The effect of societal marketing practices on business performance in service enterprises: The fast-food industry example

In an increasingly competitive environment, businesses that want to survive have had to come to the forefront not only for profit purposes but also with their responsibilities towards society. While businesses that focus solely on profit have disappeared over time, businesses that care about their stakeholders (customers, employees, the environment, etc.) have become exemplary in the sector. This study examines the impact of societal marketing practices on business performance in businesses operating in the fast-food sector. The aim of the study is to examine "societal marketing" practices in the fast-food sector and to reveal the impact of these practices on business performance. Accordingly, within the context of the research, a field research was conducted on businesses operating in the fast food sector in Konya city center. Face-to-face and online surveys were conducted with businesses selected by convenience sampling method, and the data obtained were analyzed and evaluated within the scope of the study. The data collected focused on societal marketing practices and their impact on company performance. According to the findings, societal marketing practices have a positive effect on business performance. On the other hand, the economic responsibility and socio-economic responsibility dimensions of societal marketing practices significantly increase performance. On the other hand, voluntary responsibilities negatively affect performance. No significant relationship was found between environmental practices, legal responsibility dimensions and performance