Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Airline's Creating Shared Value on Trust, Image and Loyalty

항공사 공유가치창출 행위가 신뢰, 이미지 및 충성도에 미치는 영향

  • 김광일 (신라대학교 항공운항학과)
  • Received : 2020.08.11
  • Accepted : 2020.09.03
  • Published : 2020.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Despite the importance of Creating Shared Value(CSV), few research has been conducted to understand it. Filling in this existing void, this study was an attempt to provide a clear understanding about what triggers airline customers' decisions according to the airline company's CSV activities. Through this study, we investigated the relationship among CSV, trust, image, and loyalty. An online survey was used as a method to collect data. Through the CFA, we confirmed the adequate level of reliability and validity of the measures. The structural model was found to include an acceptable fit to the collected data. The findings from the structural analysis revealed that CSV exerted and immense on trust and image. Also, trust was significantly associated with image and loyalty while the image was highly associated with loyalty. Based on the findings presented above, implications for practitioners and researchers are stated.

Keywords

References

  1. Kim, K., "Amos 18.0 Structural Equation Model Analysis" Hanarae Academy, 2010.
  2. Kim, G., and Chang, D. R., "Structural relationship between experience value, creating shared value, brand image and brand loyalty in corporate complex culture space", Journal of Brand Design Association of Korea, 16(3), pp.33-44. https://doi.org/10.18852/bdak.2018.16.3.33
  3. Kim, S. H., and Choi, E., "Do good company images affect purchase?: Focusing on company-consumer identification mediating the relationship between good company images and purchase-intentions", Journal of Consumption Culture, 20(2), 2017, pp.23-47. https://doi.org/10.17053/jcc.2017.20.2.002
  4. Kim, Y. K., Lee, H. R., and Lee, W. B., "Research articles: Effect of brand identification on brand loyalty for flight customers: Moderating role of trust and commitment", Recerch of Tourism Study, 31(1), 2007, pp. 309-326.
  5. Park, J. C., and Ahn, D. H., "A study on the effects of ecotourism visitor's perceived risk on the trust and satisfaction, revisit intention" Journal of Tourism Research, 28(2), 2014, pp.75-89.
  6. Byun, D., "The market changed by "GATTUGI"- The stronghold of Shin Ramyun is shaking", Korea Sportsbiz, 2019.
  7. Woo, J. P., "Concepts and Understanding of Structural Equation Model: Amos 4.0-20.0", Hanarae Academy, 2012.
  8. Jung, H. K., and Choi, P. H., "Study on creating shared value and behavior intention using the extended model of goal directed behavior for the airline industry", International Journal of Tourism and Hospitalritty Research, 33(7), 2019, pp.89-102. https://doi.org/10.21298/IJTHR.2019.7.33.7.89
  9. Cho, D. J., Kim, S. H., Park, M. J., Park, J. S., "CSR policy and implications in India" KOTRA Global Market Report, 2013, pp.13-25.
  10. Cho, S., and Lee, J., "A study on CSV strategies with the diamond model - With a focus on Samsung Electronics -", Korea Business Review, 2015, 19(3), pp.35-58. https://doi.org/10.17287/kbr.2015.19.3.35
  11. Joo, H. S., "Effect of eco-friendly expo attributes on participants' expectation value, trust, satisfaction, future behavior intention: focused on Jeju electric vehicle expo Korean", Journal of Hospitality & Tourism, 2017, 26(4), pp. 1-16.
  12. Jin, C., "The effects of the creating shared value on building self-brand connection and brand loyalty" Asia-Pacific Journal of Business, 9(4), 2018.
  13. Choi, J. H., and Lee, K. J., "Impacts of customers' perception to the corporate sustainability management on corporate image and brand identification of airline company: Comarison of companies according to their frequency program status", Korea Academisc Society of Tourism Management, 31(5), 2016, pp.43-66.
  14. Aaker, D. A., "Measuring brand equity across products and markets", California Management Review, 38(3), 1996, pp.102-120. https://doi.org/10.2307/41165845
  15. Barich, H., and Kotler, P., "A framework for marketing image management", Sloan Management Review, 32(2), 1991, pp.94-104.
  16. Brown, G. H., "Brand loyalty-fact or fiction?" Advertising Age, 23, 1952.
  17. Castaldo, S., Perrini, F., Misani, N., and Tencati, A, "The missing link between corporate social responsibility and consumer trust: The case of cair trade products", Journal of Business Ethics, 84(1), 2009, pp.1-15. https://doi.org/10.1007/s10551-008-9669-4
  18. Chaudhuri, A., and Holdbrook, M. B., "The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty." Journal of Marketing, 65(2), 2001, pp.81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
  19. Churchill, G. A. Jr., "Paradigm for developing better measures of marketing constructs", Journal of Marketing Research, 16(Feb), 1979, pp.64-73. https://doi.org/10.1177/002224377901600110
  20. Esch, F. R., Langner, T., Schmitt, B. H., and Geus, P., "Are brands forever? How brand knowledge and relationships affect current and future purchases", Journal of Product & Brand Management, 15(2), 2006, pp. 98-105. https://doi.org/10.1108/10610420610658938
  21. Ferrell, O. C., Fraedrich, J., and Ferrell, L., "Business Ethics", Ethical Decision Making & Cases 10th edition, 2011.
  22. Han, H., Hsu, L., and Sheu, C., "Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities." Tourism Management, 31, 2010, pp.325-334. https://doi.org/10.1016/j.tourman.2009.03.013
  23. Han, H., and Hyun, S. S., "Image congruence and relationship quality in predicting switching intention: Conspicuousness of product use as a moderator variable", Journal of Hospitality & Tourism Research, 37(3), 2013, pp. 303-329. https://doi.org/10.1177/1096348012436381
  24. Hyun, S. S., and Wansoo, K.,"Dimensions of brand equity in the chain restaurant industry." Cornell Hospitality Quarterly, 52(4), 2011, pp. 429-437. https://doi.org/10.1177/1938965510397533
  25. Keller, K. L., "Strategic Brand Management, Building, Measuring, and Managing Brand Equity", Uppert Saddle River, NJ, Prentice-Hall, 1998.
  26. Kuehn, A. A., and Day, R. L.,"Probability models of consumer buying behavior." Journal of Marketing, 2894, 1964, pp.27-31. https://doi.org/10.1177/002224296402800406
  27. Mody, M., Suess, C., and Lehto, X., "The accommodation experiencescape: A comparative assessment of hotels and Airbnb", International Journal of Contemporary Hospitality Management, 29(9), 2017, pp.2377-2404. https://doi.org/10.1108/IJCHM-09-2016-0501
  28. Morgan, R. M., and Hunt, S. D., "The commitment-trust theory of relationship marketing", The Journal of Marketing, 58(3), 1994, pp. 20-38. https://doi.org/10.1177/002224299405800302
  29. Sahin, A., Zehir, C., and Kitapci, H., "The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands", Procedia-Social and Behavioral Sciences, 24, 2011, pp. 1288-1301. https://doi.org/10.1016/j.sbspro.2011.09.143
  30. Sattayawaksakul, D., and Cote, J. A., "Consumer Evaluations of Co-Branding: Analyzing the Relationship of Brand Image Consistency, Brand Personality Similarity, Brand Extension Authenticity, and the Congruency between For-profit and Non-profit Parent Brand", Google Schollar, 2019.
  31. Shaw, C., and Ivens, J., "Building Great Customer Experiences", Palgrave Macmillan, 2002.
  32. Song, J. J., SPSS/AMOS Statistical Analysis Method, 2015.
  33. Oliver, R. L., "Satisfaction: A Behavioral Perspective on the Consumer" New York: McGraw Hill, 1997.
  34. Oliver, R. L., "When are consumer loyalty?", Journal of Marketing, 3(special issue), 1999, pp.33-44. https://doi.org/10.1177/00222429990634s105
  35. Porter, M. E., and Kramer, M. R.. "Creating shared value", Harvard Business Review, 89(1/2), 2011, pp.62-77.
  36. Rifon, N. J., Choi, S. M., Trimble, C. S., and Li. H., "Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive", Journal of Advertising, 33(1), 2004, pp.29-42.
  37. Mabkhot, H. A., Shaari, H., and Salleh, S. M., "The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study", Journal Pengurusan, 50, 2017, pp.71-82. https://doi.org/10.17576/pengurusan-2017-50-07
  38. Morgan, R. M., and Hunt, S. D., "The commitment-trust theory of relationship marketing." The Journal of Marketing, 58(3), 1994, pp. 20-38. https://doi.org/10.1177/002224299405800302
  39. Yu-Shan, C., "The drivers of green brand equity: Green brand image, green satisfaction, and green trust", Journal of Business Ethics, 93(2), 2010, pp.307-319. https://doi.org/10.1007/s10551-009-0223-9