航空公司永續行銷對關係品質與顧客忠誠度之影響：以臺灣國籍航空公司為例

Effects of Airlines’ Sustainable Marketing Campaigns on Relationship Quality and Customer Loyalty: A Case Study on Taiwanese International Airlines

隨著人口增長與環境變遷，自然資源的稀缺已成為永續相關的重要議題，如何在永續發展、利潤最大化及社會貢獻之間保持平衡已成為航空公司的一個關鍵課題。本研究主要係探討航空業永續行銷、關係品質與顧客忠誠度之間的關係。本研究針對國內航空公司的乘客進行調查。研究結果顯示，航空公司採行的綠色行銷對社會行銷有顯著正向影響，而社會行銷會正向影響信任。信任對滿意以及滿意對承諾之影響效果皆為正向顯著的，且滿意與承諾皆會影響顧客忠誠度。而社會行銷中介綠色行銷對信任的影響，同時滿意中介了信任對承諾的影響。本研究提供航空公司一個可行的永續行銷完整架構，並針對管理意涵提出相關建議，此有助於改善永續行銷對消費者的影響成效。 With the progress of population development and environmental change, the scarcity of natural resources is currently a major sustainability-related concern. In particular, the airline industry is facing considerable difficulties because of scarce resources, rising costs, and fierce competition; thus, maintaining a balance between sustainable development, maximum profits, and contribution to society has become a critical issue for airline companies. However, whether these sustainable marketing practices really affect consumers is still to be verified. This study clarified the definitions of sustainable marketing, relationship quality, and customer loyalty, and explored the relationships among these three factors within the airline industry. The passengers of two domestic airlines were selected to complete a survey, and structural equation modeling was used to test the goodness of fit of the research model. According to our results, the airlines' green marketing has a positive influence on social marketing and social marketing has a positive effect on trust. The effects of trust on satisfaction and satisfaction on commitment were positive significant, in turn, satisfaction and commitment both have direct effects on customer loyalty. Social marketing mediated the effect of green marketing on trust, while satisfaction mediated the effect of trust on commitment. This paper provides an integrated framework for airline companies to eventually achieve the vision of sustainable development. Some managerial suggestions are also presented to managers for improving sustainable marketing performances.

With the progress of population development and environmental change, the scarcity of natural resources is currently a major sustainability-related concern. In particular, the airline industry is facing considerable difficulties because of scarce resources, rising costs, and fierce competition; thus, maintaining a balance between sustainable development, maximum profits, and contribution to society has become a critical issue for airline companies. However, whether these sustainable marketing practices really affect consumers is still to be verified. This study clarified the definitions of sustainable marketing, relationship quality, and customer loyalty, and explored the relationships among these three factors within the airline industry. The passengers of two domestic airlines were selected to complete a survey, and structural equation modeling was used to test the goodness of fit of the research model. According to our results, the airlines' green marketing has a positive influence on social marketing and social marketing has a positive effect on trust. The effects of trust on satisfaction and satisfaction on commitment were positive significant, in turn, satisfaction and commitment both have direct effects on customer loyalty. Social marketing mediated the effect of green marketing on trust, while satisfaction mediated the effect of trust on commitment. This paper provides an integrated framework for airline companies to eventually achieve the vision of sustainable development. Some managerial suggestions are also presented to managers for improving sustainable marketing performances.