Beta
57124

Studying the Influence of Airlines Corporate Social Responsibility on Consumers Loyalty

Article

Last updated: 24 Dec 2024

Subjects

-

Tags

-

Abstract

Nowadays, integrating corporate social responsibility (CSR) initiatives into business is an important challenge facing organizations development. Corporations that embrace this concept reap many benefits including customer loyalty, positive attitudes toward brands, customer trust, positive publicity and better financial performance.Increased spending on CSR initiatives is expected to increase customer satisfaction and build competitive advantage. In today's competitive airline business environment, companies are striking to retain their existing customers and gain the repurchase intention of customers. As a result, an increasing number of airlines have implemented CSR initiatives. CSR programs become active channels for building customer loyalty as customers appear to provide greater support for companies that are socially and environmentally responsible. Accordingly, Customer loyalty becomes one of the most essential consumers behaviors that airlines endeavor to influence through the use of corporate social responsibility as a marketing tool in their strategies.Therefore, this paper aims at exploring the relationship between corporate social responsibility and customer loyalty in the airline industry. It also tries to discover the main critical factors that have more effect on social responsibility in the airline industry. To achieve the purposes of this paper, a model was developed to measure the influence of airlines corporate social responsibility activities in customer loyalty andairline image. This model includes 16 attributes, which have been selected to cover airlines CRS activities, and 21 initial items for measuring customer loyalty. The proposed model was presented as a self administrated questionnaire. The sample chosen in this study includes mainly international airlines passengers (727 passengers). Furthermore, the analysis of simple linear regression and spearman correlation are applied. The results of this study confirm that there is a significance statistical relationship between airlines CRS activities and customer loyalty. The results also determine that social responsibility activities related to customers and community are the most important factors affecting customer perception of the airline image.

DOI

10.21608/jaauth.2014.57124

Keywords

Corporate Social Responsibility, Airline CSR initiatives, Customer loyalty, Airline social responsibility

Authors

First Name

Ghada

Last Name

Khairat

MiddleName

-

Affiliation

Department of Tourism Studies - Faculty of Tourism and Hotels - Sadat City University

Email

-

City

-

Orcid

-

First Name

Azza

Last Name

Maher

MiddleName

-

Affiliation

Department of Tourism Studies - Faculty of Tourism and Hotels - Sadat City University

Email

-

City

-

Orcid

-

Volume

11

Article Issue

2

Related Issue

7773

Issue Date

2014-12-01

Receive Date

2014-09-06

Publish Date

2014-12-01

Page Start

167

Page End

186

Print ISSN

1687-1863

Online ISSN

2682-4612

Link

https://jaauth.journals.ekb.eg/article_57124.html

Detail API

https://jaauth.journals.ekb.eg/service?article_code=57124

Order

17

Type

Original Article

Type Code

997

Publication Type

Journal

Publication Title

Journal of Association of Arab Universities for Tourism and Hospitality

Publication Link

https://jaauth.journals.ekb.eg/

MainTitle

Studying the Influence of Airlines Corporate Social Responsibility on Consumers Loyalty

Details

Type

Article

Created At

22 Jan 2023