항공사의 사회적 책임활동이 고객-기업 동일시 및 고객충성도에 미치는 영향

The purpose of this paper is to investigate the influence of corporate social responsibility on customer-company identification and customer loyalty in the airline industry and the mediating effect of customer-company identification. A total of 209 valid responses were used for data analysis. The results of structural equation analyses indicated evidence with a reasonable level of reliability and convergent validity of this model. The results are as follows. First, CSR(corporate social responsibility) in the airline exerted a positive impact on customer-company identification, indicating significant coefficients of the economic responsibilities, ethical responsibilities, and discretionary responsibilities dimensions of CSR. On the other hand, legal responsibilities didn't exert a positive impact on customer-company identification. Second, evaluation of customer-company identification turned out to affect customer loyalty positively. Third, customer-company identification played a role in mediating the relationship between evaluation of economic responsibilities and customer loyalty. The findings of this paper show strong evidence to support the importance of CSR and customer-company identification variables in predicting customer loyalty in the airline industry. The study also suggests CSR could provide an additional competitive edge to airlines.