DOES BEING AN INTERNAL CUSTOMER MAKE YOU INACTIVE? THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY PERCEPTIONS TOWARDS EMPLOYEES ON CONSUMER INERTIA
DOI:
https://doi.org/10.5281/zenodo.19800916Keywords:
Corporate social responsibility, employee-focused corporate social responsibility, consumer inertiaAbstract
The purpose of this study is to examine the effect of employees' perceptions of employee-focused corporate social responsibility (CSR) in banks operating in the central districts of Şanlıurfa on their inertia behaviors within the framework of their consumer identities. The study aims to empirically reveal the behavioral consequences of perceptions related to the institution in the context of individuals simultaneously assuming both employee and consumer roles. Research data were collected from a total of 201 bank employees through face-to-face and online surveys using convenience sampling. Normality tests, exploratory factor analysis, and reliability analyses were performed in the analysis of the data; linear regression and Pearson correlation analyses were used to test the hypotheses. Analyses of the scales have demonstrated that the measurement tools possess a high level of internal consistency and construct validity. The findings reveal that the perception of CSR among employees has a positive and statistically significant effect on consumer inertia. According to the regression analysis results, this perception explains a significant portion of the variance in consumer inertia. Furthermore, Pearson correlation analysis findings indicate a moderate and positive significant relationship between the two variables. In conclusion, this study reveals that the perception of CSR towards employees is not limited to internal organizational attitudes, but also plays a decisive role in individuals' consumer behavior. The study makes a unique contribution to the literature by focusing on the behavioral outcomes of institutional CSR within the framework of the employee-consumer dual role, highlighting the importance of employee-focused CSR practices in the context of the banking sector.
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