Research Article
BibTex RIS Cite

KURUMSAL SOSYAL SORUMLULUK VE HİZMET İNOVASYONUNUN MÜŞTERİ BAĞLILIĞINA ETKİSİ

Year 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue, 1 - 18, 25.12.2017
https://doi.org/10.18092/ulikidince.352446

Abstract

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.

References

  • Achrol, R. ve Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63(5), 146-163. Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S. ve Lassala-Navarre, C. (2011). Internet banking lo-yalty: evaluating the role of trust, satisfaction, perceived risk and frequency of use. Servi-ce Industries Journal, 31(7), 1165-1190. Baumann, C., Elliott, G. ve Hamin, H. (2011). Modelling customer loyalty in financial services: a hyb-rid of formative and reflective constructs. International Journal of Bank Marketing, 29(3), 247-267. Biehal, G.J. ve Sheinin, D.A. (2007). The influence of corporate messages on the product portfolio. Journal of Marketing, 71(2), 12-25. Bhattacharya, C.B. ve Sen, S. (2003). Consumer-company identification: a framework for unders-tanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. Bryson, J.M., Ackermann, F. ve Eden, C. (2007). Putting the resource-based view of strategy and distinctive competencies to work in public organizations. Public Management Review, 67(4), 702-717. Butcher, K., Sparkes, B. ve O’Callaghan, F. (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, 12(4), 310-327. Candi, M. (2016). Contributions of design emphasis, design resources and design excellence to market performance intechnology-based service innovation. Technovation, 55-56, 33-41. Carrillat, F.A., Jaramillo, F. ve Mulki, J.P. (2009). Examining the impact of service quality: a meta-analysis of empirical evidence. Journal of Marketing Theory and Practice, 17(2), 95-110. Chan, E.S.W. (2011). Implementing environmental management systems in small and mediumsized hotels: obstacles. Journal of Hospitality & Tourism Research, 35(1), 3-23. Damanpour, F., Walker, R.M. ve Avellaneda, C.N. (2009). Combinative effects of innovation types and organizational performance: a longitudinal study of service organizations. Journal of Management Studies, 46(4), 650-675. Evanschitzky, H. ve Wunderlich, M. (2006). An examination of moderator effects: the four stage loyalty model. Journal of Service Research, 8(4), 330-345. Han, H. ve Back, K. (2008). Relationships among image congruence, consumption emotions, and customer loyalty in the lodging industry. Journal of Hospitality and Tourism Research, 32(4), 467-490. Han, H., Kimb, Y. ve Kima, E. (2011). Cognitive, affective, conative, and action loyalty: testing the impact of inertia. International Journal of Hospitality Management, 30(4), 1108-1119. Han, J.K., Kim, N. ve Srivastava, R.K. (1998). Market orientation and organizational performance: is innovation a missing link? Journal of Marketing, 62(4), 30-45. Harris, L. ve Goode, M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service Dynamics. Journal of Retailing, 80(2), 139-158. He, H., Li, Y. ve Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657. Hennig-Thurau, T., Gwinner, K.P. ve Gremler, D.D. (2002).Understanding relationship marketing outcomes. Journal of Service Research, 4(3), 230-247. Hoffmann, A.O.I. ve Birnbrich, C. (2012). The impact of fraud prevention on bank-customer relati-onships: an empirical investigation in retail banking. International Journal of Bank Marke-ting, 30(5), 390-407. Hogan, J.E. (2001). Expected relationship value: a construct, a methodology for measurement, and a modeling technique. Industrial Marketing Management, 30(4), 339-351. Holloway, C.J. (2004). Marketing for Tourism. Prentice Hall, Harlow. Huntley, J.K. (2006). Conceptualization and measurement of relationship quality: linking relations-hip quality to actual sales and recommendation intention. Industrial Marketing Manage-ment, 35(6), 703-714. Kalwani, M.U. ve Narayandas, N. (1996). Long-term manufacturer-supplier relationships: do they pay off for supplier firms? Journal of Marketing, 59(1), 1-16. İslamoğlu, A.H. ve Alnıaçık, Ü. (2013). Sosyal Bilimlerde Araştırma Yöntemleri. İstanbul: Beta Yayınla-rı. Lambe, C.J., Spekman, R.E. ve Hunt, S.D. (2000). Interimistic relational exchange: conceptualization and propositional development. Journal of the Academy of Marketing Science, 28(2), 212-225. Lawer, C. ve Knox, S. (2006). Customer advocacy and brand development. Journal of Product & Brand Management, 15(2), 121-129. Lichtenstein, D.R., Drumwright, M.E. ve Braig, B.M. (2004). The effect of corporate social responsi-bility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16-32. Liu, C.T., Guo, Y.M. ve Lee, C.H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71-79. Marin, L., Ruiz, S. ve Rubio, A. (2009). The role of identity salience in the effects of corporate so-cial responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65-78. Mattila, A.S. (2001). The impact of relationship type on customer loyalty in a context of service fai-lures. Journal of Service Research, 4(2), 91-101. Mohr, L.A. ve Webb, D.J. (2005). The effects of corporate social responsibility and price on con-sumer responses. Journal of Consumer Affairs, 39(1), 121-147. Mulki, J.P. ve Jaramillo, F. (2011). Ethical reputation and value received: customer perceptions. International Journal of Bank Marketing, 29(5), 358-372. Nemec, R. (2010). Integration of corporate social responsibility into loyalty programs in the tou-rism industry. Tourism and Hospitality Management, 16(1), 101-108. O’Cass, A. ve Ngo, L.V. (2011). Achieving customer satisfaction in services firms via branding capa-bility and customer empowerment. Journal of Service Marketing, 25(7), 489-496. Öberseder, M., Schlegelmilch, B.B. ve Murphy, P.E. (2013). CSR practices and consumer percepti-ons. Journal of Business Research, 66(10), 1839-1851. Palmatier, R.W., Dant, R.P., Grewal, D. ve Evans, K.R. (2006). Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of Marketing, 70(4), 136-53. Patterson, P.G. ve Ward, T. (2000). Relationship marketing and management, in Swartz, T.A. and Iacobucci, D. (Eds), Handbook of Services Marketing and Management, Sage Publications, Thousand Oaks, CA, pp. 317-342. Pomering, A. ve Dolnicar, S. (2006), “Customers’ sensitivity to different measures of corporate so-cial responsibility in the Australian banking sector”, Australia and New Zealand Marketing Academy Conference (ANZMAC), Brisbane, 4-6 December. Ryssel, R., Ritte, T. ve Gemunden, H.G. (2004). The impact of information technology development on trust, commitment and value creation in business relationships. Journal of Business & Industrial Marketing, 19(3), 197-207. Schermelleh-Engel, K., Moosbrugger, H. ve Müler, H. (2003). Evaluating the fit of structural equa-tion models: Tests of significance and descriptive goodness-of-fiteasures. Methods of Psychological Research, 8, 23-74. Schneider, B. ve Bowen, D.E. (1999). Understanding customer delight and outrage. Sloan Mana-gement Review, 41(1), 35-45. Sheth, J.N., Sisodia, R.S. ve Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1), 55-66. So, K.K.F, King, C., Sparks, B. ve Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Ma-nagement, 34, 31-41. Srivastava, R.K., Fahey, L. ve Christensen, H.K. (2001). The resource-based view and marketing: the role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777-802. Urban, G.L. (2004). The emerging era of customer advocacy. MIT Sloan Management Review, 45(2), 77-82. Walker, R.M. (2008). An empirical evaluation of innovation types and organizational and environ-mental characteristics: towards a configuration framework. Journal of Public Administra-tion Research and Theory, 18(4), 591-615. Windahl, C. ve Lakemond, E. (2010). Integrated solutions from a service-centered perspective: applicability and limitations in the capital goods industry. Industrial Marketing Manage-ment, 39(8), 1278-1290. Witell, L., Snyder, H., Gustafssona, A., Fombelle, P ve Kristensson, P. (2016). Defining service inno-vation: A review and synthesis. Journal of Business Research, 69, 2863-2872. Yeh, Y.P. (2015). Corporate social responsibility and service innovation on customer loyalty, Inter-national Journal of Bank Marketing, 33(6), 823-839.

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

Year 2017, 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue, 1 - 18, 25.12.2017
https://doi.org/10.18092/ulikidince.352446

Abstract

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.

References

  • Achrol, R. ve Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63(5), 146-163. Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S. ve Lassala-Navarre, C. (2011). Internet banking lo-yalty: evaluating the role of trust, satisfaction, perceived risk and frequency of use. Servi-ce Industries Journal, 31(7), 1165-1190. Baumann, C., Elliott, G. ve Hamin, H. (2011). Modelling customer loyalty in financial services: a hyb-rid of formative and reflective constructs. International Journal of Bank Marketing, 29(3), 247-267. Biehal, G.J. ve Sheinin, D.A. (2007). The influence of corporate messages on the product portfolio. Journal of Marketing, 71(2), 12-25. Bhattacharya, C.B. ve Sen, S. (2003). Consumer-company identification: a framework for unders-tanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. Bryson, J.M., Ackermann, F. ve Eden, C. (2007). Putting the resource-based view of strategy and distinctive competencies to work in public organizations. Public Management Review, 67(4), 702-717. Butcher, K., Sparkes, B. ve O’Callaghan, F. (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, 12(4), 310-327. Candi, M. (2016). Contributions of design emphasis, design resources and design excellence to market performance intechnology-based service innovation. Technovation, 55-56, 33-41. Carrillat, F.A., Jaramillo, F. ve Mulki, J.P. (2009). Examining the impact of service quality: a meta-analysis of empirical evidence. Journal of Marketing Theory and Practice, 17(2), 95-110. Chan, E.S.W. (2011). Implementing environmental management systems in small and mediumsized hotels: obstacles. Journal of Hospitality & Tourism Research, 35(1), 3-23. Damanpour, F., Walker, R.M. ve Avellaneda, C.N. (2009). Combinative effects of innovation types and organizational performance: a longitudinal study of service organizations. Journal of Management Studies, 46(4), 650-675. Evanschitzky, H. ve Wunderlich, M. (2006). An examination of moderator effects: the four stage loyalty model. Journal of Service Research, 8(4), 330-345. Han, H. ve Back, K. (2008). Relationships among image congruence, consumption emotions, and customer loyalty in the lodging industry. Journal of Hospitality and Tourism Research, 32(4), 467-490. Han, H., Kimb, Y. ve Kima, E. (2011). Cognitive, affective, conative, and action loyalty: testing the impact of inertia. International Journal of Hospitality Management, 30(4), 1108-1119. Han, J.K., Kim, N. ve Srivastava, R.K. (1998). Market orientation and organizational performance: is innovation a missing link? Journal of Marketing, 62(4), 30-45. Harris, L. ve Goode, M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service Dynamics. Journal of Retailing, 80(2), 139-158. He, H., Li, Y. ve Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657. Hennig-Thurau, T., Gwinner, K.P. ve Gremler, D.D. (2002).Understanding relationship marketing outcomes. Journal of Service Research, 4(3), 230-247. Hoffmann, A.O.I. ve Birnbrich, C. (2012). The impact of fraud prevention on bank-customer relati-onships: an empirical investigation in retail banking. International Journal of Bank Marke-ting, 30(5), 390-407. Hogan, J.E. (2001). Expected relationship value: a construct, a methodology for measurement, and a modeling technique. Industrial Marketing Management, 30(4), 339-351. Holloway, C.J. (2004). Marketing for Tourism. Prentice Hall, Harlow. Huntley, J.K. (2006). Conceptualization and measurement of relationship quality: linking relations-hip quality to actual sales and recommendation intention. Industrial Marketing Manage-ment, 35(6), 703-714. Kalwani, M.U. ve Narayandas, N. (1996). Long-term manufacturer-supplier relationships: do they pay off for supplier firms? Journal of Marketing, 59(1), 1-16. İslamoğlu, A.H. ve Alnıaçık, Ü. (2013). Sosyal Bilimlerde Araştırma Yöntemleri. İstanbul: Beta Yayınla-rı. Lambe, C.J., Spekman, R.E. ve Hunt, S.D. (2000). Interimistic relational exchange: conceptualization and propositional development. Journal of the Academy of Marketing Science, 28(2), 212-225. Lawer, C. ve Knox, S. (2006). Customer advocacy and brand development. Journal of Product & Brand Management, 15(2), 121-129. Lichtenstein, D.R., Drumwright, M.E. ve Braig, B.M. (2004). The effect of corporate social responsi-bility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16-32. Liu, C.T., Guo, Y.M. ve Lee, C.H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71-79. Marin, L., Ruiz, S. ve Rubio, A. (2009). The role of identity salience in the effects of corporate so-cial responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65-78. Mattila, A.S. (2001). The impact of relationship type on customer loyalty in a context of service fai-lures. Journal of Service Research, 4(2), 91-101. Mohr, L.A. ve Webb, D.J. (2005). The effects of corporate social responsibility and price on con-sumer responses. Journal of Consumer Affairs, 39(1), 121-147. Mulki, J.P. ve Jaramillo, F. (2011). Ethical reputation and value received: customer perceptions. International Journal of Bank Marketing, 29(5), 358-372. Nemec, R. (2010). Integration of corporate social responsibility into loyalty programs in the tou-rism industry. Tourism and Hospitality Management, 16(1), 101-108. O’Cass, A. ve Ngo, L.V. (2011). Achieving customer satisfaction in services firms via branding capa-bility and customer empowerment. Journal of Service Marketing, 25(7), 489-496. Öberseder, M., Schlegelmilch, B.B. ve Murphy, P.E. (2013). CSR practices and consumer percepti-ons. Journal of Business Research, 66(10), 1839-1851. Palmatier, R.W., Dant, R.P., Grewal, D. ve Evans, K.R. (2006). Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of Marketing, 70(4), 136-53. Patterson, P.G. ve Ward, T. (2000). Relationship marketing and management, in Swartz, T.A. and Iacobucci, D. (Eds), Handbook of Services Marketing and Management, Sage Publications, Thousand Oaks, CA, pp. 317-342. Pomering, A. ve Dolnicar, S. (2006), “Customers’ sensitivity to different measures of corporate so-cial responsibility in the Australian banking sector”, Australia and New Zealand Marketing Academy Conference (ANZMAC), Brisbane, 4-6 December. Ryssel, R., Ritte, T. ve Gemunden, H.G. (2004). The impact of information technology development on trust, commitment and value creation in business relationships. Journal of Business & Industrial Marketing, 19(3), 197-207. Schermelleh-Engel, K., Moosbrugger, H. ve Müler, H. (2003). Evaluating the fit of structural equa-tion models: Tests of significance and descriptive goodness-of-fiteasures. Methods of Psychological Research, 8, 23-74. Schneider, B. ve Bowen, D.E. (1999). Understanding customer delight and outrage. Sloan Mana-gement Review, 41(1), 35-45. Sheth, J.N., Sisodia, R.S. ve Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1), 55-66. So, K.K.F, King, C., Sparks, B. ve Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Ma-nagement, 34, 31-41. Srivastava, R.K., Fahey, L. ve Christensen, H.K. (2001). The resource-based view and marketing: the role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777-802. Urban, G.L. (2004). The emerging era of customer advocacy. MIT Sloan Management Review, 45(2), 77-82. Walker, R.M. (2008). An empirical evaluation of innovation types and organizational and environ-mental characteristics: towards a configuration framework. Journal of Public Administra-tion Research and Theory, 18(4), 591-615. Windahl, C. ve Lakemond, E. (2010). Integrated solutions from a service-centered perspective: applicability and limitations in the capital goods industry. Industrial Marketing Manage-ment, 39(8), 1278-1290. Witell, L., Snyder, H., Gustafssona, A., Fombelle, P ve Kristensson, P. (2016). Defining service inno-vation: A review and synthesis. Journal of Business Research, 69, 2863-2872. Yeh, Y.P. (2015). Corporate social responsibility and service innovation on customer loyalty, Inter-national Journal of Bank Marketing, 33(6), 823-839.
There are 1 citations in total.

Details

Journal Section Articles
Authors

Polat Can

Mustafa Kemal Yılmaz

Publication Date December 25, 2017
Published in Issue Year 2017 22. UPK Ahmet Hamdi İSLAMOĞLU Special Issue

Cite

APA Can, P., & Yılmaz, M. K. (2017). KURUMSAL SOSYAL SORUMLULUK VE HİZMET İNOVASYONUNUN MÜŞTERİ BAĞLILIĞINA ETKİSİ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi1-18. https://doi.org/10.18092/ulikidince.352446

______________________________________________________

Address: Karadeniz Technical University Department of Economics Room Number 213  

61080 Trabzon / Turkey

e-mail : uiiidergisi@gmail.com