Özet:

Responsible behaviour by businesses while providing their services might affect customers and result in long-term customer relationships. For this reason, corporate social responsibility is seen as a critical marketing strategy for the sustainability of businesses. Corporate social responsibility can be classified according to employees, customers, and society. This study explores the impact of corporate social responsibility on behavioural intentions from the customers' point of view, based on a model that supports stakeholder theory and results in word-of-mouth communication. Therefore, the study aims to determine the relationships between customers' perceptions of corporate social responsibility in the maritime sector and corporate image, satisfaction, loyalty, and word of mouth communication. Research data were obtained from 353 customers of a Turkish shipowner company through a survey. Reliability and validity analyses were applied to the data using IBM SPSS 24.0, and AMOS 21.0 and hypotheses were tested. The findings showed that the company's corporate social responsibility activities for customers strongly positively affect customer satisfaction and corporate image. In addition, it has been determined that corporate image positively affects customer satisfaction and loyalty, and customer satisfaction and loyalty positively affect word of mouth communication.

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