı: 2, 86 - 105, 01.06.2016

Sinem Eyice Başev

Öz

Bu çalışmanın amacı kurumsal sosyal sorumluluk KSS projelerinin müşterilerin banka imajı algılarına etkisini araştırmaktır. Türkiye’nin en tanınan bankalarından biri olan İş Bankası bu çalışma için seçilmiştir. Bu bankanın seçilmiş olmasının en önemli sebebi bu bankanın KSS stratejilerini en yoğun kullanan bankalardan biri olmasıdır. Bu çalışmanın amacını gerçekleştirebilmek için anket uygulaması yapılmıştır ve 160 kişi bu uygulamaya katılmıştır. Sonuçlar göstermiştir ki Türk müşteriler çevrenin korunması gibi çevresel faktörlerden ziyade yetkin çalışan istihdamını, yüksek teknoloji kullanımını ve servislerin ulaşılabilir olmasını imaj yükselten faktörler olarak değerlendirmişlerdir. Bu anlamda bankaların çalışan ve teknoloji yükselten KSS uygulamalarını çevresel KSS uygulamalarına nazaran tercih etmeleri önerilmiştir. Sonuçlar yine göstermiştir ki yasal sosyal sorumlulukla imaj arasında pozitif ve güçlü; kurumsal iletişim ve imaj arasında pozitif ve güçlü; kurumsal dizayn ve imaj arasında pozitif ve güçlü ve gönüllü sosyal sorumlulukla imaj arasında pozitif ve güçlü bir ilişki vardır. Bu ilişkilerin tamamı istatistiksel olarak anlamlı bulunmuştur

Anahtar Kelimeler

Kurumsal sosyal sorumluluk, KSS, bankacılık, müşterilerin KSS algısı

THE EFFECT OF CSR ON CONSUMERS’ PERCEPTION TOWARDS BANK’S IMAGE

Öz

The aim of this study was to discuss the effect of CSR on consumers’ perception towards banks’ images. Is Bankasi, one of the well-known banks in Turkey, was chosen for this study as it is known as one of the most effective banks in the country in terms of using CSR as a strategy. Questionnaire was conducted and 160 participants participated to this study. The results showed that for the Turkish consumers, “being sensitive about environmental protection” is not a good image factor in choosing a bank; however, “employing qualified staff”, “using state-of-the-art technology” and “easy access to services” are the image increasing factors. This means that banks should be more focusing on employee and technology related CSR strategies rather than environment focused CSR strategies. The results also showed that there is a positive and significant relationship between legal and moral social responsibility LMSR and image; there is a positive and significant relationship between corporate communication and image; there is a positive and significant relationship between philanthropic social responsibility PSR and image and; there is a positive and significant relationship between corporate design and image

Anahtar Kelimeler

Corporate social responsibility, CSR, banking, consumer’s response to CSR

Kaynakça

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