The Influence of CSR on Airline Loyalty through the Mediations of Passenger Satisfaction, Airline Brand, and Airline Trust: Korean Market Focused

Sukhoon Chung, Jin-Woo Park and Sangryeong Lee
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Sukhoon Chung: School of Business, Korea Aerospace University, Goyang-si 10540, Korea
Jin-Woo Park: School of Business, Korea Aerospace University, Goyang-si 10540, Korea
Sangryeong Lee: School of Business, Korea Aerospace University, Goyang-si 10540, Korea

Sustainability, 2022, vol. 14, issue 8, 1-15

Abstract: Corporate social responsibility (CSR) has become a significant factor in determining business sustainability. This trend is particularly evident in the airline industry, as airlines endeavor to navigate highly competitive market circumstances. CSR activities constitute a significant duty as one of the survival strategies and to sustain their business based on the customer loyalty in the airline industry in Korea. The purpose of this research was to explore the influence of CSR on airline loyalty through meaningful mediators within the airline industry in order to elicit important insights and provide relevant conclusions for airline experts to apply toward business sustainability. This study employed three factors—passenger satisfaction, airline brand, and airline trust—as key mediators between CSR and airline loyalty. An online survey was carried out through private SNS channels targeting airline service users, and 312 completed surveys were collected. A confirmatory factor analysis (CFA) and structural equation modeling (SEM) enabled the study to determine that CSR activities among airlines significantly impact passenger satisfaction, airline brand, and airline trust. Moreover, passenger satisfaction and airline trust have a notable influence on airline loyalty. Limitations and implications for both academia and management are also presented based on the results of this research.

Keywords: sustainability; corporate social responsibility (CSR); environmental responsibility; social responsibility; economic responsibility; passenger satisfaction; airline brand; airline trust; airline loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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