Müşteri Temelli Kurumsal İtibarın Müşteri Vatandaşlık Davranışına Etkisinde Müşteri-Firma Özdeşleşmesinin Aracı Rolü

Yıl 2023, Cilt: 16 Sayı: 3, 637 - 668, 30.09.2023

Neslişah Özdemir

Öz

Bu araştırmanın amacı, bankacılık sektöründe müşteri temelli kurumsal itibarın müşteri vatandaşlık davranışına etkisinde müşteri-firma özdeşleşmesinin aracı rolünün incelenmesidir. Kavramlar arasında öne sürülen ilişki, sosyal kimlik teorisi çerçevesinde ele alınmaktadır. Bu doğrultuda, 226 banka müşterisinden veri toplanmış ve araştırma hipotezlerini test etmek için process makro kullanılmıştır. Analizler sonucunda, müşteri temelli kurumsal itibarın ve müşteri-firma özdeşleşmesinin müşteri vatandaşlık davranışını olumlu yönde etkilediği tespit edilmiştir. Kurumsal itibar güçlü algılandığında, müşterilerin bankayla daha çok özdeşleştiği belirlenmiştir. Bunun yanı sıra, müşteri temelli kurumsal itibarın müşteri vatandaşlık davranışına etkisinde müşteri-firma özdeşleşmesinin bütünleyici aracı role sahip olduğu tespit edilmiştir. Bu araştırma, kurumsal itibar ile müşteri vatandaşlık davranışı arasındaki ilişki mekanizmasını açıklaması yönüyle kurumsal itibar ve müşteri vatandaşlık davranışı literatürüne katkı sağlamaktadır. Ayrıca araştırmanın bulguları, banka yöneticileri için çıkarımlar sunmaktadır.

Anahtar Kelimeler

Kurumsal itibar, müşteri-firma özdeşleşmesi, müşteri vatandaşlık davranışı, banka

The Impact of Customer- Based Corporate Reputation on Customer Citizenship Behavior: The Mediating Role of Customer-Company Identification

Öz

The aim of this study is to reveal the mediating role of customer-company identification in the relationship between customer-based corporate reputation and customer citizenship behavior in the banking sector. Social identity theory is used to examine the proposed relationship between the concepts. In this vein, data were collected from 226 bank customers and the Process macro was used to test the hypotheses. The results revealed that customer-based corporate reputation and customer-company identification have a significant positive effect on customer citizenship behavior. Moreover, findings suggested that when perceived corporate reputation is strong, customer-bank identification enhances. The results also showed that customer-company identification had a complemantary mediator role in the relationship between customer-based corporate reputation and customer citizenship behavior. This study contributes to corporate reputation and customer citizenship behavior literature by elucidating the mechanism underlying their relationship. Moreover, the findings of this study have implications for bank managers.

Anahtar Kelimeler

Corporate reputation, customer-company identification, customer citizenship behavior, bank

Kaynakça

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