Airlines’ environmental sustainability actions and CSR impact on customer behavior

• Autor(a) principal: Galhoz, Inês Alexandra Santos
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/44893
• topic: Airline Companies; Environmental Sustainability; Customer Behavior; Customer Loyalty; Corporate Social Responsibility

Commercial aviation increasingly seeks to compensate for its environmental impact. This study aims to analyze airlines' Corporate Social Responsibility (CSR) and Environmental Sustainability Actions (ESA) related to communications’ impact on customer loyalty through a Relationship Marketing (RM) perspective. Following a text mining approach, 6,181 comments were extracted from ten airlines’ Facebook pages. Collected data was used to create a word frequency matrix for each comment and construct a structural equation model. Results indicate that communication based on ESA and CSR positively affects behavioral loyalty and commitment. RM exerted a moderating effect on ESA’s communications’ 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, enhancing return and customer retention.