航空公司永續行銷、企業形象與顧客忠誠度之關係：考量消費者永續行為之干擾效果

THE RELATIONSHIPS AMONG SUSTAINABLE MARKETING, CORPORATE IMAGE AND CUSTOMER LOYALTY FOR AIRLINES: MODERATING EFFECT OF CONSUMER SUSTAINABLE BEHAVIOR

胡凱傑(Kai-Chieh Hu) ； 李紫潔(Tzu-Chieh Lee)

《品質學報》 27卷6期 (2020/12) Pp. 366-390

https://doi.org/10.6220/joq.202012_27(6).0002

摘要

近年來，永續性已成為企業經營者所重視的主流議題，航空公司也紛紛推行多樣的永續行銷希冀提升公司的整體形象。然而，航空公司推行永續行銷是否真能提升企業形象並提高顧客忠誠度，仍有待進一步確認。此外，過去研究發現消費者自身的永續行為也會影響其個人主觀態度，亦即具有永續消費意識的消費者，對於企業永續行銷的影響效果會有不同的態度與感受。據此，本研究之目的即在探討航空公司永續行銷、企業形象與顧客忠誠度的關係為何，並分析在消費者永續行為的干擾效果。本研究以國籍航空公司的旅客為研究對象進行問卷調查，並以結構方程模式進行模式驗證。結果顯示，企業社會責任與企業形象對顧客忠誠程度有正向影響，且企業社會責任會完全中介綠色行銷與企業形象以及綠色行銷與顧客忠誠度的關係。消費者永續行為則僅會干擾企業社會責任對顧客忠誠度的影響。最後，本研究提出相關建議作為航空公司改進永續行銷之參考依據。

關鍵字

永續行銷 ； 企業形象 ； 顧客忠誠度 ； 消費者永續行為

並列摘要

Recently, sustainable has become a mainstream topic for enterprise managers. Airlines also conduct various kinds of sustainable marketing in order to raise corporate image. However, it is still need further study to exam whether the sustainable marketing implemented by airlines can enhance corporate image and increase customer loyalty. Moreover, previous studies found that the consumer sustainable behavior will affect their personal subjective attitude. That means the consumers who have the awareness of sustainable consumption may have different attitude and feelings of the effect of corporate's sustainable marketing. Thus, the purpose of this study is to explore the effect of airline's sustainable marketing and corporate image on customer loyalty, as well as the moderating effect of consumer sustainable behavior. The passengers of the domestic airlines were selected for conducting a questionnaire survey. After performing structural equation modeling, the result shows that there have significant influence among corporate social responsibility, corporate image and customer loyalty. The corporate social responsibility also both have the full mediating effect between green marketing and corporate image, and green marketing and customer loyalty. The consumer sustainable behavior only has a moderating effect on the influence of corporate social responsibility on customer loyalty. Finally, this study provides some suggestions to managers for enhancing the sustainable marketing in airline industry.

並列關鍵字

sustainable marketing ； corporate image ； customer loyalty ； consumer sustainable behavior

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