항공사의 사회적 책임활동이 신뢰와 애호도에 미치는 영향 (The Effects of Corporate Social Responsibility Activities on Trust, Loyalty in Airline)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 23권 / 8호 / 305 ~ 324페이지
· 저자명 : 박선주

초록

This study investigates the corporate social responsibility activities in Airline.
Different from the past studies, this study postulates that the passenger's trust paly an essential mediating role in the relationship between five dimensions (environmental, voluntariness ,economic, stakeholder, ethical ). A model integrating 5 dimensions of corporate social responsibility activities, trust and loyalty is tested using date of 350 passengers.
The results of date analysis is show that voluntariness , economic, stakeholder, and ethical responsibilities positively influences on the trust. However, the corporate environmental responsibility have a significant impact not on the trust. Finally, this study results indicate that the trust have a significant influence on the customer loyalty. Thus, this study demonstrates that trust indeed plays d mediating role between corporate social responsibility and the customer loyalty.
The results of this research will help airlines to understand the five different responsibilities in influencing the trust and to plan the strategy effectively to allocate different resources in corporate social responsibility.

영어초록

This study investigates the corporate social responsibility activities in Airline.
Different from the past studies, this study postulates that the passenger's trust paly an essential mediating role in the relationship between five dimensions (environmental, voluntariness ,economic, stakeholder, ethical ). A model integrating 5 dimensions of corporate social responsibility activities, trust and loyalty is tested using date of 350 passengers.
The results of date analysis is show that voluntariness , economic, stakeholder, and ethical responsibilities positively influences on the trust. However, the corporate environmental responsibility have a significant impact not on the trust. Finally, this study results indicate that the trust have a significant influence on the customer loyalty. Thus, this study demonstrates that trust indeed plays d mediating role between corporate social responsibility and the customer loyalty.
The results of this research will help airlines to understand the five different responsibilities in influencing the trust and to plan the strategy effectively to allocate different resources in corporate social responsibility.

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