항공사 사회적 책임활동 지각수준별 세분화 및 프로파일 분석

The main reason of this study is to supply indicators of dissimilar perspective to airline's corporate social responsibility by examining the sub-group of airline service users by using cluster analysis. The participants of this study were 450 customers who live in Busan and Kyung-nam area The research was conducted during December in 2015. Each respondents answered the several scales throughly after checking with notes and self-assuredly from the first leaf of questionnaire. Each of the scales used in survey were as followed: CSR(corporate social responsibility), corporate image, brand value, brand loyalty. only 405 questionnaires were utilized in the examination. The date was analyzed by IBM SPSS Statistics 20. The results of this study were listed as below : First, total sample were divided into 3 types. Second, the corporate image, brand value, brand loyalty had statistically significant difference by clusters of corporate social responsibility.