Can Image and Social Responsibility Create Loyalty? Insights from Civil Aviation Companies

Abstract

In this study, it is aimed to reveal the effect of corporate images of civil airline companies on customer loyalty and the moderator role of corporate and environmental social responsibility perception in the relationship between these two variables. For this purpose, a quantitative research has been carried out. In order to collect data for the research, a face-to-face survey was conducted with passengers traveling from Antalya Airport with airline companies of Turkish origin. According to the findings of the research conducted with 488 passengers, the corporate images of the companies positively affect customer loyalty. In addition, corporate and environmental social responsibility perception of customers moderate the relationship between corporate image and customer loyalty by strengthening it. In addition, it was found that control variables such as gender, age and frequency of travel did not have a positive effect on customer loyalty.