THE EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ACTIONS ON CUSTOMER LOYALTY, CUSTOMER TRUST AND COMPANY IMAGE: AN INVESTIGATION IN HOTEL BUSINESSES
Öz
The aim of this study is to measure whether corporate social responsibility practices increase customer trust, customer loyalty and firm image at 4 and 5 stars hotels in Kuşadası Region. A face-to-face survey was conducted on 271 customer at 6 hotels in Kuşadası Region. The results of the study were carried out percentage-frequency, factor analysis, correlation and regression analysis among corporate social responsibility, customer loyalty, customer trust and firm image. The results points out that there is a meaningful result in consequence of analysis for evaluating whether these hotel firms, increase customer trust, customer loyalty and firm image by applying corporate social responsibility. In case corporate social responsibility is applied, the increase of customer loyalty, customer trust and firm image has been abserved
Anahtar Kelimeler
Corporate social responsiblity, customer loyalty, customer trust, company image
Kaynakça
- Kaynakça Bulunmuyor