The Effect of Corporate Social Responsibility on Competitive Advantage: A Field Study at Jordanian Airlines أثر المسؤولية االجتماعية للشركات في الميزات التنافسية: دراسة ميدانية على صناعة الطيران األردني

أونال, ديالرا إيربل (2018) The Effect of Corporate Social Responsibility on Competitive Advantage: A Field Study at Jordanian Airlines أثر المسؤولية االجتماعية للشركات في الميزات التنافسية: دراسة ميدانية على صناعة الطيران األردني. Masters thesis, جامعة الشرق الاوسط.

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Abstract

The study aimed at investigating the effect of Corporate Social Responsibility on competitive advantage on Jordanian Airlines. The study is considered as descriptive and cause/effect study. Data were collected from 125 out of 859 related employees to CSR on Jordanian airlines (Royal Jordanian, Royal Wings, Jordan Aviation, and Solitaire). After checking the questionnaires, only 121 are accepted for further analysis. After confirming the normality, validity and reliability of the study tool, descriptive statistical analysis used to describe the variables, the correlation between independent and dependent variables were conducted, and multiple regressions used to test the hypothesis. The study results show that the researched company's implementation of CSR is medium; however, results show poor implementation of environmental responsibility. The results also show that the competitive advantages' dimensions have medium implementation, however cost and innovation show poor implementation. Moreover, results show that the relationships among corporate social responsibility sub-variables are strong to very strong, and the relationships among competitive advantages dimensions are also strong to very strong, and the relationship between corporate social responsibility and competitive advantage is very strong. Finally, results show that Corporate Social Responsibility sub variables (social, economic, environmental, national and international norms) effect organizations’ Competitive Advantages', at (α≤0.05), where the environmental responsibility rated the highest effect on competitive advantages of Jordanian Airlines, followed by economical responsibility, then national and international norms, and finally, social responsibility has lowest effect on competitive advantage of Jordanian Airlines. Key words: corporate social responsibility, social responsibility, economic responsibility, environmental responsibility, national and international standards, competitive advantage.

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