BİR KURUMSAL SOSYAL SORUMLULUK PROJESİNE KARŞI TÜKETİCİ TUTUMLARI ÜZERİNE ARAŞTIRMA: TURKCELL ERZURUM ÇAĞRI MERKEZİ PROJESİ

Yıl 2010, Cilt: 3 Sayı: 5, 45 - 70, 01.06.2010

Uğur Güllülü Sevtap Ünal Leyla Gödekmerdan Arzu Deniz

Öz

Günümüzde işletmeler, hem tüketicilerin istek ve ihtiyaçlarını karşılayarak onların tatmin edilmesine odaklanmakta hem de sosyal sorumluluk bilinciyle toplumun gereksinimlerine cevap vermeye çalışmaktadırlar. İşletmelerin sosyal sorumluluklarından birisi yatırım yaparak istihdam olanağı sağlamaktır. Öte yandan tüketicilerin, işletmelerin sosyal sorumluluk faaliyetlerine yönelik algı ve tutumları da oldukça önemlidir. Çünkü tüketicilerin bu uygulamalara yönelik olumlu tutumları işletmelere farklı bir rekabet üstünlüğü sağlamaktadır. Bu çalışmada Turkcell’in sosyal sorumluluk faaliyetleri kapsamında yaptığı yatırımlardan birisi olan “Erzurum Turkcell Çağrı Merkezi” ne yönelik tüketicilerin tutumlarını belirlemek amaçlanmıştır. Araştırmanın anakütlesini Erzurum şehir merkezinde yaşayan 18 yaş ve üstü tüketiciler oluşturmuştur. Bunlardan 420 kişiye yüzyüze anket uygulanmıştır. Yapılan analiz sonucuna göre; sosyal sorumluluk projelerine olumlu ve olumsuz bakan tüketicilerin Turkcell’in Erzurum çağrı merkezine ve çağrı merkezi ile ilgili TV reklam filmine yönelik tutumları arasında farklılık olduğu belirlenmiştir

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk, Tüketici Tutumları

A STUDY ON THE ATTITUDES OF CONSUMERS TOWARDS A CORPORATE SOCIAL RESPONSIBILITY PROJECT: PROJECT OF TURKCELL ERZURUM CALL CENTER

Öz

Today companies both focus on the satisfaction of consumers by meeting their desires and needs and try to respond to the needs of the society with consciousness on social responsibility. One of the companies’ social responsibilities is to provide employment by investments. On the other hand, the perception and attitudes of consumers towards companies’ social responsibility activities are very important; because positive attitudes of consumers towards these activities provide companies with a differnt competitive advantage. In this study, it was aimed to determine the attitudes of consumers towards Turkcell Erzurum call center which is one of Turkcell’s investments made as a part of corporate social responsibility activities. The population of the study was composed of consumers at the age of 18 or above living in Erzurum. A questionnaire was conducted by face to face among 420 persons. According to the results of the analysis, it was realized that there was a difference in the attitudes of consumers towards Turkcell Call Center and its TV ads among consumers who assess social responsibility projects positively and negatively

Anahtar Kelimeler

Corperate Social Responsibility, Consumer Attitude.

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