CSR 적합성이 브랜드 태도, 고객 충성도, 항공사 마일리지 일부를 활용한 CSR 활동에 미치는 영향

Abstract

The purpose of this study was to verify the relationships between CSR suitability which is divided into sub-factors(suitability between airline and CSR, and suitability between consumer and CSR), brand attitude, customer loyalty, and CSR using part of airline mileage. The specific procedures to accomplish research goals were as follows. First, to analyze the relationship between CSR suitability and brand attitude. Second, to analyze the relationship between brand attitude and customer loyalty. Lastly, to analyze the relationship between customer loyalty and CSR using part of airline mileage. The research model was established based on the literature review on CSR suitability, brand attitude, customer loyalty and CSR using part of airline mileage. To test the model, survey was conducted starting from March 12th to April 30th 2021, to the passengers who have used large domestic airlines(Korean air and Asiana airline) in the past. Total of 425 questionnaires were distributed, remaining 421 valid samples to be analyzed. Data analysis was accomplished by statistic programs, SPSS 23.0 and AMOS 23.0. The results of the study are as follows. First, sub-factors of CSR suitability all had positive influences on brand attitude. Second, brand attitude had positive influence on customer loyalty. Lastly, customer loyalty had positive influence on CSR using part of airline mileage. Therefore, this study is meaningful on applying CSR suitability to the airline industry by dividing it into sub-factors which are airlines and consumers, and suggesting a new direction for the airline CSR activities by making consumers to participate themselves.