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항공사의 환경적 CSR이 고객 태도 및 충성도에 미치는 효과: 환경보호 관심의 조절효과를 중심으로

The effects of Airline's Environmental CSR on Passengers’ Attitude and Loyalty: Moderating Role of Environmental Concern

김인신|장진주|유예경
관광경영학회 (Tourism Management Research Organization)|2021.01|관광경영연구 (Journal of Tourism Management Research)|제25권 제1호|pp. 113-129

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키워드

LoyaltyCustomer AttitudeEnvironmental ConcernAirline's Environmental CSR

초록

The current study aims to examine the roles of airline's corporate social responsibility(CSR). Specifically, the effect of airline's environmental CSR on passengers’ attitude towards the airline and loyalty was investigated. The relationship between passengers’ attitude and loyalty was also examined. In addition, the moderating function of environmental concern was verified. The conceptual model of the study was designed based on the previous research and the research model was empirically tested. The web-based survey was conducted and analyzed the data collected from the 426 passengers who had traveled abroad by airplane within one year because the passengers should recall their flight experience. The analysis results indicated that the airlines’ environmental CSR activities influenced passengers’ favorable attitude and enhanced their loyalty; and the effect of passengers’ attitude on loyalty was also significant. Moreover, environmental concern played a significant moderating role in the relationship between airline's environmental CSR activity and customer attitude. The results of the research provided academic and practical implications.

Abstract

The current study aims to examine the roles of airline's corporate social responsibility(CSR). Specifically, the effect of airline's environmental CSR on passengers’ attitude towards the airline and loyalty was investigated. The relationship between passengers’ attitude and loyalty was also examined. In addition, the moderating function of environmental concern was verified. The conceptual model of the study was designed based on the previous research and the research model was empirically tested. The web-based survey was conducted and analyzed the data collected from the 426 passengers who had traveled abroad by airplane within one year because the passengers should recall their flight experience. The analysis results indicated that the airlines’ environmental CSR activities influenced passengers’ favorable attitude and enhanced their loyalty; and the effect of passengers’ attitude on loyalty was also significant. Moreover, environmental concern played a significant moderating role in the relationship between airline's environmental CSR activity and customer attitude. The results of the research provided academic and practical implications.

참고문헌 (47)

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