KURUMSAL SOSYAL SORUMLULUK VE HİZMET İNOVASYONUNUN MÜŞTERİ BAĞLILIĞINA ETKİSİ
Öz
Müşteri bağlılığı, işletmelerin gelir elde etmelerinde önemli unsurlardan biridir. Hizmetlerin üretim aşamasında tüketilmesi, rakip sunumları ile benzer olması, üretici ile tüketicinin aynı zamanda bulunmaları ve müşterinin memnun kalmaması durumunda kolaylıkla diğer işletmeleleri tercih etmesi gibi nedenlerden dolayı hizmet işletmelerinde bağlılık oluşturmak zordur. Hizmet işletmeleri bağlılığı sağlamak için rakiplerden farklı uygulamalar yapması gerekmektedir. Bu farklılık, inovasyon ve toplumsal olaylara karşı duyarlılıkla sağlanabilir. Çünkü günümüz müşteri toplumsal olaylara karşı daha duyarlı davranmaktadır. Buradan hareketle bu çalışmada, kurumsal sosyal sorumluluk ile hizmet inovasyonun müşteri bağlılığına etkisinin olup olmadığı belirlenmeye çalışılmıştır. Bu amaç doğrultusunda Uşak il merkezinde şubesi bulunan bir bankanın yatırım hesabı müşterileri ile anket uygulanmıştır. Verilerin analizinde, frekans dağılımı, güvenilirlik analizi, aritmetik ortalama, standart sapma, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi kullanılmıştır. Analizler sonucunda, kurumsal sosyal sorumluluk ve hizmet inovasyonunun müşteri bağlılığı üzerinde etkisinin olduğu görülmüştür.
Anahtar Kelimeler
Hizmet Pazarlaması,Kurumsal Sosyal Sorumluluk,Hizmet İnovasyonu
Kaynakça
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