Kurumsal Sosyal Sorumluluk Algısının Algılanan Fiyat ve Algılanan Hizmet Kalitesi Üzerindeki Etkileri

Yıl 2022, Cilt: 17 Sayı: 65, 295 - 314, 31.01.2022

Halil İbrahim Şengün , Abdullah Uslu

https://doi.org/10.19168/jyasar.943434

Cited By: 1

Öz

Bu çalışmada Mardin’de yaşayan insanların bankacılık hizmetlerine yönelik kurumsal sosyal sorumluluk algılarının algılanan fiyat ve algılanan hizmet kalitesi üzerindeki etkileri araştırılmıştır. Ayrıca algılanan fiyatın algılanan hizmet kalitesi üzerindeki etkisi de incelenmiştir. Araştırmanın evrenini Mardin’de yaşayıp düzenli olarak bankalarla işbirliği yapan kişiler oluşturmaktadır. Bu bağlamda 254 anket toplanmıştır. Araştırmanın amacı doğrultusunda oluşturulan modelin ve hipotezlerin test edilmesinde kısmi en küçük kareler (PLS-partial least squares) yol analizi kullanılmıştır. Buna göre; tüketicilerin kurumsal sosyal sorumluk algısının algılanan fiyat ve hizmet kalitesi üzerinde etkilerinin olduğu belirlenmiştir. Yine algılanan fiyatın algılanan hizmet kalitesine etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

Kurumsal sosyal sorumluluk algısı, Algılanan fiyat, Algılanan hizmet kalitesi, Mardin

The Effects of Corporate Social Responsibility on Perceived Price and Perceived Service Quality

Öz

In this study, the effects of corporate social responsibility perceptions towards banking services of people living in Mardin, a province in southeastern Turkey, on perceived price and perceived service quality were investigated. In addition, the effect of perceived price on perceived service quality was also examined. The population of the research consists of people who live in Mardin and regularly collaborate with banks. In this context, 254 questionnaires were collected. Partial least squares (PLS) path analysis was used to test the model and hypotheses created in line with the purpose of the study. Based on the findings, it has been determined that customers' perception of corporate social responsibility has an impact on perceived price and service quality. Furthermore, it has been found that the perceived price has an effect on the perceived service quality.

Anahtar Kelimeler

Perceived Corporate Social Responsibility, Perceived Price, Perceived Service Quality, Mardin

Kaynakça

• Afthanorhan, W. M. A. B. W. 2013. A comparison of partial least square structural equation modeling (PLS-SEM) and covariance based structural equation modeling (CB-SEM) for confirmatory factor analysis. International Journal of Engineering Science and Innovative Technology, 2(5),198-205.
• Altunışık, R., Özdemir, Ş., & Torlak, Ö. 2012. Modern Pazarlama. İstanbul: Değişim Yayınları.
• Auger, P., Burke, P., Devinney, T., & Louviere, J. 2003. What will consumers pay for social product features? Journal of Business Ethics, 42, 281-304.
• Berry, Leonard L. 1999. Discovering the Soul of Service. New York: The Free Press.
• Brammer, S . J ., & Pavelin , S . 2006. Corporate reputation and social performance: The importance of fi t . Journal of Management Studies, 43(3), 435- 455.
• Carman, J. 1990. Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions . Journal of Retailing, 66(1), 33- 55.
• Chomvilailuk, R., & Butcher, K. 2010. Enhancing. Brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia-Pacific Journal of Marketing and Logistics, 22(3), 397–418.
• Commission of the European Communities 2001. Green Book. Promote a European Framework For CSR. Brussels: Author. Retrieved from http://eur-lex.europa.eu/ 9. Comunicarseweb
• Costa, R. 2009. Responsabilidad Social y Ética Empresarial. Libertad y Desarrollo. http://www.lyd.com/programas/economico.html (Erişim Tarihi: 22.01.2021).
• Crawford, F. & Mathews, R. 2001. The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything. New York: Crown Business.
• Falk, R. F. & Miller, N. B. 1992. A primer for soft modelling. Akron, OH: University of Akron Press.
• Ferreira, D. A., Avila, M. G., & De Faria, M. D. 2010. Corporate social responsibility and consumers' perception of price. Social Responsibility Journal. 6(2).208-221.
• Gabler, C.B. - Landers, V.M., & Reynolds, K.E. 2017. purchase decision regret: negative consequences of the steadily ıncreasing discount strategy, Journal of Business Research, 1-8, http://dx.doi.org/10.1016/j.jbusres.2017.01.002.
• García de los Salmones, M. D. M., & Rodríguez del Bosque Rodríguez, I. A. 2005. Estudio de las percepciones de los usuarios de telefonía hacia la empresa pionera en el mercado y las seguidoras. Revista Espanola De InvestigacionDe Marketing Esic 9(1), 99-126.
• García, I., Gibaja, J. and Mujika, A. 2007. Opinión del consumidor guipuzcoano sobre la Responsabilidad Social Corporativa. In J.M. Guibert (Coord.), Empresa y Responsabilidad Social en Gipuzkoa (pp. 137-171). España: Universidad de Deusto-San Sebastián.
• Graham, J. R. 2001. Myths That Menace Selling Success. The American Salesman, March, 11–16.
• Gardner, D. M. 1971. Is there a generalized price-quality relationship? Journal of Marketing Research, 8(2), 241-243.
• Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. 2010. Multivariate data analysis, Seventh Edition Prentice Hall.
• Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. 2017. A Primer on partial least squares structural equation modeling (PLS-SEM), Sage: Thousand Oaks.
• Hatcher, L. 1994. A Step-by-Step Approach to Using the SAS® System for Factor Analysis and Structural Equation Modeling. Cary, N.C.: SAS Institute, Inc. Journal of Services Marketing, 25(2), 122-133.
• Karahan, K. 2006. Hizmet Pazarlaması. Beta Yayıncılık: İstanbul.
• Khan, Z., Ferguson, D., & Pe´rez, A. 2015. Customer responses to CSR in the Pakistani banking industry, International Journal of Bank Marketing, 33(4), 471-493.
• Kline, R. B. 2011. Principles and practice of structural equation modeling (3rd ed.). London: Guildford Press.
• Koç, F., Kaya, N., Özbek, V. & Akkılıç, M. E. 2014. Algılanan fiyat ile tüketici güveni arasında algılanan hizmet kalitesinin aracı etkisi: Bankacılık ve Gsm sektörlerinin karşılaştırılmasına yönelik bir araştırma, Pazarlama ve Pazarlama Araştırmaları Dergisi, 13, 1-26.
• Koçoğlu, C. M. 2016. Kurumsal sosyal sorumluluk algısının tüketici temelli marka denkliği bileşenleri üzerindeki etkisi;tr 81 düzey 2 bölgesindeki ford kullanıcıları üzerine bir araştırma. Yayımlanmamış Doktora Tezi, Bülent Ecevit Üniversitesi Sosyal Bilimler Enstitüsü, Zonguldak.
• Koçyiğit, M, Koçyiğit, A, & Özel, G. 2018. Kurumsal sosyal sorumluluk algısının tüketici temelli marka değeri üzerindeki etkisini ölçmeye yönelik bir Araştırma. Manas Sosyal Araştırmalar Dergisi, 7(4).
• Kotler, P., & Armstrong, G. 2008. Principle of marketing. Pearson Prentice Hall:New Jersey.
• Liu, M. T., Wong, I. A., Shi, G., Chu, R., & Brock, J. L. 2014. The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing, 28(3), 181-194.
• Mandhachitara, R. &Poolthong, Y. 2011. A model of customer loyalty and corporate social responsibility, Journal of ServicesMarketing, 25(2), 122-133.
• McConnell, J. D. 1968. Effect of pricing on perception of product quality. Journal of Applied Psychology, 52(4), 331.
• Mercado, P. 2007. Toluca Vadisindeki(Meksika) şirketlerinde sosyal sorumluluk: Keşifsel Bir Çalışma, 23(102), 119-135.
• Monroe, K. B. 1973. Buyers’ subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80.
• Parasuraman , A., Zeithaml , V., & Berry, L . 1996. The behavioral consequences of service quality. Journal of Marketing 30 (April): 31 – 46.
• Poolthong, Y., & Mandhachitara, R. 2009. Customer expectations of CSR, perceived service quality and brand effect in Thai retail banking. International Journal of Bank Marketing, 27(6), 408–427.
• Rao, A. R. 2005. The quality of price as a quality cue. Journal of Marketing Research, 42(4), 401-405.
• Raykov, T. & Marcoulides, A. G. 2006. A first course in structural equation modeling (2th edition). New Jersey, USA: Lawrence Erlbaum Inc.
• Ruiz, G. 2004. Cuando ser bueno es negocio. Mexico: Expansión.
• Schumacker R. E. & Lomax R. G. 2010. A beginner's guide to structural equation modelling. 3rd. ed. New York-London: Taylor & Francis Group.
• Schvarstein, L. 2003. Kuruluşların Sosyal Zekâsı. Arjantin: Paidós.
• Shirai, M. 2015. Impact of “high quality, low price” appeal on consumer evaluations, Journal of Promotion Management, 21 (6), 776-797.
• Swaen, V., & Chumpitaz, R. C. 2008. Impact of corporate social responsibility on consumer trust. Resherche Et Applications En Marketing, 23(4), 7–33. https://doi.org/10.1177/205157070802300402
• Wong, K. K. 2013. Partial least squares structural equation modeling (pls-sem) techniques using smartpls. Marketing Bulletin, 24, Technical Note 1, 1-32.
• World Economic Forum. 2010a. 5 Concepts of corporate engagement in society. World Economic Forum. http://www.weforum.org/pdf/CGC/5ConceptsCorporateEngagement.pdf (Erişim Tarihi: 18.01.2021).
• World Economic Forum. 2010b. Business should feel a certain responsibility to fight hunger. World Economic Forum. http://www.weforum.org/en/events/ArchivedEvents/africa/IssuesinDepth/Hunger2/Business_should_feel.18.01.2021 (Erişim Tarihi: 18.01.2021).
• Zicari, A. 2009. Cuánto le cuesta la RSE a la empresa. Periódico La Nación. Retrieved from http://www.lanacion.com.ar/nota.asp?nota_id=1053943 (Erişim Tarihi: 18.01.2021).
• https://www.webtekno.com/tum-detaylariyla-otomotiv-tarihinin-en-kara-lekesi-volkswagen-emisyon-skandali-h61117.html (Erişim Tarihi: 29.04.2021).
• http://bibliotecadigital.icesi.edu.co/biblioteca_digital/bitstream/item/1082/1/Responsabilidad_social_empresas_valle_Toluca.pdf (Erişim Tarihi: 29.04.2021).