국적대형항공사의 사회적 책임활동이 국적대형항공사의 브랜드이미지와 구매의도에 미치는 영향 (Influence of Major National Airlines Social Responsibility Activities to Brand Image and Purchase Intention)

서지정보

· 발행기관 : 관광경영학회
· 수록지 정보 : 관광경영연구 / 23권 / 6호 / 929 ~ 949페이지
· 저자명 : 김점남

초록

The purpose of this study is to demonstrate how social responsibility of major national airliners affects brand image and intent to purchase. By verifying the impact of social responsibility activities carried out by Major National Airlines on brand image and intent to purchase, we will use them as basic data for exploring strategies for social responsibility activities in Major National Airlines. This study collected 285 subsections of surveys of passengers with experience using major national airliners more than once and analyzed them using the SPSS20 statistics program. Research has shown that social responsibility activities of major national airliners affect brand image and intention of purchasing. This means that the principal national airliners should make profits by operating the enterprises in accordance with the law under fair rules, and that they should operate the enterprises in accordance with the expectations, standards and values of stakeholders such as consumers, employees and the government. The social responsibility activities of the major national airliners set up in this study were conducted on a theoretical basis on four factors, but it was necessary to examine whether respondents understood the social responsibility activities of the enterprises accurately. If the survey is designed in marketing terms by segmenting the sample by nationality, comparison of the global first class foreign airlines with the major national aviation companies, and corporate social responsibility activities, it will be possible to develop more effective social responsibility activities in accordance with each airline situation. It is hoped that follow-up studies will continue.

영어초록

The purpose of this study is to demonstrate how social responsibility of major national airliners affects brand image and intent to purchase. By verifying the impact of social responsibility activities carried out by Major National Airlines on brand image and intent to purchase, we will use them as basic data for exploring strategies for social responsibility activities in Major National Airlines. This study collected 285 subsections of surveys of passengers with experience using major national airliners more than once and analyzed them using the SPSS20 statistics program. Research has shown that social responsibility activities of major national airliners affect brand image and intention of purchasing. This means that the principal national airliners should make profits by operating the enterprises in accordance with the law under fair rules, and that they should operate the enterprises in accordance with the expectations, standards and values of stakeholders such as consumers, employees and the government. The social responsibility activities of the major national airliners set up in this study were conducted on a theoretical basis on four factors, but it was necessary to examine whether respondents understood the social responsibility activities of the enterprises accurately. If the survey is designed in marketing terms by segmenting the sample by nationality, comparison of the global first class foreign airlines with the major national aviation companies, and corporate social responsibility activities, it will be possible to develop more effective social responsibility activities in accordance with each airline situation. It is hoped that follow-up studies will continue.

참고자료

· 없음