항공사의 ESG경영활동이 항공사 브랜드에 미치는 영향에 관한 연구

This study attempted to examine the impact of ESG management activities. It has recently been evaluated as an alternative to increasing corporate sustainability, on consumer behavior. This study was intended to analyze consumers' perception of airlines' ESG management activities, the quality of airline brand relationships, and the impact on airline brand loyalty. More specifically, (1) the airline's ESG management activities were classified into three factors: the airline's eco-friendly activities(E), social responsibility management activities(S), and governance improvement activities(G). In addition, it was intended to examine how (2) each ESG management activity factor affects each sub-factor of airline brand relationship quality. Finally, we tried to examine the impact of (3) airline brand trust and airline brand satisfaction on airline brand loyalty, respectively. A convenience sampling approach was utilized to collect the data. Confirmatory factor analysis was conducted to verify the validity of the measurement tool, and Cronbach's alpha value was derived to verify the reliability of the variable. In addition, the model's suitability was verified through structural equation model analysis. As a result of the hypothesis test according to the structural equation model analysis, it was found that there was a positive(+) causal relationship between the airline's socially responsible management activities, brand trust, and brand satisfaction. In addition, it was found that there was a positive(+) causal relationship between airline governance improvement activities, brand trust, and brand satisfaction. Also it has been verified that there is a positive(+) causal relationship between airline brand trust, brand satisfaction, and airline brand loyalty, respectively. Based on these results, academic and practical implications were presented.