KURUMSAL SOSYAL SORUMLULUK VE HİZMET İNOVASYONUNUN MÜŞTERİ BAĞLILIĞINA ETKİSİ

Yıl 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Özel Sayısı, 1 - 18, 25.12.2017

Polat Can Mustafa Kemal Yılmaz

https://doi.org/10.18092/ulikidince.352446

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

THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY AND SERVICE INNOVATION ON CUSTOMER LOYALTY

Öz

Customer loyalty is one of the most important factors for firms to
generate
income. It is difficult to create
customer loyalty for service firms because consumption of services in the
production phase is similar to competitors’ applications, usually producers
and consumers are presen at the same time, and when the customer is not satisfied,
they prefer other firms easily. Service providers need to be aware of different
practices from competitors to ensure this commitment. In order to differentiate
a service, customers need to see an innovation and sensitivity to social
events. Because today's customers are more sensitive to social events. In this
study, it has been tried to determine whether corporate social responsibility
and service innovation have an impact on customer loyalty. For this purpose, a
survey was conducted with the investment account customers of a bank located in
the city center of Uşak province. In the analysis of the data, frequency,
reliability analysis, arithmetic mean, standard deviation, confirmatory factor
analysis and structural equation model were used. As a result, it has been seen that corporate social responsibility and service
innovation have an impact on customer advocacy, customer value and quality of
relationship in customer advocacy.

Anahtar Kelimeler

Service Marketing, Corporate Social Responsibility, Service Innovation, Customer Loyalty

Kaynakça

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