THE IMPACTS OF CSR ON AIRLINE LOYALTY: MEDIATOR ROLE OF PASSENGER SATISFACTION, AIRLINE BRAND, AND AIRLINE TRUST: APPLIED TO EGYPT AIR

نوع المستند : المقالة الأصلية

المؤلفون

Faculty of Tourism and Hotel Management, Helwan University

المستخلص

Business sustainability is now heavily influenced by corporate social responsibility (CSR). The airline sector is an outstanding instance of this trend, as companies struggle to deal with extremely competitive market conditions. In the aviation industry in Egypt, corporate social responsibility (CSR) activities play a vital role as a survival strategy and a means of maintaining business viability through consumer loyalty. In order to obtain significant insights and offer appropriate results that airline specialists may use for business sustainability; this study aimed to investigate the impact of corporate social responsibility (CSR) on airline loyalty through significant mediators within the airline sector. Three important mediators between CSR and airline loyalty were identified in this study: passenger satisfaction, airline brand, and trust. Two online surveys were distributed using Google Forms to both staff members and passengers of Egypt Air; 84 employees and 360 passengers completed the surveys. The study's utilization of SPSS analysis allowed it to conclude that airline CSR initiatives have a major positive impact on passenger satisfaction, airline loyalty, brand, and trust. Additionally, all the mediators partially mediate the significant correlation between CSR and airline loyalty. Based on the findings of this study, recommendations and consequences are also given for management and academia.

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