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

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Type
Academic journal
Author
Park Sun Joo (동아대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.23 No.8(Wn.63)
Published
2011.11
Pages
305 - 324 (20page)

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The Effects of Corporate Social Responsibility Activities on Trust, Loyalty in Airline
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Abstract· Keywords

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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.
#기업의 사회적 책임활동(Corporate Social Responsibility Activities) #신뢰(Trust) #애호도(Loyalty)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 분석결과
Ⅴ. 결론 및 토의
참고문헌

References (52)

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1. [단행본] - 강병서 / 1999 / 인과분석을 위한 연구방법론 / 무역경영사 google schola 2. [학술지(정기간행물)] - 권순조 / 1999 / 인터넷을 통한 항공사 기업 이미지 연구 / Tourism Research 15 : 227 ~ 253 google schola 3. [학술지(정기간행물)] - 김민형 / 2011 / 고객충성도를 형성하는 관계혜택의 역할: 고급 레스토랑을 중심으로 / 관광·레저연구 23 (7) : 243 ~ 259 dbpia 4. [학위논문] - 김성택 / 2010 / 기업의 사회적 책임(CSR)에 대한 평가 모형 개발에 관한 연구 / 박사 / 경희대학교 대학원 google schola 5. [학술지(정기간행물)] - 김소희 / 2002 / 온라인,오프라인 기업의 명성,신뢰성,사업영역 이성이 신규의류브랜드태도에 미치는 영향 / 한국패선비즈니스학회지 6 (4) : 17 ~ 31 google schola

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