The effect of corporate social responsibility activities of container shipping companies on customer satisfaction and customer loyalty

Corporate Social Responsibility (CSR) is increasingly gaining importance for businesses due to its multifaceted and mutually beneficial advantages it offers to society, the environment, and other stakeholders. In addition to the benefits it provides to stakeholders, businesses contribute to competitive advantage, corporate reputation, customer satisfaction, and loyalty through the activities implemented within the framework of CSR, consequently enhancing company productivity and profitability. In other words, CSR is not only perceived as an ethical responsibility but also as a strategic advantage for businesses. Numerous academic studies have evidenced the provision of such benefits by businesses' CSR activities. The purpose of this study is to analyze the relationship between corporate social responsibility, customer satisfaction, and customer loyalty, thereby elucidating the impact of CSR on customer satisfaction and loyalty. Furthermore, this study aims to emphasize the importance of corporate social responsibility and promote the proliferation of CSR practices in the maritime transportation sector. In the scope of the research, the survey technique, as the primary data collection method, was employed. The survey was conducted online among 187 export companies, members of the Aegean and Marmara Exporters' Associations, which are among the most significant customers of container line operators. The data were analyzed using SPSS (Statistical Package for Social Sciences) version 22.0. Statistical analysis methods used in this study: frequency analysis, normality analysis, reliability analysis, ANOVA, and linear regression analysis. The research findings revealed that the CSR activities of container line operator businesses have a positive impact on customer satisfaction and loyalty, and a significant relationship exists between them. Additionally, a positive relationship between customer satisfaction and loyalty was observed. Moreover, it was noted that the perceived CSR varied according to the demographic characteristics of businesses.