The Analysis of Corporate Social Responsibility, Identification and Customer Orientation by Structural Equation Modelling and Artificial Intelligence

Abstract

When the successful businesses of today are examined, it is seen that the main factor in their success is the value they give to the customers rather than the production power. One of the most important factors in ensuring customer satisfaction and loyalty is customer orientation (CO). In this study, it is aimed to investigate the perceived management and customer support for corporate social responsibility, the identification of the employees with the business and the customers and its effect on CO. Another aim of the study is to obtain a model that classifies employee–customer identification (ECI)-CO levels for employees by using artificial intelligence methods not used in previous studies. The research data were obtained from salesperson working in shopping malls in Istanbul. Hypothesis testing with structural equation modelling (SEM) has shown that perceived management and customer support for corporate social responsibility have an impact on employee identification with the business and customers. It has been observed that ECI affects CO, while organizational identification has no significant effect on CO. The structural equation modelling and artificial intelligence findings have empirically demonstrated that high accuracy practical classification models can be obtained and used to detect and solve different marketing problems. © 2021 Management Development Institute.