The impacts of firm's corporate social responsibility applications on customer trust, customer loyalty and firm image: An aplication at hotel firms

The aim of this study is to evaluate whether corporate social responsibility increase customer trust, customer loyalty and firm image at 4 and 5 stars hotels in Kuşadası Region. A face-to-face survey was conducted on 271 customer at 6 hotels in Kuşadası Region. The results of the study were carried out percentage-frequency, factor analysis, correlation and regression among corporate social responsibility, customer loyalty, customer trust and firm image. As a result af the factor analysis about percieved social responsibilty of customer, three factor groups, which are customer loyalty, customer trust and firm image, have been emerged.There is a meaningful result in consequence of correlation analysis for evaluating whether these hotel firms, increase customer trust, customer loyalty and firm image by applying corporate social responsibility. In case corporate social responsibility is applied, the icrease of customer loyalty, customer trust and firm image has been abserved. KEYWORDS: Corporate social responsiblity, customer loyalty, customer trust, company image