航空公司永續行銷對企業形象及顧客忠誠度之影響

The Effects of Airline's Sustainable Marketing on Enterprise Image and Customer Loyalty

10.6495/CIMBM.2015.004

李紫潔(Tzu-Chieh Lee)；胡凱傑(Kai-Chieh Hu)

永續行銷 ； 綠色行銷 ； 企業社會責任 ； 企業形象 ； 顧客忠誠度 ； Sustainable Marketing ； Green Marketing ； CSR ； Corporate Image ； Consumer Loyalty

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

50 - 63

繁體中文

科技的發展造就便利的生活，同時也帶來生態及社會環境的破壞。企業為了因應環境的變化，紛紛推行永續行銷來尋求經濟、社會及環境的永續，然而永續行銷是否對企業形象及顧客忠誠度產生影響實為本研究探討之重點。本研究藉由文獻回顧建立綠色行銷、企業社會責任（永續行銷）與企業形象及顧客忠誠度之間的關係假設，針對機場旅客，以隨機抽樣填答實體問卷方式蒐集樣本，共獲得有效問卷368份，並以結構方程模式進行分析。研究結果顯示，企業社會責任與企業形象及顧客忠誠程度之間有正向影響關係，並提出相關結論供航空公司管理者做為未來經營模式之參考依據。

The development of technology brings a convenient life, but it also lead to the damage of ecological and social environment.In responding the rapid change of environment, organizations implement sustainable marketing to achieve the sustainability of economy, society and environment. This study explore the effects of Airline's Sustainable Marketing on enterprise image and customer loyalty. Base on literature review, this research develop the hypotheses to identify the relationship between green marketing, CSR (sustainable marketing) and corporate image, customer loyalty, and analyse with Structrual Equation Model. The responses provided by 368 airport passengers to a questionnaire investigating. The results show that corporate social responsibility (CSR) significantly correlated with corporate image and customer loyalty. Conclusions provide airlines management suggestions for future stewardship.