{"title":"Airline environmental sustainability actions and CSR impact on customer behavior","authors":"Inês Galhoz , Ricardo Filipe Ramos , Rui Biscaia","doi":"10.1016/j.rtbm.2024.101111","DOIUrl":null,"url":null,"abstract":"<div><p>Sustainability and Corporate Social Responsibility (CSR) are growing concerns among passengers and airlines. However, the communication of such actions by airline companies is underexplored. Accordingly, this study aims to analyze airlines' CSR and Environmental Sustainability Actions (ESA) communications' impact on customer loyalty, through a Relationship Marketing (RM) perspective. Following a text-mining approach, 6181 Facebook comments were collected. A word frequency matrix was created from the collected data and used as input for PLS-SEM to test raised hypotheses. Results suggest that communication based on ESA and CSR positively affects behavioral loyalty and commitment. RM moderated ESA's communication impact on customer loyalty but not on the relationship between CSR communication and loyalty. These findings suggest that communicating environmental efforts positively affects customer loyalty, providing airline managers with valuable insights that should be considered within communication strategies to enhance return and customer retention.</p></div>","PeriodicalId":47453,"journal":{"name":"Research in Transportation Business and Management","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2024-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2210539524000130/pdfft?md5=c65f184d22eb919ad5a6008f24a3df28&pid=1-s2.0-S2210539524000130-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Research in Transportation Business and Management","FirstCategoryId":"5","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2210539524000130","RegionNum":2,"RegionCategory":"工程技术","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Sustainability and Corporate Social Responsibility (CSR) are growing concerns among passengers and airlines. However, the communication of such actions by airline companies is underexplored. Accordingly, this study aims to analyze airlines' CSR and Environmental Sustainability Actions (ESA) communications' impact on customer loyalty, through a Relationship Marketing (RM) perspective. Following a text-mining approach, 6181 Facebook comments were collected. A word frequency matrix was created from the collected data and used as input for PLS-SEM to test raised hypotheses. Results suggest that communication based on ESA and CSR positively affects behavioral loyalty and commitment. RM moderated ESA's communication impact on customer loyalty but not on the relationship between CSR communication and loyalty. These findings suggest that communicating environmental efforts positively affects customer loyalty, providing airline managers with valuable insights that should be considered within communication strategies to enhance return and customer retention.
期刊介绍:
Research in Transportation Business & Management (RTBM) will publish research on international aspects of transport management such as business strategy, communication, sustainability, finance, human resource management, law, logistics, marketing, franchising, privatisation and commercialisation. Research in Transportation Business & Management welcomes proposals for themed volumes from scholars in management, in relation to all modes of transport. Issues should be cross-disciplinary for one mode or single-disciplinary for all modes. We are keen to receive proposals that combine and integrate theories and concepts that are taken from or can be traced to origins in different disciplines or lessons learned from different modes and approaches to the topic. By facilitating the development of interdisciplinary or intermodal concepts, theories and ideas, and by synthesizing these for the journal''s audience, we seek to contribute to both scholarly advancement of knowledge and the state of managerial practice. Potential volume themes include: -Sustainability and Transportation Management- Transport Management and the Reduction of Transport''s Carbon Footprint- Marketing Transport/Branding Transportation- Benchmarking, Performance Measurement and Best Practices in Transport Operations- Franchising, Concessions and Alternate Governance Mechanisms for Transport Organisations- Logistics and the Integration of Transportation into Freight Supply Chains- Risk Management (or Asset Management or Transportation Finance or ...): Lessons from Multiple Modes- Engaging the Stakeholder in Transportation Governance- Reliability in the Freight Sector