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The Effect of Airline's ESG Management on Corporate Reputation, Corporate Image, and Relationship Continuance Intention

Yunyoung Kim|Wooje Cho
사람과세계경영학회 (People&Global Business Association)|2024.06|Global Business and Finance Review|제29권 제5호|pp. 146-159|DOI 10.17549/gbfr.2024.29.5.146

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키워드

ESG managementCorporate imageCorporate reputationAirline industryRelationship continuance intention

초록

Purpose: This study aims to investigate the impact of airline ESG management on corporate reputation, corporate image, and relationship continuance intention of domestic airlines. Design/methodology/approach: The data for this study were collected by distributing 300 self-completion ques-tionnaires online, and a total of 211 questionnaires were collected, and 201 questionnaires, excluding 10 non-re-sponses, were used for empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were conducted to test the hypotheses of the study. Findings: Among the ESG management factors of airlines, this study found that environment and governance had a significant positive impact on corporate image and relationship continuance intention. The study also found that social and corporate governance had a significant positive effect on corporate reputation. Research limitations/implications: This study is limited by the fact that the data was collected only from domestic travelers. In addition, there may be differences in ESG management activities between FSCs and LCCs, so a follow- up study is needed to extend this study and compare the differences in ESG management between FSC and LCC. Originality/value: Given the lack of research on airline ESG management, this study analyzes the factors of airline ESG management and demonstrates the importance of ESG management by evaluating companies from a consumer perspective. It also identifies the relationship between airline ESG management and corporate reputation, corporate image, and relationship continuance intention from a corporate marketing perspective, and suggests effective meas-ures for airlines to achieve sustainable growth.

Abstract

Purpose: This study aims to investigate the impact of airline ESG management on corporate reputation, corporate image, and relationship continuance intention of domestic airlines. Design/methodology/approach: The data for this study were collected by distributing 300 self-completion ques-tionnaires online, and a total of 211 questionnaires were collected, and 201 questionnaires, excluding 10 non-re-sponses, were used for empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were conducted to test the hypotheses of the study. Findings: Among the ESG management factors of airlines, this study found that environment and governance had a significant positive impact on corporate image and relationship continuance intention. The study also found that social and corporate governance had a significant positive effect on corporate reputation. Research limitations/implications: This study is limited by the fact that the data was collected only from domestic travelers. In addition, there may be differences in ESG management activities between FSCs and LCCs, so a follow- up study is needed to extend this study and compare the differences in ESG management between FSC and LCC. Originality/value: Given the lack of research on airline ESG management, this study analyzes the factors of airline ESG management and demonstrates the importance of ESG management by evaluating companies from a consumer perspective. It also identifies the relationship between airline ESG management and corporate reputation, corporate image, and relationship continuance intention from a corporate marketing perspective, and suggests effective meas-ures for airlines to achieve sustainable growth.

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국내 대형항공사의 ESG경영활동이 기업이미지와 고객충성도에 미치는 영향관계연구문희정한국호텔리조트학회 · 호텔리조트연구2024 · 제23권 제6호기업평판과 기업 브랜드 이미지의 매개효과를 통한 항공사 친환경경영활동이 재이용의도에 미치는 영향 연구전정아한국외식산업학회 · 한국외식산업학회지2025 · 제21권 제5호국내 저비용 항공사(LCC)의 ESG경영이 기업의 이미지, 신뢰, 재이용 의도에 미치는 영향이용기, 황용식한국전문경영인학회 · 전문경영인연구2022 · 제25권 제4호항공사 ESG경영 부문별 중요성이 ESG경영 항공사에 대한 호감도와 선택의도에 미치는 영향:호감도의 매개효과와 사전지식의 조절효과양지형, 장지현, 황영현한국마이스관광학회 · MICE관광연구2025 · 제25권 제3호항공산업에서 사회적 책임(CSR)활동에 따른 기업평판 및 항공사 이미지가 구매의도에 미치는 영향곽동현, 류기상, 박현규관광경영학회 · 관광경영연구2015 · 제19권 제2호국내항공사의 ESG경영, 사회적거리, 구매의도 간 영향 관계연구정태연한국호텔리조트학회 · 호텔리조트연구2023 · 제22권 제1호

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