A Study on the Effects of Airlines’ Eco-Friendly Management Activities on Brand Image and Customer Citizenship Behavior - Focusing on Customers and Employees Comparison -
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The aviation industry is an important part of the global economy, while aircraft produce millions of tons of CO2 every year. The environmental problem is a global phenomenon, which has raised interest in the eco-friendly management in aviation. This study empirically analyzes the impact of airlines’ eco-friendly management activities on brand image and customer citizenship behavior from the perspective of customers and employees. A survey was conducted for domestic airline users, and 398 questionnaires were used for analysis. We find that eco-friendly education and campaigns have shown a significant and positive impact on brand image for both customers and employees and that eco-friendly campaigns have significant and positive effects on customer citizenship behavior for both customers and employees. We also find that employees consider that an eco-friendly in-flight service contributes to the brand image as well as to customer citizenship behavior.
Abstract
The aviation industry is an important part of the global economy, while aircraft produce millions of tons of CO2 every year. The environmental problem is a global phenomenon, which has raised interest in the eco-friendly management in aviation. This study empirically analyzes the impact of airlines’ eco-friendly management activities on brand image and customer citizenship behavior from the perspective of customers and employees. A survey was conducted for domestic airline users, and 398 questionnaires were used for analysis. We find that eco-friendly education and campaigns have shown a significant and positive impact on brand image for both customers and employees and that eco-friendly campaigns have significant and positive effects on customer citizenship behavior for both customers and employees. We also find that employees consider that an eco-friendly in-flight service contributes to the brand image as well as to customer citizenship behavior.
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