KURUMSAL SOSYAL SORUMLULUĞUN TÜKETİCİ TEMELLİ MARKA DENKLİĞİNE ETKİSİ

Yıl 2019, Cilt: 7 Sayı: 2, 126 - 146, 01.12.2019

Selin Urkut , Emrah Cengiz

https://doi.org/10.14514/byk.m.26515393.2019.7/2.126-146

Cited By: 2

Öz

İletişim teknolojilerindeki gelişmeler, küreselleşme, sayıları giderek artan çokuluslu işletmeler, baskı grupları gibi başlıca faktörler kurumsal sosyal sorumluluk bilincinin oluşmasına ve yaygınlaşmasına katkıda bulunmuştur. Günümüzde, kurumsal sosyal sorumluluk, marka denkliği oluşturmada bir pazarlama stratejisi olarak kullanılmaya başlanmıştır. Bu çalışmanın ana amacı kurumsal sosyal sorumluluğun tüketici temelli marka denkliğine etkisinin hastane sektöründe incelenmesidir. Bu amaçla, anket formlarında katılımcıların en çok hizmet aldıkları özel hastaneler olarak belirttikleri hastaneler için karşılaştırmalı bir analiz yapılmıştır. Türkiye’deki özel hastanelerin herhangi birinden en az bir kez hizmet almış İstanbul ilindeki 18 yaş ve üzeri katılımcılara yüz yüze görüşme tekniği ile anket uygulanmıştır. Anketler sonucunda elde edilen veriler SPSS 25 programı ile analiz edilmiştir. Hipotezlerin test edilmesinde çoklu doğrusal regresyon analizi kullanılmıştır. Analizler sonucunda kurumsal sosyal sorumluluk algısının; algılanan kaliteyi, marka sadakatini, marka farkındalığı/marka çağrışımlarını ve genel tüketici temelli marka denkliğini istatistiksel olarak anlamlı bir şekilde etkilediği belirlenmiştir.

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk, Tüketici Temelli Marka Denkliği, Özel Hastaneler

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