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The Influence of CSR on Airline Loyalty through the Mediations of Passenger Satisfaction, Airline Brand, and Airline Trust: Korean Market Focused

Author

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  • Sukhoon Chung

    (School of Business, Korea Aerospace University, Goyang-si 10540, Korea)

  • Jin-Woo Park

    (School of Business, Korea Aerospace University, Goyang-si 10540, Korea)

  • Sangryeong Lee

    (School of Business, Korea Aerospace University, Goyang-si 10540, Korea)

Abstract

Corporate social responsibility (CSR) has become a significant factor in determining business sustainability. This trend is particularly evident in the airline industry, as airlines endeavor to navigate highly competitive market circumstances. CSR activities constitute a significant duty as one of the survival strategies and to sustain their business based on the customer loyalty in the airline industry in Korea. The purpose of this research was to explore the influence of CSR on airline loyalty through meaningful mediators within the airline industry in order to elicit important insights and provide relevant conclusions for airline experts to apply toward business sustainability. This study employed three factors—passenger satisfaction, airline brand, and airline trust—as key mediators between CSR and airline loyalty. An online survey was carried out through private SNS channels targeting airline service users, and 312 completed surveys were collected. A confirmatory factor analysis (CFA) and structural equation modeling (SEM) enabled the study to determine that CSR activities among airlines significantly impact passenger satisfaction, airline brand, and airline trust. Moreover, passenger satisfaction and airline trust have a notable influence on airline loyalty. Limitations and implications for both academia and management are also presented based on the results of this research.

Suggested Citation

  • Sukhoon Chung & Jin-Woo Park & Sangryeong Lee, 2022. "The Influence of CSR on Airline Loyalty through the Mediations of Passenger Satisfaction, Airline Brand, and Airline Trust: Korean Market Focused," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:8:p:4548-:d:791424
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    Cited by:

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    2. Hassan Raza & Jati Kasuma Ali & Margaret Lucy Gregory, 2024. "The Impact of Brand Experience on Brand Consciousness of Customers in the Airline Industry," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 3885-3898, December.
    3. Leon, Steven & Dixon, Sonoma, 2023. "Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality," Journal of Air Transport Management, Elsevier, vol. 113(C).
    4. SangRyeong Lee & Jin-Woo Park & Sukhoon Chung, 2022. "The Effects of Corporate Social Responsibility on Corporate Reputation: The Case of Incheon International Airport," Sustainability, MDPI, vol. 14(17), pages 1-19, September.
    5. Ryan W. Tang & Lili Mi & Xi Wen Carys Chan & Hongmin Yan & S. Tamer Cavusgil, 2025. "Corporate Social Responsibility and Technological Advancement of International Service Enterprises: Links and Gaps in the Literature," Management International Review, Springer, vol. 65(3), pages 415-458, June.

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