항공사 인수합병 후 사회적 책임활동이 기업 평판과 충성도에 미치는 영향에 관한 연구

Purpose: This study aims to structurally analyze the impact of CSR activities after airline M&A on customer satisfaction and loyalty through corporate reputation. To this end, we will conduct an empirical study to evaluate the impact of airline CSR strategies on customer perception and behavior. The research results are expected to provide useful implications for airlines in establishing management strategies to maintain competitiveness and achieve sustainable growth after M&A. Research design, data and methodology: he population of this study was domestic passengers who had experience using domestic airlines, and convenience sampling, a non-probability sampling method, was used. A total of 320 copies were collected, and significant results from a total of 302 copies were used. The collected data will be analyzed using SPSS 25 and Smart PLS statistical methods. Result: The research results confirmed that philanthropic responsibility had the greatest impact on corporate reputation, followed by ethical responsibility, and that loyalty had the strongest impact in the order of ethical responsibility and liability. Conclusions: In order to enhance corporate reputation, it is important to strengthen ethical standards and engage in active social contribution activities, and in order to maintain customer loyalty, it is necessary to ensure compliance with legal regulations and economic stability.